Case Studies Aren't Dead. Here's How to Revive Them.

You may have heard that case studies are dead. No one reads them or believes them anymore. They are useless in the sales process.

Not So Fast!

Case studies are far from dead. However, there are a LOT of case studies that don’t get the attention they deserve. That’s usually because the storytelling style and format doesn’t match the needs and preferences of the audience.?

Here's How to Revive Your Case Studies

Make Them Lean

Example: Synergy Resources has many case studies in their resource library. But they were very text heavy, making it hard to skim or scan the content. We are revamping all their case studies to be extremely scannable.

We know that this client's target audience cares about two things:

1. Measurable Results & Outcomes
2. Trust in Business Relationships

So, we stripped out ALL the dense text and left just ‘Before & After’ outcome snapshots and customer testimonials in place.?Here's the difference.

Simplification can also look like a case study with more pages (or slides) but far less text. Here’s an attractive example from Bitly.

Make Your Case Studies Personal

These days, the more quotes you can include from the case study participant the better. People like hearing from others who are like them.?

Here’s an example of a case study that features viewpoints from several interviewees to support the statistics.?We know from experience that this target market doesn't mind reading more text as long as it's telling a story that's relatable.

What about Video Case Studies?

It’s WELL worth the effort to produce at least one or two strong video case studies. These can be as simple as interviews that capture your client talking on camera. Here’s an example from FreshBooks. As you can see, a testimonial can double as a case study if the elements of the story are in place.

Want a copy of our cheat sheet for shooting this kind of simple case study video? Message me on LinkedIn or email and I’ll send it over.

A Case Study Is a Story. Tell it Right

The purpose of a case study is to give a prospect a simple way to visualize themselves in the role of a client and to anticipate having an amazing outcome like the one described in the story. A case study recounts a journey that has a beginning, a middle, and an end. It has a hero (the client), a villain (the problem), and a supporting character (your company).

The story should always be about your client so that your reader identifies with that role. That may seem hard to do when you’re trying to use a case study to demonstrate the awesomeness of your business. But it’s what makes the magic happen.

Components of a Case Study

When you write (or shoot) a case study, this simple template can help.

#1 Overview:

Introduce the client including who they are, what they do, their position in the market, what sets them apart from competitors, etc. Ideally a case study should be a marketing tool for your participating client as well as for your company. They should want as many people to see it as possible.

#2 Challenge:

Describe one or two top problems the client was facing. Don’t talk about your company yet. Keep the focus on the client and let the reader identify with their pain. Be as specific as possible. Don’t just say what was going wrong, explain how it was impacting their business.

#3 Solution:

Introduce your company and the solution you provided. Be specific about how it solved their problem. If relevant, note how your company was able to do this when competitors could not. Don’t overdo it with the superlatives. Simply tell what happened. Don’t talk about features. Describe the results/outcome.

#4 Key Benefits:

Create a bullet list of 4-6 top benefits/outcomes of the solution. Statistics and numbers are excellent. But if you don’t have stats, that’s OK. Just try to be specific instead of overly generic. Talk about benefits both for now and those the client will enjoy in the future. (Put this list in a call-out box for greater visual impact in case the reader is scanning and not reading in detail).

#5 Testimonial:

This is a memorable quote from the client. Make sure it is focused on the theme you are trying to convey in your case study. For example, if the transformation was about preparing the client to scale their business, don’t have the testimonial focus on the quality of your customer service.

12 Questions to Ask in a Case Study Interview

Your client can complete this questionnaire in writing, or you can conduct a phone or video interview. Start by thanking the client for their participation and letting them know the interview process will only take about 15-20 minutes of their time. Then, proceed with these questions. Don’t assume you know the answers—you might be surprised by your client’s perspective. Take detailed notes or record the interview for accuracy.

1. Would you give me a brief description of your company in your own words—who you are, who you serve, and what makes you different?
2. What problem were you facing? (or what opportunity you were trying to capture?)
3. How was it impacting your company?
4. Did you research or try other solutions before deciding on this one? If so, please explain why you chose us instead.
5. Can you describe how this product/service resolved your challenge??
6. How is your business better now that this problem is solved??
7. How are your customers positively impacted?
8. What was it like to work with us?
9. How do you anticipate working with us will help your company going forward?
10. Do you have any statistics or numbers that show a measurable improvement as a result of our solution? (If not, that’s OK.)
11. I’d like to quote you in a brief testimonial in this case study. Could you describe, in one or two sentences, the best thing about working with us and the benefit for your business?
12. What title should I use for your job position when I quote you in this case study?

Finally, ask your client if there was anything that could have been done differently to improve their experience or your product/service. These suggestions won’t appear in the final case study, but the feedback is very helpful for continuous improvement behind the scenes.

Once you get answers to these twelve questions you will be able to craft a story using the simple case study template provided earlier. You only have your prospect’s attention for a short time. Keep your case study short and to the point. ?

Want to download this questionnaire and template for later? Here is my master copy. Click 'File, Make a Copy" to create your own copy to edit.

How should you use case studies?

Case studies should be available on your website for credibility, but you shouldn’t lead with this information right out of the gate with prospects. People should be in the mood to hear a story—you need to have already earned their attention.

That’s why case studies are typically used in the middle or end of the sales funnel. This might be in the consideration/evaluation stage when the prospective buyer is asking, “Can anyone solve my problem?” or it might be a little later on when the buyer has moved into the ‘intent to purchase’ stage and is asking “Can YOU solve my problem?”

Who should you ask to participate in a case study?

Focus on clients who:

· ? ? ? ? Have good rapport with you

· ? ? ? ? Experienced a significant transformation

· ? ? ? ? Are similar to other clients you want to have in the future

It’s that simple! Make a list of five clients right now and personally call or individually email them to ask if you can tell their story.

Have more questions about marketing strategy? Grab a time on my calendar for a conversation.