As a business, you know that your product or service provides the best solution for companies facing a certain issue. Now you just need to prove it to them. A well-written case study is probably one of the most powerful and cost-effective ways to promote your business or brand. Case study writing is an authentic way of showcasing your product or service and tells a credible, relevant and relatable customer success story that is key to building trust and confidence with potential clients or customers and within your marketplace.
A case study will walk the reader through a real-world project from introducing the client and their problem, explaining how you approached and resolved the problem, and a description of the product or service that was used to solve the issue and how it solved the issue, and the resulting benefits of using your product or service (corrected a fault, increased productivity, reduced cost, saved time, expanded capabilities, boosted profits etc). Put yourself in the shoes of a prospective customer – reading something that you can relate to and that provides the answers you’ve been looking for is exactly what you need. Your case study, your company and your service or product.
As well as promoting the benefits, a case study should also address any questions and allay any concerns a new client or customer might have about investing in your product or service. It should be written in an authentic, approachable tone of voice that will place you as an authority in your industry and persuade the reader that yours is a business that is easy to work with. A decent case study is a multipurpose piece of writing that can be featured on your website (with SEO keywords included) or in an email campaign, published on industry-related sites, linked to from your social media platforms, published in brochures and information packs, and sent out to potential clients or customers with sales proposals.
- Use a format that separates the case study into smaller sections, making the case study easier to read and scan.
- At the start, include a benefit-focused headline that concentrates on a single determining factor that will grab the interest of the reader.
- This should lead into an overview, a summary of what the reader will learn from the case study including an introduction to the client or customer and their problem.
- An analysis of the problem – a description of the problem faced by the client or customer and why it has occurred.
- The recommendation or proposed solution including the specification, features and benefits of the product or service that is going to be used.
- Why they chose you over your competitors to help them solve the problem (expert, reputation, price) – highlight your USP.
- The solution – a description of the product and service and how it solved the particular problem, using tangible examples.
- A bullet-point list of the product or service specifications to reiterate its benefits.
- A meaningful quote from the client or customer in which they elaborate on why they chose to work with you and the benefits doing so has brought them.
- End with a powerful call-to-action (CTA), telling readers to contact you if they have a similar problem.
- Before you publish it online, make sure that you research and include all relative keywords and search terms.
If you would like to talk to a professional copywriter who has helped hundreds of companies and brands tell their success stories through compelling case studies, please contact me.
