Case studies can be a powerful way to show your ideal clients how your products or service would fit in to their lives and the results you’ve achieved for your existing customers.
Having written case studies for both clients and my own business I wanted to share some tips on how to write one and some key headings you might want to include.
1. WHICH CLIENTS WILL MAKE A GOOD CASE STUDY?
A question I get asked a lot is who should I choose to use in my case study? My usual response is to choose someone who:
🔹 Will resonate with your target audience and where you can really demonstrate a common pain point that your product or service can alleviate and can be used to illustrate the journey.
🔹 You’ve achieved results for or are particularly proud of the project you’ve worked on.
🔹 Is well known and credible within your marketplace.
🔹 You have a good relationship with and know would happily recommend you to others
🔹 It’s a service you enjoy and want to continue to offer (there’s no point in producing a showcase of something you wouldn’t wish to repeat for another client)
So you’ve chosen who to feature but now what?
2. KEY THINGS TO ASK YOUR CLIENT IF YOU’RE USING THEM FOR A CASE STUDY
First off you will need permission and sign off from the client you are wishing to feature. You will also need to gather specific information on their journey from their perspective.
To get this I usually schedule in a 30 minute call to go through:
🔹 How they felt before using your product or service
🔹 How they felt using your product or service
🔹 Their results with your product or service and how it has helped them to achieve their business goal
🔹 Why they would recommend your product and service in their own words (i.e. testimonial). It’s also helpful if you can get them to pin down the single biggest reason they would recommend you to others
Once you’ve done some information gathering you can start to think about how to present what you’ve extracted.
3. WHAT SHOULD I INCLUDE IN MY CASE STUDY?
I find quite a traditional approach works and like to include the following sections:
🔹 Executive summary – to summarise the whole story
🔹 About the client – so the reader can understand a bit more about the client you are helping
🔹 The challenges – so you can demonstrate what problems the client came to you with
🔹 The solutions – what you did and the service you provided to solve your client’s problem. Powerful images can often be used to help illustrate your solutions.
🔹 The results – this is where you can really showcase what you’ve achieved using not only words but images, screen grabs and graphs or what ever helps to visually bring the piece to life.
🔹 Call to action – at the end of the piece you want to give your readers a reason to get in touch with you and provide your key contact information.
I also like to include a client testimonial on the first page and last page so it’s immediately clear from the client how your product or service has made an impact. Even if they go on to read nothing in the middle the testimonial is likely to stick in their mind. In some instances I’ve also included a client photo to humanise the copy.
Ok so you’ve written your case study, had it designed up but then what do you do with it?
4. HOW ELSE CAN I USE MY CASE STUDY?
🔹 Put it on your website so people can view whilst they are gathering information about your company
🔹 Share it as a document on your social networks
🔹 Use the results images for social media posts
🔹 Use the testimonial as a quote graphic for your social media platforms
🔹 Send it when pitching for work. Case studies are a great way of showing potential clients what you have achieved for existing clients. In some instances companies will ask for case studies
Want some case study inspiration? View my most recent KAMguru case study here.
Or read about how I supported Union Baptist Church in this marketing communications support case study
Got some feedback or specific questions on writing case studies? Please get in touch
Struck a nerve?
✅ Has this article inspired you to think more about using case studies as a powerful marketing tool for your business?
✅ Perhaps you’re looking for some assistance in bringing your success stories to life?
✅ Do you want a range of powerful case studies to attract your ideal client but not sure you have the time?
I’d love to help!