Writing a case study to promote a product or service means more than simply stringing together a list of features with a couple of quotes. To get the maximum effect, a case study needs to be informative and persuasive.
Pick a clear example
A prospect reading the case study needs to understand what problem is being addressed, by what type of company and to what effect. The ideal customer example has clear details on each of those points. The aim of a case study is to allow a prospect to visualize how the solution might benefit his or her business and concrete details will help.
Use a story format
Use a story form contrasting before and after the implementation of the product or solution. This allows the prospect to envisage the solution clearly and to understand its effects. By focusing on before and after, the writer can draw out the benefits of solution and frame them in a way that is meaningful to the client.
Focus on the benefits
The most effective approach is to focus on the benefits realized by the case study company. A case study is not the place for a detailed technical discussion; the purpose is to help the reader to picture how his or her business would look after implementing the solution. In other words, focus on the client’s needs rather than the features of the sponsoring company or product.
Where possible quantify the benefits to make them more compelling. For instance: In the 6 months following implementation, company A calculated savings of more than $xxx.
Use active verbs and lively quotes
People are busy so the case study writer needs to adopt a style that is clear, direct, simple and lively to keep them engaged and reading. Active verbs keep a story moving along and eye-catching quotes that sum up the solution from a client perspective will help build a bridge to the prospect.
Layout is important
A full page of unbroken text is daunting and not inviting to a time-starved reader. Using subheadings to break up text, and call-outs or sidebars will make the presentation much more appealing. Additionally, subheadings can be created that can convey the key points of the case study at a glance so that a skim reader can still grasp the relevance of the study.
Case studies are an important tool for marketers and in the absence of a specialist in-house writer it is worth considering outsourcing to a writer skilled in balancing technical detail with marketing requirements.
Alison Harrison - Alison Harrison is a freelance writer and communications professional. She has a passion for helping people to strike up meaningful ...
