When you say something about yourself, it’s marketing fluff; when a customer says it (especially if it’s on video) then it’s that much more believable. Our advice is to keep it concise, write it in the form of an extended testimonial and follow this format:
- The Conflict: What goal did the client want to accomplish?
- The Resolution: How did you solve the conflict?
- The Happy Ending: What did your resolution achieve?
Some guidance on producing a valuable case study:
- Be relevant
If the benefit is irrelevant to your target audience it will have little impact.
- Be personal
Use what you know about your audience to anticipate and then answer questions that they might have.
- Be authentic
The more engaging and authentic the story feels, the more compelling it will be.
- Be specific
Quantify your results. If the success story is about insurance cost savings, put a figure or a percentage on the savings.
- Be newsworthy
Ideally tie the story to recent news events so that it resonates with your readers.
- Get permission
Always get written approval from anyone mentioned in your writing.
Send them a draft for approval and incorporate their feedback before publishing (more guidance on this is given below)
Why case studies matter
Consumers and businesses are doing more self-guided research than ever on products and brands before engaging with a sales team member or making a purchase. Case studies are a great way for you to build trust amongst your prospects by showcasing some real world results that you’ve achieved for another client.
Ensure that you get approval from the client to publish their case study
Include the following in the Case Study Release Form:
- A clear explanation of why you are creating this case study and how it will be used (e.g. in a particular social media, on your website and as part of a forthcoming email campaign).
- A statement defining the information and potentially trademarked information you expect to include about the company -- things like names, logos, job titles, and pictures.
- An explanation of what you expect from the client, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?