How to Write a Winning Case Study

Your case study is essentially the telling of a story which demonstrates how you could benefit prospective clients. There are various channels that this can be conveyed across. Displaying the story on your website or emailing it to your subscribers is a good way to reinforce your potential to those already interested, or it could be printed and distributed with your sales collateral.

Your case study will be surrounding the project of an individual client and their unique solution – but consider how others might be able to relate to their story. A strong title is key to drawing in a reader, particularly if it addresses an issue that your audience experience themselves. If you managed to increase a customer’s revenue by 10%, that’s a great title subject. Driving measurable results that your audience will want to replicate is a sure-fire way to capture attention. Beware, however, as excessive claims can appear unrealistic and push potential customers away.

An Instagram case study examining their work with clothing giant Levi’s discussed their LiveInLevis campaign. The images showed people in branded clothing against various scenic backdrops, depicting the practical-yet-stylish identity that the brand encompasses. Of course, this wouldn’t have the same impact for businesses in other sectors, but Instagram’s case study proved how useful their platform can be for brand development and increasing reach. Finding leads, reducing costs, improving efficiency and increasing revenue are all common stumbling blocks, so it’s vital that you are able to communicate to your readers how capable you are of solving these issues.

A direct quote acts as a sort of ‘verification’ of your case study, reinforcing the positive story you’re presenting from an unbiased perspective. Ideally, any quotes should come directly from the customer in question, but if you do edit their words, ensure they approve this before publication. Let them check over a final version, too, and be sure they’re happy with it before publication.

Provide an explanation of the challenges your customer faced and the process that led to their solution. This gives your reader an idea of how you work and how you might approach their business issue.

An eye-catching design is a good way to make your case study more user-friendly. You want to attract readers, provoke conversation and raise awareness of your capabilities. Though the copy is important, a lively design is much more engaging than a simple block of text.

Case studies are an effective sales and marketing tool. Sharing the success of a previous project displays the real-life results you can produce, and the backing of a third party establishes credibility.

Are you using case studies as part of your marketing strategy?

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