How To Write An Impressive Case Study
Case studies are comprised of the real-life stories of a business’ challenge, accompanied by the details and hard data of how they were able to overcome it and triumph in the end. Just like many marketing tactics, case studies are one of those materials that benefit from having a narrative woven through it to keep readers engaged and inspired to interact with your brand.
In essence, its purpose is to tell the story of how a client and supporting merchant or service provider were able to work together to solve the client’s issue.
After reading your case study, potential customers should be able to envision themselves in the shoes of their peers and be compelled to establish a partnership with your business. Here’s how to accomplish exactly that.
Obtain an authentic client testimonial
It can be tempting to try your hand at crafting your own testimonial and draft a case study from that, but the truth is contrived testimonials are often so blatantly obvious that clients can spot them from miles away.
“Something gets lost when you try to write your own testimonial. It's nearly impossible to re-create the individualistic, unique tone of voice that each of your clients or customers has,” says Jon Simpson of Forbes.
The best thing you can do is utilize direct quotes from your client and entwine them in with the expository of your case study. It’ll really help the flow of your format, and keep readers both entertained and trusting of your transparency.
Have a versatile angle that appeals to all prospects
They say being niche is the best way to appeal to the masses, and this certainly rings true when it comes to your case study. A good tip to keep in mind is to find a compelling, but broad angle to base your case study on.
For example, if you can find a particular client who has come across a seemingly uncommon roadblock, and your company was able to help them solve it, that could be a great way to demonstrate your business’ ability to creatively and critically resolve client dilemmas. Just be certain that the unusual obstacle in question appeals to all prospective clients in your target market.
Include concrete data and statistics to support your methodology
Engaging storytelling is great, but when it comes to selling yourself to potential clientele, cold hard data is going to be your wingman. Anything you can include that directly illustrates where the problem began, and where it was resolved, will help round out your case study.
Now, your company may not be about statistics, but as long as you can provide substantial evidence to support your claims you should be good to go. But remember, try not to overload your audience with extensive, boring data. Succinctness is key, and the more relevant they are the less you need to focus on explaining yourself. Let the numbers speak for themselves!
Write in a “Challenges” and “Solutions” section
Now, this may seem redundant considering all the ways you’ve probably outlined this information in the case study already, but think of this as a basic bulleted list where you can break down what the challenges were for this particular client, followed by a brief section about what you did to help them out.
Consider it a simple recap of what you discussed where you can drive the rest of your case study home to get readers to sign up.
Incorporate some captivating visuals
Intricately written text is the lifeblood of any good case study, but with our modern visually-driven world, decorating your case study with stunning, high-resolution imagery is the icing on top of the marketing cake.
This is a wonderful opportunity to not only paint a picture of your problem-solving expertise, but also to integrate your unique branding and really solidify the image you wish to put out into the market.
Be the supporting character in your client’s hero story
Iris Leung of Piktochart mentions that, “63% of marketers have said that they’ve been able to generate leads using case studies. And as today’s consumer typically reads up to 10 user product reviews before considering to make a purchase, it’s clear the impact that case studies will have on conversion rates.”
This means that mastering case studies is a great way to supplement your marketing strategy for casting the widest lead-generating net. And of course, we all need a little support when it comes to implementing effective marketing strategies and Jenfi is here to help.
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