7 Tips for Writing an Effective Case Study
Write Informative Case Studies
A well-written case study is your instrument for educating potential customers on how your product performed effectively for others. This type of copywriting highlights how your product provided real solutions to a real customer. The intent of this type of writing is to show that your product can do the same for the reader.
Here are 7 Tips for writing an effective case study:
1. Remember that you’re talking to a person
While your case study will be more reportorial and narrative in tone (versus full-blown sales oriented), it doesn’t have to come across as a generic, robotic piece. Remember that you’re explaining something to someone – a real person.
Converse with them, via your piece, in an honest way that gets to the heart of their needs. Show that you are offering a solution to them. Help them become ardently involved with what you’re saying due to you offering benefits that will help them.
2. Be honest
Make sure you accurately relate what a customer needs to do to purchase your product. Moreover, indicate what the customer must do to employ the product in their operations (a B2B customer) or at home (a consumer).
Show what an actual customer encountered with your product, the good and maybe the not-so-good. This is an example of honesty in case study copywriting.
Don’t fluff over issues that can arise with the implementation or use of the product. Be honest, but show how issues were solved successfully.
3. Lead with an Interesting Headline
Headlines rule in copywriting.
A good headline draws the reader into the main content. An interesting case study headline could be, “How One Company Increased Their Cold-Calling Conversion Rates by 15%.” A business or sales professional looking to improve on cold-calling will be drawn in by this reference to greater cold-calling success.
4. Showcase the customer
A case study is about a customer who had success with your product. Tell your reader who this customer is (who agreed to be highlighted in the piece). Your readers want to know about the actual business or individual that reaped benefits from your product.
5. Have a good structure
Build your case study on a good structure. Your introduction must encapsulate your solution to the customer. Next, your main body must show how your product solved the customer’s challenge. Furthermore, include real data, statistics, and/or a chart and such that point out concrete results. Conclude by relating how everything worked together to the customer’s satisfaction. Indicate that the reader can realize these same results.
6. Tell the whole story
Relate what the customer was looking to achieve with your product. Show other ways the customer may have attempted to solve their problem before they came to you. Relate how and why your product caught their attention. Show how using your product satisfied the customer’s needs. Go into detail on how your product delivered for the customer.
7. Consider the length
As is so often stated in copywriting – get to the point. Most case studies are relatively brief between one and two pages long. Don’t overtax your readers with a long discourse. They are busy people. Focus on giving them the facts about your product and what it does – and do this in a straight-to-the-point, succinct manner.
A good case study is an emissary for your product, and your company overall. With it, you show how your dedication is to serving your customers with effective solutions. Use case studies to position your business for greater growth.