Case studies are a brilliant way to promote your business. They give potential customers an insight into the experience and benefits of working with you. Case studies also provide that all-important endorsement that adds credibility to your business and can persuade potential customers to try you.
So, how do you write a killer case study that will benefit your business? Here are my tips. But before I delve into those, here are two things to bear in mind:
Firstly, and most importantly, always be mindful of collecting case studies. Whenever a customer is delighted with your product or service, ask them if they would be happy to contribute to a case study. Make collecting case studies a regular part of your marketing activity.
Secondly, consider using a freelance copywriter or external marketing professional to write your case studies. A professional will have the skills to write a compelling case study, and the customer might feel more comfortable discussing their experience with someone outside the business.
8 tips to write a killer case study
1. Interview your customer, asking them key questions such as "Why did you choose us?", "What problem did we solve?", "How was the experience of working with us?". Drill down into the detail, so the case study isn't vague, and anyone reading it can understand the experience and benefits.
2. You can write the case study in the 1st (we) or 3rd person (they) but be consistent throughout. I prefer 1st person as it's friendlier and more readable.
3. Avoid jargon and acronyms that your customers might not understand.
4. Tell the story - show what problem you solved and how the customer benefitted from your product or service.
5. Break up the content with testimonials from the customer.
6. If relevant, use statistics or figures to demonstrate tangible value.
7. Include relevant images to make the case study more visually appealing.
8. Give the case study a strong headline, for example,"'Company X' boosts sales by 40% using 'your company'"
Once you've got your case studies, share them on your website and social media. Include them in proposal documents and your customer newsletters. And, if they're stand-out case studies, send them to the relevant trade press.
You might find my case study template helpful if you've not written a case study before. And if you'd like some external help to write a killer case study, please get in touch.