Image: Nataliya Vaitkevich on Pexels
We bet you know a dozen methods to promote your business or highlight your services. But what about one of the most powerful ways to do that?
A case study.
It’s a document that tells the story of a particular problem, its resolution, and its results. Case studies are the most compelling form of testimonials because they allow you to tell a deeper story that impacts people and helps them remember you.
There’s just one problem:
Most case studies are boring. Why? Marketers underestimate the power of storytelling and effective writing for this content piece. They share raw data instead of turning it into an engaging success story. Reputable writing services know how to do that: A remarkable case study is a compelling story-based article with a protagonist (your customer) who had a specific problem, showcasing how your business solved it.
Get exclusive access to all things tech-savvy, and be the first to receive
the latest updates directly in your inbox.
Your case study should take a reader on a journey. Let’s see how writing skills can help you engage the audience in this journey! Below is your short guide and tips on writing a compelling case study that showcases your value to your clients, demonstrates your skills, and inspires potential customers to choose you.
Why Bother
What makes case studies so special and different from other marketing content?
Simple:
They aren’t about your company, like press releases or ads. They are about the customer’s journey. They aren’t about promotion or marketing buzzwords with persuasive copywriting techniques. They are about storytelling, with your customer as a hero:
By the end of your case study, the reader should be able to visualize themselves as the hero and relate to the problems you help that hero overcome. Your task is to make them see themselves achieving their goals with your product or service.
Case studies are about an emotional response, and that’s why they are so effective at converting readers into leads: 75% of marketers see case studies as the most trusted content type. That’s because it turns positive customer opinions into data that proves your value: Real people + real results = higher credibility.
Case studies:
- Build customer loyalty
- Assist sales
- Earn trust
With no writing skills in your pocket, it might be challenging to organize your case study as a compelling story that will impress the audience. Below are the practical writing tips to ease this craft for you.
How to Write an Effective Case Study: Elements and Structure
Your goal is to tell a story that others can relate to when they are in the same situation and see how you helped your clients get out of it.
How to choose a compelling story for your case study? Two rules:
- It’s interesting and relevant to your target audience. (Consider your buyer persona, with their pain points, needs, aspirations, etc.)
- It aligns with your business goals and objectives.
Define the problem you want to solve for your case study and set a clear objective to stay clear and relevant. This objective should be specific, measurable, and achievable within a set time frame.
Five elements to include in your case study:
- A clear structure (Problem → Solution → Results)
- A protagonist (An individual customer, a company, or a team)
- Specific and measurable outcomes
- Strong storytelling techniques (use of quotes, narrative arc, etc.)
- Visuals, data charts, etc.
Case studies aren’t that long. Most resources tell you to stick to 500-1500 words, with the results and benefits taking the bulk of the length. Once you choose a subject for your case study (a client, project, campaign, or event), organize it using the following structure:
Start with a catchy headline
Use the newspaper headline format. It gives the core information with a subtitle specifying supporting details for better understanding.
Add a snapshot
Write a short section with the details like your customer’s name or industry, the product/service they used, and the results they got. It’s like a preview for the audience to understand what they will read about. Add a visual.
Tip: Make it wowing and bright. Hook readers at the beginning so they get curious and want to keep reading to learn more.
Introduce your hero (client)
Who are they? Write a few sentences with their name, industry, location, and other information you see necessary to mention.
Tip: Think of a creative angle to tell your story. Focus on heroes who unusually use your product or service or have a more extreme situation.
State the problem
Explain the issue your client was facing and the negative consequences it brought. Include the customer’s quotes about hesitations they had with using other products or services like yours.
Tip: Incorporate the client’s personality into the story. Readers need a hero they can relate to. Include testimonials or real-world quotes to add authenticity.
Describe a solution
Tell about how they found you, why they decided to work with you, what solution to their problem you provided, and how they implemented it. Stay brief and include quotes.
Tip: Use emotional appeal when relevant. You write a story, not a report, so consider active voice and conversational tone.
Tell about the results and benefits
It’s the most essential part of your case study. Include direct quotes from the client and specific evidence (statistics, videos, before-and-after images, etc.), so readers see this story is not a simple blah-blah-blah.
Tip: Remember that you are a supporting character of this story, not its hero. Keep the audience in mind—what do they want to learn from this?
Conclude with inspiration and a call to action
Share praise from the client and advice they have for others with the same problem. Finish your case study with a call to action to contact you or check your other case studies (share a link).
Final Thoughts
Brands are different, and there’s no one-size-fits-all structure for case studies. They vary by format, style, and tone but have one thing in common: the purpose. Your case study serves to convince prospects that they will benefit from working with you.
This article showcased how effective writing, like storytelling, can help you produce stories your audience will want to read. Focus on your customer’s journey, follow the structure, and sprinkle your story with emotions — and you’ll succeed.
