Friday, 13 June 2014

How to write the perfect case study

Case studies are a great way to showcase your services and products in a realistic way that helps the reader understand what makes your company tick. You can explain how you helped a customer achieve their goals and how your company pulled out all the stops using slick processes, industry contacts and the expertise of your staff. Sound easy, eh?

But I read many ‘case studies’ that turn in to a mundane detail-fest or are so vague that I’m not sure what the point of the case was! Striking a balance is crucial.

Set the right tone of voice. So start with the headline – focus on results and achievement. After all this is telling the reader what you did for others in their position and shows your company as being results focused.

There’s nothing wrong with using jargon specific to your sector – indeed if you use it and explain it, this could be quite educational to the reader. This could be in a panel or box at the side, or include web links to a glossary.

Also, think of the format of how you display the case. For example, you could do it in a diary format, day by day, step by step or as a Q&A. It depends what will work best for your audience or prospective clients.

Here are 5 easy pointers to remember:
- Pick a case that is typical, but also has an element of going the extra mile, or a problem that    cropped up that needed solving for the case to conclude
- Tell the whole story from start to finish – don’t skip key parts of the process
- Include real numbers – such as amounts of money, size of transactions, number of web visits  etc
- Use genuine quotes from your staff and customers to add authenticity
- Conclude by explaining how what you did was of benefit to the customer and the overall results of the case for both parties. 

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