Wondering how to write a business Case Study to show how you’ve helped a client? Not sure whether it’s the right way to go? They’re not as difficult to put together as you may think. Here are some frequently asked questions and answers about business Case Studies to help you get started.
What is a business Case Study?
In the business marketing context, a Case Study describes a real-life situation where your business has been required to provide a solution to your client’s problem. Basically, it’s a story about how you’ve solved a problem or issue for a current or past client and the outcomes you have achieved.
Why should I write a business Case Study?
In the past, if your marketing copy said, “We’ll help you get the best results”, people believed you – because businesses used to deliver on their brand promise. However in recent times, most of us have had at least some experience with a business which doesn’t fulfill its brand promise, and that makes us cynical about marketing messages. So now we look for proof of the outcomes we should expect before we commit to buying.
Your potential customers want to see some “social proof”, meaning they want to see that others have successfully used your product or service, and which outcomes you provided … and then they will choose whether to copy your subject’s behaviour. We’ve largely become a society of followers.
A Case Study is certainly one of the best ways to clearly demonstrate social proof.
What will a business Case Study help me to achieve?
Apart from the all-important social proof, a business Case Study has the ability to:
- Demonstrate the value of your product or service
- Reinforce the outcomes of your product or service
- Show how you have helped your client/s and solved their problem
- Position your business and brand as an authority in your field
- Demonstrate the calibre of your clients
- Offer your clients an opportunity for additional publicity
- Has the potential to influence key decision-makers to buy from you
How should I structure my business Case Study?
It’s important to use real-life examples rather than imaginary scenarios. Try to choose an example of a problem or client your customers can easily relate to.
Of course, you’ll need to ask the permission of the client you’re profiling in the Case Study before you use their business name or example.
- Start from the very beginning
- Outline the issue or problem your client was experiencing before they used your product or service
- Detail the specific needs of your client
- List the potential solutions to the problem, together with the positives and negatives of each
- Provide details of the option you offered and why it suited the client’s situation
- Clearly list and demonstrate the outcomes and benefits provided by your solution
- If you have measurable outcomes, use statistics or percentages to reinforce the difference your product or service has made to your client, for example, “This product helped XYZ Company improve their output by 50%” – obviously this must be true!
How do I make my Case Study easy to read and understand?
Try to remember that some people will understand a concept simply by reading text, while others require diagrams or pictures, or better still, a video.
Headlines are important
You need to capture the problem you’re addressing for your client in the headline, for example, “How to solve your acoustic problems” or “The best way to dress a wound”. Think about the problem you’ve solved and the issue your prospective clients will type into Google, then use it as part of your headline.
Photos and Videos
Including visuals in your Case Studies is highly effective, but it does require some forward planning. You’ll need to ask permission from your client before you take any photos of the work you’re doing and you’ll also need the permission of any people in the photos or videos. Before and after photos are ideal, but taking photos as the job progresses can help demonstrate the process you use and how through your are, so be sure to take photos as the job progresses.
Including visuals in your Case Studies is highly effective, but it does require some forward planning. You’ll need to ask permission from your client before you take any photos of the work you’re doing and you’ll also need the permission of any people in the photos or videos. Before and after photos are ideal, but taking photos as the job progresses can help demonstrate the process you use and how through your are, so be sure to take photos as the job progresses.
Infographics and diagrams
Another great way to reinforce your Case Study. If design isn’t really your thing, you can outsource this.
Bullets and numbered lists
These can help break up the text and make it easier to scan, which is how most people read blog posts due to time constraints.
Bold or italics
These can be used to highlight headings or important points throughout the text.
You could also use a Question and Answer format similar to this one if it’s easier for you.
Use a quote from the client to reinforce your story and add to the authenticity of it.
Where should I post my Case Study?
The first place your Case Study should appear is on your blog or in the News section of your website. Make sure it’s easy for your prospective customers to find.
You can link back to your site from social media to increase the traffic to your site and reinforce your ability to problem solve for your clients.
- If you’ve made a video, you can post it on Vimeo or YouTube. This can increase the number of people viewing your Case Study
- Infographics can be posted to Pinterest, with a link back to your site for the full details
- If you operate in the business-to-business space, you may benefit from posting your Case Study on LinkedIn
- Some companies turn their Case Studies into podcasts and post them on their site, as well as iTunes, where you may also find exposure to a wider audience
How can I get more exposure for my Business Case Study?
There are dozens or possibly hundreds of different places you can publicise your Case Study, depending on your industry. However the one important thing to remember is, where are your customers looking? You need to be wherever they are searching online for a solution to their problem. Rather than spreading yourself across too many mediums, it’s a good idea to stick to 2 or 3 and consistently post to them. Spasmodically posting to too many platforms is a waste of your precious time.
A good business Case Study has the power to influence your reader in many ways. The above tips will help you get started. If you need any further help with writing your Case Studies, feel free to email me for a quote.
Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.
