4 Mistakes You Are Making With Your Case Studies

4 Mistakes You Are Making With Your Case Studies
Heather Rubesch - Thu Nov 01, 2012 @ 08:00AM
Comments: 114

Case studies are very valuable elements of the B2B content marketing mix.  They can be stand alone pieces to leave behind with a prospect, inserted into an RFP or sales proposal or included in a newsletter.  Well executed they can solidify and clarify your benefits in the mind of your prospect.  Unfortunately there are some common mistakes that marketers are making with their case studies.  Make sure you aren’t one of them!

 

Making the before unbelievable

It is customary in a case study to ask the client to describe their previous state so the reader can get some feel for what their business drivers were for installing your system, implementing you product, hiring your consulting firm.  This is a critical piece not to over embellish.  You just make your client look bad and you set the wrong tone for the whole piece.  If you lose your believability in the first paragraphs of the case study then very few people will bother to read the rest of it.

 

The Fix

Stick with facts and metrics.  Use flowery adjectives sparingly.  Use as many direct quotes from your client as you can.

 

Letting your template constrain you

Templates are good as a guideline but they are not a one size fits all.  I recently worked with a client who had a very specific four page template that was their case study standard.  The interview material from one of the clients I spoke with was powerful but brief.  The sentiment could honestly be summed up in 2-3 paragraphs rather than four pages.  So let those 3 paragraphs be enough!  Better to present 3 powerful paragraphs that tell your story than belabor them in four pages of fluff and drivel!

 

The Fix

Write the case study without a particular format in mind.  Focus on telling the story with as much clarity and as concisely as possible.  Then see how it fits into a few templates your organization has agree upon recognizing that case studies will very in length.

 

Thinly veiled product pitches

Case studies are excellent reinforcers of product materials because they have the ability to put the product benefits into action in a relevant industry, company size, etc as the prospect.  Resist the urge to try to force your product feature laundry list into your case study.  It is fine to put a direct quote from a client about the product feature that has been most beneficial to them or the one that differentiated you from your competitors and thus served as the tipping point but don’t try and get them to quote every last feature or sneak them in to the body of your case study.

 

The Fix

Appreciate that the benefits of your product ranked greatest to least is less important than the sentiment and context of the story being told.  Be true to your clients voice even if it doesn’t fit your agenda.  Listen carefully because they might give you a bigger benefit than you could ever realize on your own!

 

Including only the overly positive

I recently did a series of interviews for a client in order to create some case studies.  I asked the same basic set of 12 or so interview questions to each customer.  In reviewing the quotes to assemble some testimonials for case studies and quotes for the website my client zeroed in on all the ones that were “This product saved our business” and “We couldn’t live without it”.  These are great but they aren’t really very specific.  The less “wow” quotes like “Their training was simple and effective and allowed us to cross train all our office staff for maximum continuity” is a lot less flowery but sure says a lot more about how you are different from your competitors. 

 

The Fix

Focus less on the headline quotes and more on the supporting details that describe what life is like with your company after the ink dries on the contract.  Let the customer describe the day to day benefits and balance it with the big picture results.

 

What are your organizations specific challenges with case studies?  How have you overcome them?

Tags: Case Studies
Comments: 114

Comments

51. Navya   |   Tue Dec 12, 2017 @ 11:11PM

Thank you for your post, I look for such article along time, today I find it finally. this post gives me lots of advise it is very useful for me.Very interesting thank you for making the article useful for me.for more fun please visit our site-
http://www.delhirussianescortsingurgaon.in

52. Taniya   |   Fri Dec 15, 2017 @ 05:42AM

I regard all that you have incorporated the degree that anyone is the concerned base.Admiring the time and exertion you put into your blog and point by point data you offer.
http://www.dwarkaescorts.com/airporthotels.php

53. Ankita  |  my website   |   Fri Dec 15, 2017 @ 06:11AM

Very informative written post. The writer here has done a great job. I personally use them exclusively high-quality elements. I would love to see more of the same from you.This is very very impressive.
http://www.goaescort.net

54. alisha jonwal   |   Fri Dec 15, 2017 @ 11:24PM

All the details are brilliant and very interesting and I am glad to see this post. http://www.thebangaloreescort.com/

55. dexknows  |  my website   |   Tue Dec 19, 2017 @ 01:29AM
56. Tivragati Packers  |  my website   |   Tue Dec 19, 2017 @ 04:40AM

Tivragati Packers & Movers, a moving company working on the national level providing packing and shifting services for short as well as long distances.The best part about us that we available even on a very short notice.We are officially certified and insured Packers and movers in Ahmedabad. Packing and moving services offered by us are quite economical to the common man's Pocket.
Packers and movers in ahmedabad
Packers and movers ahmedabad
Movers and packers in ahmedabad
Movers and packers ahmedabad

57. Kavya Sharma   |   Tue Dec 26, 2017 @ 04:18AM

Thanks for your page! Your share information it helped me alot! I pray for you to be happy and successful in your life.
http://www.jaipurescortagency.com

64. kamalcargo  |  my website   |   Wed Jan 17, 2018 @ 11:12PM

Kamal Cargo Packers and Movers in thane are offering premium quality hassle-free and outstanding services such as household goods relocation services, household goods packing services . We have expertise in Industrial transportation and packing services, Industries & office relocation, household goods transportation services too.

66. Konarkpackers   |  my website   |   Sat Jan 20, 2018 @ 03:59AM

Konark Packers and movers in Thane is moving and shifting solutions in thane. We are trusted and professional service provider.. You just need to specify your goods and forget about all the worries of the goods, we will be delivered it at new place with more caring and safe.

67. Rohini singh   |  my website   |   Mon Jan 22, 2018 @ 11:07PM

THanks for giving us valuable information.

<a href="http://rohinisingh.com">Escorts in Bangalore</a>

<a href="http://rohinisingh.com">Bangalore Escort Services</a>

<a href="http://rohinisingh.com">Escort Service Bangalore</a>

<a href="http://rohinisingh.com">Best Escorts Bangalore</a>

<a href="http://rohinisingh.com">Independent Bangalore Escort</a>

<a href="http://rohinisingh.com">Bangalore Call girls</a>

http://rohinisingh.com

68. kamlesh  |  my website   |   Tue Jan 23, 2018 @ 10:41AM
69. kamlesh  |  my website   |   Thu Jan 25, 2018 @ 11:30AM

<a href='http://www.resultnews.co.in/up-postal-circle-recruitment-2018/
'>Latest UP Postal Circle </a> Recruitment.

70. Sunil  |  my website   |   Tue Jan 30, 2018 @ 03:22AM

Latest Govt Jobs 2018

71. Penyebab Radang Paru Paru  |  my website   |   Thu Feb 08, 2018 @ 06:44PM

To open me today, happy of course can listen to this article that you created this.

72. movers and packers in ahmedabad  |  my website   |   Sun Feb 11, 2018 @ 05:16AM

Every time when it comes to shifting house, we used to struggle a lot but not this time. It was a ‘cakewalk’ with help your blog.

73. fergie malhotra  |  my website   |   Tue Feb 20, 2018 @ 08:56PM

Your ideas and blogs are unique.
Please share your blogs regularly.

http://www.thegirls.in/

74. fergie malhotra  |  my website   |   Tue Feb 20, 2018 @ 08:57PM

Your ideas and blogs are unique.
Please share your blogs regularly.

75. alisha jonwal   |   Thu Feb 22, 2018 @ 12:03AM

I am so happy to see this brilliant informative post. http://www.manalicallgirls.in/

76. Nicole John  |  my website   |   Wed Mar 14, 2018 @ 12:24PM

Visit These Links:

http://www.cheathacker.com/simcity-buildit-cheat-hacker/
http://www.cheathacker.com/grand-theft-auto-5-cd-key-generator/
http://www.cheathacker.com/dream-league-soccer-18-cheat-hacker/
http://www.cheathacker.com/battlefield-4-serial-key-generator/
http://www.cheathacker.com/transformers-earth-wars-cheat-hacker/
http://www.cheathacker.com/the-sims-4-cd-key-generator/
http://www.cheathacker.com/soccer-stars-cheat-hacker/
http://www.cheathacker.com/fifa-mobile-soccer-cheat-hacker/
http://www.cheathacker.com/marvel-contest-of-champions-cheat-hacker/
http://www.cheathacker.com/fifa-17-ultimate-team-cheat-hacker/
http://www.cheathacker.com/deer-hunter-2017-cheat-hacker/
http://www.cheathacker.com/wwe-supercard-cheat-hacker/
http://www.cheathacker.com/subway-surfers-cheat-hacker/
http://www.cheathacker.com/madden-nfl-mobile-cheat-hacker/
http://www.cheathacker.com/league-of-legends-cheat-hacker/
http://www.cheathacker.com/call-of-duty-ghosts-cheat-hacker/
http://www.cheathacker.com/asphalt-8-airborne-cheat-hacker-androidios/
http://www.cheathacker.com/pro-evolution-soccer-pes-2017-cd-keygen/
http://www.cheathacker.com/pokemon-go-cheat-hacker-android-ios/
http://www.cheathacker.com/cooking-fever-cheat-hacker/
http://www.cheathacker.com/clash-of-clans-cheat-hacker-ios-android-facebook/
http://www.cheathacker.com/candy-crush-saga-cheat-hacker-2017/
http://www.cheathacker.com/football-manager-2017-cd-keygen/
http://www.cheathacker.com/boom-beach-cheat-hacker-android-ios/
http://www.cheathacker.com/angry-birds-go-cheat-hacker-fb-android-ios/
http://www.cheathacker.com/football-manager-2016-cd-keygen-ps-xbox-pc/
http://www.cheathacker.com/watch-dogs-2-cd-keygen-ps-xbox-pc/
http://www.cheathacker.com/8-ball-pool-cheat-hacker-androidiosfacebook/
http://www.cheathacker.com/king-avalon-dragon-warfare-cheat-hacker-androidios/
http://www.cheathacker.com/the-sims-freeplay-cheat-hacker/
http://www.cheathacker.com/pes-club-manager-cheat-hacker/
http://www.cheathacker.com/clash-kings-cheat-hacker-android-ios/
http://www.cheathacker.com/criminal-case-cheat-hacker-fb-android-ios/
http://www.cheathacker.com/simpsons-tapped-cheat-hacker-androidios/
http://www.cheathacker.com/dead-rising-4-cd-key-generator/
http://www.cheathacker.com/despicable-me-minion-rush-cheat-hacker/
http://www.cheathacker.com/pro-evolution-soccer-2018-pes-18-cheat-hacker/
http://www.cheathacker.com/moviestarplanet-cheat-hacker/

77. Alison Paul  |  my website   |   Mon Mar 26, 2018 @ 02:53AM

Visit Links:
http://www.exacthacks.com/asphalt-xtreme-exact-hacks-tool/
http://www.exacthacks.com/2018-hack-asphalt-xtreme-mod-apk/
http://www.exacthacks.com/steep-game-cd-key-generator/
http://www.exacthacks.com/angry-birds-rio-exact-hacks-tool/
http://www.exacthacks.com/wifi-password-exact-hacks-tool/
http://www.exacthacks.com/facebook-account-exact-hacks-tool/
http://www.exacthacks.com/csr-racing-exact-hacks-tool/
http://www.exacthacks.com/clash-royale-exact-hacks-tool/
http://www.exacthacks.com/gears-of-war-ultimate-edition-game-cd-key-generator/
http://www.exacthacks.com/netflix-premium-account-generator-2018/
http://www.exacthacks.com/paysafecard-code-generator-codes-list/
http://www.exacthacks.com/google-play-gift-card-code-generator-2018/
http://www.exacthacks.com/dream-league-soccer-2018-exact-hacks/
http://www.exacthacks.com/xbox-live-gold-codes-ms-points-generator/
http://www.exacthacks.com/amazon-gift-card-code-generator-2018/
http://www.exacthacks.com/blur-game-cd-serial-key-generator/
http://www.exacthacks.com/sniper-ghost-warrior-3-cd-key-generator/
http://www.exacthacks.com/wwe-2k18-cd-key-generator/
http://www.exacthacks.com/sniper-elite-4-cd-serial-key-generator/
http://www.exacthacks.com/project-cars-4-cd-serial-keygen/
http://www.exacthacks.com/resident-evil-7-biohazard-cd-key-generator/
http://www.exacthacks.com/credit-card-number-generator-cvv-expiration-date/
http://www.exacthacks.com/paypal-money-generator-adder/
http://www.exacthacks.com/hearthstone-hack-tool-unlimited-gold-dust/

78. crystal gifts online   |   Tue Apr 03, 2018 @ 04:29AM

Maacrystals is The Best Plat Form of online gift Items that offers a Wide range of gifts that can be personalized. The Portal has Different Types of Gifts Such as Acrylic, Sublimation Mugs, Mug Printing, Sublimation T-Shirts, Plates, Sublimation Heart Stones, Sublimation Wooden Gifts, Sublimation Water Bottles, Sublimation Photo Frames Sublimation Mug Blanks and Mush more, Send online gifts to dear ones and be a reason for their smile.
<a href="https://www.maacrystals.com/product-category/crystal-engraving/crystal-book-shape/">crystal book shape online</a>
<a href="https://www.maacrystals.com/product-category/crystal-engraving/crystal-card-holder/">crstal card holder gifts</a>
<a href="https://www.maacrystals.com/product-category/crystal-engraving/crystal-cuboid/">crystal cuboid gifts online</a>

79. jaipur escorts  |  my website   |   Wed Apr 04, 2018 @ 01:26AM

VIP escort females given us in the critical towns of Jaipur. Your buddy office is an observed INDEPENDENT JAIPUR ESCORTS amusement for as far back as eleven and furthermore years. We are situated in Jaipur the town of the famous way of life and cordiality. Our advantageous clients will be amazed to discover that individuals offer a tremendous gathering of more than escort young ladies.

80. kamalcargo  |  my website   |   Wed Apr 04, 2018 @ 03:17AM

Kamal Cargo packers and movers in Thane are reliable and professional service for moving from one place to another location. Kamal Cargo packers and movers are most reputed and timely delivering packing and moving company.

81. Tivragati Packers  |  my website   |   Thu Apr 05, 2018 @ 02:50AM

Tivragati Packers and Movers are an expert in providing packing and unpacking services of all the items. Loading of goods is also of great significance to us because many goods are damaged during this process. Tivragati Packers and Movers provide trucks for the transportation of goods. Warehousing facility is one of the most important factors in logistics trade.

82. ravi  |  my website   |   Fri Apr 06, 2018 @ 06:27AM

I like your post. Thanks.
<a href="http://kitchengoodies.net">Kitchen Goodies</a>
<a href="http://earthofshopping.com">Styling tips for summers</a>
<a href="http://top10reviewguide.com/wp-admin">Top 10 review guide</a>
<a href="http://yourdailyneeds.org">Daily Needs</a>
<a href="http://bestofovens.com">Best Ovens</a>

83. Packers and Movers Near Me  |  my website   |   Wed Apr 11, 2018 @ 09:18AM

Ujjawal Packers and Movers are one of the well-known company for professional packers and movers in India. If you are looking for right packing and moving services, hire our affordable packers and movers services. http://www.ujjawalpackers.in

84. Packers and Movers in Ahmedabad  |  my website   |   Wed Apr 11, 2018 @ 09:21AM

Hire the most reliable packers and movers in Ahmedabad? Just dial or call to Decent packers and movers for household shifting, domestic relocation, office shifting and car & bike transportation, warehouse services etc. We offer safe & reliable packers and movers services in Ahmedabad at a very affordable price.
http://www.decentrelocation.com
http://www.decentrelocation.com/packers-and-movers-in-ahmedabad.html

85. abcya  |  my website   |   Tue Apr 17, 2018 @ 11:51PM

Your article is easy to understand, the simple way of communicating is accessible to the majority of people. I will keep track of your posts regularly.

87. motiva  |  my website   |   Sat May 05, 2018 @ 08:17AM

Lovleuy Post

88. happy wheels   |   Mon May 07, 2018 @ 05:16AM

Good article and knowledge for me! I found a lot of information here! This article is really good for all newbie here. Thank you for sharing with us!
http://happywheels8.com

89. iOS 12 Guide  |  my website   |   Mon May 14, 2018 @ 09:18AM

Apple is getting ready for the launch of iOS 12 beta for developers. If you are interested in downloading/installing iOS 12 beta on iPhone or iPad device. It is now time to prepare for the rollout of iOS 12 update for your devices.

https://ios12guide.com/ios-12-beta-download/

90. Taniyakhan   |   Mon May 21, 2018 @ 01:56AM

This is really very nice blog and so informative, I would like to thank you for all the information you give.
http://www.mahipalpurcallgirls.com/photos-gallery/

91. Paul Hughes  |  my website   |   Mon May 21, 2018 @ 02:48AM

You just have to follow the simple procedure in order to download DigiAPK for android. https://digiapk.com/

92. international foundation group  |  my website   |   Tue Jun 12, 2018 @ 06:13AM

I think education is the best way to do social work. So I am driving educational service in UK, UAE mainly study in Dubai, London, Spain, York, Malta, Abu Dhabi etc related Study <a href="https://www.intfoundationgroup.co.uk/our-courses/pre-sessional-english">Pre-sessional English course in UK</a>, <a
href="http://www.intfoundationgroup.co.uk/our-courses/one-to-one-tutoring/
">One to one English Tutoring</a> for outsiders, <a href="http://www.intfoundationgroup.co.uk/our-courses/pre-masters-programmes/">Pre-Master courses</a> in <a href="http://www.intfoundationgroup.co.uk">Best foundation colleges UK</a>. If you looking for these courses so that you can get admission in well-known colleges then you can connect with us. I am here one call away always.

94. Janice Lewis  |  my website   |   Thu Jun 14, 2018 @ 11:49PM

Games are our best https://www.apkcoach.win/ companion for leisure hours ,in fact, some games are so addictive that we find spare hours out of our busy schedule just to play them

95. thebest5  |  my website   |   Sat Jun 16, 2018 @ 03:31AM

The Best Five packers and movers in Chandigarh not only serve you within the Chandigarh city. But also performs movers jobs to other cities, states and even across countries. If you are planning to relocate your home or office in Chandigarh. Than hiring our Packers and movers Chandigarh services would be a right choice.

96. Hospital Bed Manufacturers  |  my website   |   Mon Jun 18, 2018 @ 02:01AM

Ankit hospital bed manufacturers is one of the biggest and most experienced hospital bed manufacturers in India. We are pioneer in our field of hospital bed manufacturers. We do manufactures and supply many type of hospital furniture as per client need and demands.

97. Ankitech Polyweave  |  my website   |   Mon Jun 18, 2018 @ 02:02AM

Ankit hospital bed manufacturers is one of the biggest and most experienced hospital bed manufacturers in India. We are pioneer in our field of hospital bed manufacturers. We do manufactures and supply many type of hospital furniture as per client need and demands.

98. Hospital Furniture   |  my website   |   Mon Jun 18, 2018 @ 05:24AM

Ankitech brand hospital furniture have rich looks, inventive plans and utility, aside from normal hospital furniture straight forwardly identified with patients and human services suppliers. We do manufacture and supply all type of best hospital furniture like hospital beds, ward furniture, medical furniture, trolleys, stands , tables, Labor delivery bed and infant furniture.

99. JenelleStevenson  |  my website   |   Wed Jun 27, 2018 @ 01:56AM

Solid streamz app is a live TV streaming app that wouldn’t let you miss your favourite shows even while you’re on the go. https://solidstreamz.org/

100. Aayah Khan  |  my website   |   Fri Jun 29, 2018 @ 06:36AM

I checked on the World Wide Web to figure out more in regards to the issue and discovered most people will go with this specific website to your viewpoints in addition.

powered by Doodlekit™ Free Website Builder