When is the last time you read a case study that blew your socks off? Just really made you think, “huh, that was really compelling.” Better yet, actually read one that was longer than a couple of paragraphs.
Nope, didn’t happen because you live in the modern age where everything needs to be short, to the point and – most important – compelling and relevant to you.
And why are we talking about case studies, anyway? Well, because people still want to hear about the experiences of others who have faced – and resolved – the same situation they are now grappling with.
Many companies struggle with case studies. Sometimes, that’s because their customers say ‘no’ to a case study (which every company faces regardless of size, but that’s an entirely different problem…one that we excel at overcoming, BTW). Other times, it’s that their case studies are the equivalent of eating dirty, dusty cardboard (take a second to simply imagine that) – not very palatable.
The good news? It doesn’t have to be that way. We’re going to share our approach to case studies that will change your case-study life. The secret ingredient? Approaching the case study as you might a new customer – understand yourself and how you do what you do, understand the deeper customer problem, articulate in simple and jargon-free terms how you resolved their problem, most of all, focus on the business outcomes.
While there is a basic framework (company overview, problem, solution, outcome, etc.) we find that much of the useful and meaty information is gleaned from prodding and investigating business-related details. Take note of this final point: we find that really good case studies are typically developed by those with business experience versus someone who is more of a writer or PR background.
So, where to start?
Start with this: Tell me about your company – what do you do, how are you organized, what are your values, what makes you successful?
Then, tell me about your business/product –
Now, tell me about your customer’s business (the focus of this case study)
How did you resolve the problem?
DO NOT FORGET THE QUOTE