You’ve decided to write a Case Study! But…what next? This article identifies what crucial tasks you’ll need to do before ever starting your first draft, as well as tips for when you finally start to write.
What to Do Before Writing a Case Study
Step 1: Know What You Want to Achieve with the Case Study
What do you hope to gain from writing a Case Study? More customers, more sales, or something more specific than that? Perhaps you want to establish yourself as the best choice or an authority in your industry. Are you writing this to simply boost your Case Study library, or do you have a goal, such as to have more social proof that your company offers amazing tech support or provides more qualified leads? Make sure you know what your purpose is, as it will inform all other decisions associated with your Case Study and the direction it takes.
Step 2: Pick a Good Case Study Subject
You may be tempted to pick a client with big-name recognition to star in your Case Study. This is a great idea, but it’s rare for such companies to agree to be in Case Studies for legal reasons or lack of availability. Instead, choose a client with an interesting story and a lot of enthusiasm for your business. Take a look at our post for more information about how to select a great Case Study subject.
Step 3: Set Yourself Up for Success
You’re going to have to do some prep work before you interview your client to pave the way for a successful Case Study. This involves securing client permissions, doing a bit of research on your client, and crafting probing interview questions. Check out this post to learn more about what you’ll need to do before the interview even takes place. (If you can’t get permission to feature a client in a Case Study, see about creating an Anonymous Case Study or a Use Case instead.)
Step 4: Conduct the Case Study Interview
If you haven’t conducted a Case Study interview before or are a little rusty at it, take a look at our post. In it, we walk you through how to manage client expectations about the interview, how to set your client at ease, and how to ask fantastic questions that are most likely to result in equally fantastic client quotes. (Important: Don’t forget to record the interview!)
Tips for Writing Your Case Study
Tip 1: Review the Format
The easiest way to write a Case Study is to follow the Problem–Solution–Results formula. In the Problem section, you’ll set the stage for what life was like for the client before your company came along. What issues or challenges did your client face? The Solution section describes the steps your company took to solve the client’s problem. Finally, the Results section identifies the benefits your client saw thanks to your company’s solution. Review our tutorial for more information about this formula and a copy of our Case Study template.
When you have the transcript of the Case Study interview, organize your client’s answers based on these three sections. That way, you’ll stay focused, know exactly where information should go, and get over any mental block created by a blank page.
Tip 2: Understand What Makes a Case Study Successful
In order to write a compelling Case Study, you need to know what makes a Case Study compelling in the first place. A good Case Study sells your product or service without being overtly promotional. It demonstrates that you thoroughly understand your clients and their challenges and that you have a solution that helps your customers in a very real way. The hero of the story is not your company but your client, achieving success and transformational results. You want readers to see themselves as your client, finding that same success.
Review this list of attributes that make for a successful B2B Case Study if you’d like more detail.
Tip 3: Make Sure Your Case Study Includes the Five Essential Qualities
Once you finish your rough draft, review it to make sure that it contains all of the following:
- A striking headline
- A captivating story
- Strategically placed, authentic quotes
- Measurable results
- A featured quote
For more detail about each of these qualities and how to add them to your Case Study, read this article.
Tip 4: Incorporate Your Brand
Make sure your Case Study draft accurately represents your company’s brand. Be sure the tone of your Case Study isn’t too formal or casual, depending on your company’s style. Also, consider how your company likes to present information. Maybe instead of paragraphs, it’s preferable to have bulleted lists or infographics. Make notes for whoever will be designing the Case Study to ensure everything will look and read the way you intended.
Tip 5: Get a Second (or Third) Pair of Eyes on the Case Study Draft
Like with any other piece of important writing, it’s best to have someone else take a look at it. Another reviewer (or two) may find mistakes you have missed, or have questions about something that is obvious to you only because you’re so close to the material. Ask your coworkers to review your work, or hire a freelance editor to give it a once-over.
Conclusion
Following the steps and tips in this article will help you craft a high-quality Case Study. However, if you decide you’d like to have someone else take the reins on this project, contact us at [email protected]—we’re happy to help.
