Savvy Speaks: Case Study Writing Best Practices

Savvy Speaks: Case Study Writing Best Practices
Savvy Sisters - Wed Jun 01, 2011 @ 12:33AM
Comments: 123

Whether you call it a case study, a success story, or something else, these little action-packed workhorses go a long way toward helping your buyers down the sales cycle. This week the Savvy Sisters share their best tips on making them more effective.



Consider Video

Like all B2B marketers I struggle to get the attention of busy decision makers and influencers.  I have found video case studies that can be segmented into "mini-testimonials" is a great way to be able to create on-demand content that can be inserted into newsletters, powerpoint presentations, tradeshow displays that make case studies more powerful than a bunch of text on a page.

If your organization still needs that two page double column width case study with the head shot of the customer you interviewed and the client logo along side yours the work you do creating the video can still fill that void as well.  You can lift quotes directly from the client and write up a traditional case study.

Wendy Thomas


Give it value 

How often have we done something in our lives where we've wondered how the information will apply going forward (college algebra). A case study is only as good as the information and application it imparts.

Make sure that you not only use relevant information but write the story (and it must be a story with a beginning, a middle, and an end) in such a way that your audience will be able to say "Aha - you know, I could do something like this in my situation." 



Find the unique angle

Don't rely on a standard set of questions for every customer interview. If you do, all your case studies will sound alike (and probably be more product- than customer-focused).

Conduct your research: talk to the account manager, partner and whoever else knows the behind-the-scenes details and research the customer online to uncover an interesting slant. Then pull together a set of interview questions that helps you gather the details to support that story line.



Tell an actual story

Go beyond the data to deliver a story that the reader can really relate to. Get inside their heads so you can depict their worst nightmare (and how you solved it for client X) in language that will draw them into the drama of the project and your triumphant success. 

Think about your story arc - about the "hook" that will draw your readers in, the mounting tension as you describe the seemingly hopeless situation, and then the climactic resolution.

Bring "gritty reality" into your story with real world quotes from your client - not those stuffy, pre-scripted sound bytes, but emotional accounts of the problem, the process, and the euphoria of working with you to implement the solution. 

Craft your story the way you might craft an action-packed screenplay. Give it some life and your readers will get the full impact of how fabulous you are.



Help the reader see herself in the story

While you are telling a story about a specific success for a specific company, don't forget that the reader needs to be able to draw parallels to her own situation. Getting TOO specific about the nitty gritty details will cause most readers to tune out. Remember it's not a reference architecture or technical white paper, it's a tool to show how your product solves a particualr business problem. Focus on the problem and solution benefits, and leave the installation details to the imagination.


What are your best practices for case studies?

Share them here!

Comments: 123


101. cara cepat melahirkan  |  my website   |   Mon Aug 21, 2017 @ 09:41PM

Good friends are hard to come by. Sending a thank you letter to a good friend will let him or her know how much (s)he is valued, and why.

102. evanewz   |   Mon Sep 18, 2017 @ 10:15PM

On the off chance that one focuses on the predominant press as well as utilizations web-based social networking, they may have caught wind of various big names who have shared their perspectives on the transient emergency. <a href="">evanewz</a>

107. Ajun  |  my website   |   Wed Nov 01, 2017 @ 10:15PM

Saya suka sekali dengan informasinya. Terimakasih

109. Roni syah  |  my website   |   Sun Nov 19, 2017 @ 04:53AM

Thanks for your content....

110. AGEN DOMINO QQ  |  my website   |   Sun Dec 03, 2017 @ 02:32AM

Nice articel bro ..
I like your post, Dont Forget To visit My Web ..

Win7Poker, Agen Poker Online Terpercaya
Bandar Judi Online Terpercaya
Agen Judi Online Terbaik

111. Assignment Help NZ  |  my website   |   Wed Dec 13, 2017 @ 04:27AM

Our online professional New Zealand assignments writers are attainable for student’s help every time and in completing their homework and assignments.

115. krim penghilang flek hitam  |  my website   |   Mon Jan 22, 2018 @ 12:57AM

116. krim penghilang flek hitam  |  my website   |   Mon Jan 22, 2018 @ 12:58AM

117. cream penghilang flek hitam  |  my website   |   Mon Jan 22, 2018 @ 12:59AM

118. Bunshun  |  my website   |   Tue Jan 30, 2018 @ 09:01AM

That was brilliant sharing

119. Odon  |  my website   |   Tue Jan 30, 2018 @ 09:02AM

thanks for sharing lads

120. harga iphone x  |  my website   |   Fri Mar 16, 2018 @ 11:53PM

best practice your work

121. ilmu pelet  |  my website   |   Sun Jul 22, 2018 @ 11:59AM

big writing project if you want to submit your aplication please contact us

122. Boostlize  |  my website   |   Tue Jul 24, 2018 @ 02:26AM

Thanks for the post,
the site list is very much helpful.
Best of luck.

123. Charlotte NC Real Estate  |  my website   |   Sat Jul 28, 2018 @ 06:47AM

Finding real estate is easy with our Charlotte NC, Lake Norman MLS property search. It is updated continually to ensure the most complete and accurate results possible.

1 3 Next
powered by Doodlekit™ Free Website Builder