How to write an effective case study
Case studies are a powerful tool because they offer potential clients a real-life glimpse into what you do and how you do it. Unlike testimonials, which do have merit but only highlight a happy client’s point of view, a case study goes deeper to create credibility for your business by showcasing your methods, differentiators and successes.
In other words, a case study focuses on a problem your target audience may already face and shows how you have already successfully solved it for someone else. It increases your brand credibility and authority and helps your potential clients better understand what you do.
The key to writing a compelling and impactful case study is to first choose the right problem and client to highlight. A scenario that doesn’t resonate with others, one that led to weak results, or involved a less-than enthusiastic client will not do you any favours.
Once you have chosen a scenario, you simply need to tell a story from beginning to end to create an emotional connection with your audience.
Give some background. Start by introducing the client and sharing a little about what they do. Don’t spend too much time here as it is simply meant to set the stage.
State the problem. Dive into the client’s challenge as this is the main purpose of the case study. An important thing to remember, however, is to make sure that the problem does not reflect badly on your client or their business. If needed, twist the problem from a negative to a positive by showing how your client was being proactive in addressing a situation. For example, instead of writing that sales were slow and business was suffering, write instead that the business was looking to grow and expand.
Show your solution. Resist the urge to simply write about the end result just yet and instead outline each step. Remember, solving a complex problem isn’t only about planning the solution, it is also about the actions you take so don’t forget to explain your process and highlight your differentiators.
Reveal the outcome. Were your solutions successful? (If they weren’t, now is the time to be asking yourself why you are showcasing this client and situation.) Explain how your expertise and solution led to a favourable outcome for your client and their business. It is important to note that not all problems produce tangible results, which is what makes the next point even more important.
Ask for a testimonial. Highlight your hard work with praise that comes directly from your client. It gives the case study a final point of credibility because now you are not just tooting your own horn, but your client is backing you up.
Want to see how it’s done? See some of our case studies.