What’s a great way to show people how your products or services work? How do you prove that they can make a difference to someone’s life or business? And how do you get potential clients to trust you?
The answer is with a well-written case study or two, written by a professional case study copywriter.
A classic story…
There’s a standard 3-stage formula for writing successful case studies. The exact wording changes but the approach follows the same approach of Problem / Solution / Result.
It might be: Background / What We Did / The Difference We Made. Or any number of variants in the same vein.
It’s the standard approach because it works. And because it follows a story structure we all recognise and love – the one that starts with ‘Once Upon a Time…’ and ends with ‘…They all Lived Happily Ever After.’
Many case studies also feature an actual quote from the customer. This can really help, as it provides a further level of proof.
…Given a new twist
Other types of case study actually start from the testimonial. They construct the whole story around the first-hand experience of the person using the product or service, often via a written interview. In recent years the filmed experience has also become popular, showcasing in depth how a product or service has helped an organisation, or simply showing a person using and/or talking about it.
Some businesses go a step further and use Influencers. These are people who are well-known generally or admired for something particularly relevant to what is being sold and are paid to use and/or enthuse about it on social media. It’s the latest iteration of the old tactic of using a celebrity in your TV ad, with some infomercial thrown in. There are a couple of examples of these for Canon cameras in my samples below.
Case studies I’ve worked on
Below, you can see examples of some of the many case studies I’ve written or edited. They include:
- Holman Fenwick Willan (HFW) – interviewing leading lawyers and then writing up client case studies.
- EY – interviews and write-ups of individual employees as part of the company’s recruitment and employee engagement programme.
- Canon – web copy and collateral showcasing Canon Influencers and the equipment they use.
- Landsec – experiential case studies of individual properties, including several iconic London landmarks.
- GSK – interviews of graduates of the GSK Esprit graduate programme.
- Pace Dimensions – writing case studies for a hospitality sector consultant.
Writing case studies for you
However you decide to do them, case studies can reap massive benefits. The simplest and lowest cost are those where I simply write up or edit the information you give me, following the classic format of Problem / Solution / Result (or however we frame it).
I can also interview your customers to create case studies, or to follow a more bespoke question-and-answer format. I can formulate questions for a video interview, or I can interview someone being filmed, while remaining off camera myself. I can even help you pick the right customers to use and the angle to take.
I can also help you use case studies in other ways – as part of a brochure, press release or presentation, for example.
So, with a little help from a case study writer like me, why not get your customers to market your business?
For more details and a quote, please contact me