Case studies are like a long testimonial for your business. You solve a problem for your client. The client recognizes you for it. You get to promote it on your website in the form of a case study.
Sounds easy, right?
In reality, a good case study can take a couple of weeks to complete. There are several steps to the process, if you want it done well.
Find the Right Client
- First, you have to find the right client. It’s not enough that the client was happy with your product or service. Your case study “story” will be richer if the client has a thorough understanding of your product/service. Clients that experienced exceptional results using your product/service are also desirable.
- Then you have to get the client on board with the project. This may consist of multiple contacts: phone, email, possibly in-person. You can’t be too pushy, of course.
- Once the process and expectations are spelled out clearly, you have to get them to sign a release form. It shows the client agrees with the terms of presenting its “face” to the world on your website, the context in which you will be sharing information about the client (e.g., sales were down 20 percent before the client began using your product/service and how sales have improved since then as a result of using your product/service).
Once the Release Form Is Signed
- Conduct the interview with the client. (HubSpot suggests sending a pre-interview questionnaire to your client before the actual interview.) It is important to structure the interview in such a way as to pull anecdotes from the client. It’s difficult to build a winning case study with yes and no answers.
- Frame the case study (outline how you’re going to write it, keeping your audience top of mind).
- Write the case study. If the homework has been done properly, it should not be too difficult to write a compelling story that shows how your product/service has helped improve the bottom line and/or the processes of a valued client. Don’t forget to add a call to action to the final version.
- Once the case study has been written and edited by the marketing team, it is time for the review process.
Review, Review, Review
- Get approvals from all stakeholders, internal and external. This step is why the earlier step of making sure the client understands the timelines and other expectations is so important. I worked for a large IT services company that keeps several possible case studies in the pipeline because the approval process can sometimes drag out or even break down at this point. Transparency and helping the client have a clear understanding of what you are trying to achieve are very important.
- Make any necessary changes, review again internally and then post.
I have worked on many case studies over the years for employers and clients. Doing the legwork up front (i.e., choosing your client carefully and establishing clear expectations for their contribution, including a signed release form) can make a difference to the quality of your finished product. I would love the opportunity to use my experience to help you add value to your brand by creating a well-researched, expertly written case study.
Please email or call anytime. I return calls promptly.
Contact Phoebe King Copywriting ProSchaumburg, IL USA
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