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A Case Study, or ’success story’, is an excellent promotional tool for any business. It describes what you have done for a particular customer, and, by default, what you can do for the reader.

A good Case Study demonstrates the benefits offered by your product or service and offers concrete evidence of those benefits. In my opinion, one Case Study is worth more than several stand-alone testimonials. If written well, it will create a connection between your business and the reader, and will instill a sense of trust.

Want to know how to write a good Case Study? Read on for some tips.

1. Make sure you ask the customer for permission. Ask them to tell you the ’story’ in their own words. This should give you some good testimonials. If you would like to tweak a testimonial in order to make it more effective, simply ask your customer. As long as you keep them involved, they shouldn’t mind.

2. A Case Study should be like a short story - memorable and enjoyable to read. It should have a beginning, middle and end, leading the reader on from one section to the next. There are a variety of ways in which you could structure your Case Study, including:

• Challenge, Solution, Results: a straightforward method which states the problem or ‘need’ experienced by the customer, how you helped, and the benefits they enjoyed as a result. The Case Study will have a traditional, ’story’ feel with a satisfying conclusion.
• Results, Challenge, Solution: ’start at the end’, by stating the results or benefits, then explaining what the ‘problem’ or ‘challenge’ was and how you helped. By putting the benefits at the beginning, you get to the point quickly.
• Challenge, Results, Solution: By stating the problem or need, then moving straight onto the results, you will create suspense. The reader feels compelled to read on, to find out how you achieved those results.

3. A good headline will announce the quantifiable benefits that your customer enjoyed by using your product or service. For example, “Top retailer enjoys a 42% boost in sales with innovative marketing campaign from ABC Advertising.”

4. Place a very short quote from the customer immediately after the headline or introduction. This will set the tone and lend authority to the Case Study.

5. Consider beginning by summarising the key points in a couple of succinct bullet points. The aim is to ‘tease’ the reader and gain their interest.

6. Pack in as many benefits as you can throughout - and remember to quantify them where possible. Examples are cost savings, increased sales, increased productivity, or reduced waste.

7. Focus on the customer. The reader will be interested in the story from their point of view. Whenever you mention a feature of your product or service, make sure you relate it to the customer, and how that feature helped them.

8. Break down the copy by using headings, bullet points and lists. This makes the Case Study easier to read and remember.

9. Highlight key phrases within the copy by using a bold or larger font, especially where you are talking about benefits.

10. Use plain English where possible. Try to avoid industry jargon or marketing speak.

11. Use pictures to add interest. For example, add a picture of your product being used by your customer. Or, a picture of you carrying out the service, such as installing new machinery or redecorating the customer’s house.

12. Don’t write too much. An easily digestible word count is between 300 to 500 words.

Does anyone have any other tips?

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