How to write an effective Case Study

Remember customers want problem solvers not technicians, so focus upon the benefits that you will leave them with.

The case study needs to focus upon the benefits that you leave the client with, not the job itself. You need to work backwards from the benefits to how You delivered them.

The key thing to reveal first is the business pain that needs to be addressed, something that many of the target clients can identify with. Then the quantifiable results, then how it was achieved.

A good case study should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale. Each case study needs to focus upon:

• The challenge
• The solution
• The result

You need to consider the audience when writing a case study and address the casual observer as well as the more committed reader. So a reader can understand the challenge, solution and result whether they spend 30 seconds or 5 minutes reading the case study.

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Guiding design and copy-writing principles

• The copy needs to be broken down into sub-headings, and easy to scan.
• The copy should be well sign posted with highlighted key phrases
• Pull key benefits out and highlight them.
• Where possible break copy down to bullets and lists so they are easier to scan

Use the principles of the web to make it easier to get the key benefits instantly and easy to re-use the case study across other media such as your website and also newsletters, printed and email.

Ideally a case study should be about 300 words and no more than 500 words. And, beware of letting PR people write case studies. It cannot just be an emphasis of how wonderful your company is but needs to address a real-world need that the reader can identify with.

Create the copy in plain English not in marketing speak and use industry terms and jargon only where necessary.

Remember good case studies should be based around imparting useful knowledge and not just extolling the virtues of your company.