A well documented case study is:
- a fantastic testimonial with loads more clout
- a genuine example of how you, your service or product has benefited others
- a great keepsake for your client
Tips for writing a great case study
The first and most important point is to get the involvement and permission of the client or customer you are referring to. Even if you are making your case study anonymous I would still recommend you get the written permission from the customer you are basing the story on.
Keep it anecdotal, easy to read, interesting and avoid any hard selling – let the results speak for themselves.
Whether you should write it using the DIY or professional route depends on the expected return. If you have a good chance of getting your case study in the local newspaper or a magazine then it may be worth the extra cost, but if it is for your own customers and web site then I would have a go at writing it yourself – involve your colleagues and definitely make sure you get someone else to proof read it.
The case study template
Background. You need to set the scene. Provide detail on the customer and what was going on for them. What led them to choose you or your product – did you come recommended or had they read or seen something about your service or product that stood out for them?
The problem or situation. What did they come to you for? They obviously had a problem or situation that needed fixing or improving or simply satisfying? Did you make an assessment of your own as well that further clarified what they needed?
The intervention. What did you actually do for them or provide? Was this off the shelf or did you tweak or design the service or product to fit their needs?
Results. What was the outcome or what is the situation now? Has the problem been fixed? Are they satisfied? This is really where you would like the customer or client to ‘speak for themselves’ as I think you need objectivity and authenticity at this point. So by all means sing your own praises but try to include a customer quote or a video/ audio testimonial.
Add interest. For a more interesting read and easier to make your point, include photographs, diagrams, charts etc.
Get it out there! Once you have compiled your case study make it visible! Send a copy to the client, put it on your website, in a newsletter, in your waiting room and post about it on your social media sites. If it has news worthy content send it to the local newspaper, specialist magazine or journal.
Don’t forget. Include your website or contact details.