Writing Case Studies

Case studies have an advantage over other marketing collateral you might create: they involve a third party proving your message for you. If done correctly, they’re the ultimate credibility builder and deserve to be prominently placed on your website and your other marketing materials.

Case studies are, in essence, customer success stories. So you should write them like any other story. They should have a beginning, middle, and end. The featured client should have a clearly-defined business problem, with obstacles recognizable to your audience. And your company is the hero that swoops in and saves the day.

Keep case studies as simple – and as short – as possible. No more than 750 words is ideal. Use pull quotes, bullet lists, and section headers to make it easier to scan. Instead of stock photos or clipart, ask the client for images that highlight their product or service.

Even if the focus is technical solutions, case studies can still be engaging and compelling – it’s all in the presentation. Charts showing data are great, but don’t go overboard. Ultimately, there should be just enough information to tell the story clearly and succinctly.

David's blog

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