top dog in your marketing arsenal? We reckon it’s case studies. They’re
powerful because they give potential clients social proof of your products’
capabilities. Showcase your studies on your website and potential customers
will be beating down your door. Mail them out and customers with similar issues
will be only too keen to get in touch.
you want a dab at writing them yourself, you might find it’s not that easy. However,
the web is alive with case study writers keen to be paid to write this kind of
material. But if your budget won’t stretch that far, here are a few pointers.
need to strive for impact, but keep your study fairly short, so that’s it’s
easily digestible. Organise the information into bite-sized chunks. Use signposts
section heads, subheads etc. Take a problem-solution
approach, taking care to mention the client’s pain points. Can you provide quantifiable results? They’re like dynamite.
When you write your study, try to focus on a clear business
problem usually concerning money – and come to a conclusion. Obviously, showcasing
your company’s talents here is going to be key. Putting a good spin on the client’s
involvement is also recommended, as they’ll be more likely to help you out and
offer a good quote or two.
Keep your writing approach and design consistent over each
study to give yourself some credibility. Choose a name and stick with it
maybe success stories or customer profiles? As regards structure, use the problem-solution
Using a formula, with identifiable sections, can
simplify writing case studies. However, if you’re struggling, start with the
simpler parts. You can then move on to the tougher sections.
But what’s going to make your case study stand out? The
big thing to go for is ‘pain points’. How was your client suffering before you
came along? Tell the world how you helped. But don’t get verbose about 300-500
words is fine.
If you’re not brimming with desire to become a case
study writer, there are plenty good copywriters who’ll help you out. Case
study writing is relatively straightforward for a writing
professional. Hand over as much information as possible to cut your costs.
do resist the temptation to let a PR agency loose on your studies. PR agencies
are notoriously poor at copywriting. You’ll get something that says how wonderful
your business is, but that’s lacking in the detail about how you solved your