The Curious Case of Case Studies

How to Use and Repurpose Your Case Studies to Rake in the Cash

Picture this: you're searching for a new productivity tool and finally find one that seems perfect. But you've never heard of the brand before.

So, how can you be sure it’ll really boost your productivity?

Case Studies!

This newsletter will provide you with some powerful insights into the anatomy and workings of case studies…?

And tips for putting your case studies to work!???

Hey! My name’s Maritha.?

I help business owners capture and cash in on their customer success stories. ??And right now—businesses are turning to them more than ever.?

Now, if you’ve been here with me for more than a hot minute, you might’ve heard me say before (probably a few times… sorry, not sorry) that…

…Case studies offer a significant return on investment. Depending on your product or service, just a few sales can cover their cost and more.

…They have long-term value—unlike blog posts or social media, they continue to work for you long after they’re published, generating leads for years.

…Case studies are versatile. You can break them into multiple pieces of content, saving time while reinforcing your key messages.

…They’re your most effective sales tool—real-world results combined with social proof are far more convincing than any sales pitch.

…Case studies are excellent for SEO, as search engines favour content that directly addresses customer queries.

…They also speed up the sales process—when prospects can clearly see the benefits your product or service provides, they’re quicker to make purchasing decisions

… the blah, the blah, and the blah…

But why listen to me?

I’m a certified case study copywriter. Here’s my proof ?!

Sound good?? Read on to steal my tips.?

Maritha ??

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What Is A Case Study??

A case study is a piece of content published by a business that outlines its success in resolving a client’s (or customer’s) problem.

Typically +/-800 words and beautifully designed into a 2-4 page document to either print out, use online or break up into pieces that can be used separately (read on to learn more).

Case studies are part of a marketing strategy to promote a business’s services to potential clients. They go beyond testimonials and instead, provide real-world examples of how your service or product works.

Sales teams can also use them to convince leads to trust them. Why? Because they help potential customers understand how you’ve achieved results in the past. Would-be customers can read stories of people like themselves and imagine themselves experiencing the same success.

The bottom line: Case studies ultimately help you prove that your business’s services or products work—and that readers should try it out.

(It’s why they’re rated as the most effective way to convert and accelerate leads lingering in the middle and bottom of the sales funnel.)

Writing a case study is a whole lot different than most other copywriting projects.?

There are many “moving parts”, many different aspects, and lots of back-and-forth communication between the copywriter, their client, and the client’s client/customer.

This causes a long-ish life cycle—sometimes up to 4 weeks, depending on the response times of the different roleplayers.

And remember… Case studies aren’t only reserved for B2B companies. I’m sure that YOU as a healthcare practitioner or health coach have patients/clients who received incredible results to showcase!

Have a look at this case study I wrote for a weight loss coach…

But writing case studies remains my absolute favourite because they tell the good news and showcase real-life success stories!

There are 16 ways to boost the ROI of your most profitable marketing assets

Case studies are an incredibly effective way to make people fall in love with your business.

But for you to get the most out of them, you’ll need to sprinkle in some smart tactics.??

This newsletter will provide you with some powerful insights into the anatomy and workings of case studies…?

And tips for putting your case studies to work!???

You might think this is a lot to ask of one tiny piece of content, but you’ll be amazed how well a professionally written case study will meet the challenge.

Repurposing your case studies is the low-effort, high-ROI way to grow your business during uncertain times—or any time.?

So you’ve created a case study that beautifully demonstrates how your product or service helped solve a problem that your customer was having.

Instead of hiding it away never to see the light of day again, it’s time to brush off those cobwebs and put it to work.?

Let’s dive in.

1) Create a dedicated ‘case studies’ or ‘success stories’ page.

So here’s an example of a website with incredible case studies:?

https://www.marketreach.co.uk/case-studies

?

2) Your product and service pages

When people are scanning your website, they’re wondering WIIFM (What’s In It For Me) and also DAEC? (Does Anyone Else Care?).? Whether we realise it or not, we’re all massively influenced by what other people think and do—AKA social proof.

3) Your home page

Since your home page is the most visited page on your website—and often the first thing many of your prospects will see—it makes sense to feature snapshots from your case studies here.

4) Your email marketing campaigns and newsletters

Case studies are a fantastic source of content for your email marketing.

5) Grow your email list on autopilot

Because case studies show the exact tactics your happy customers used to get results, they make great lead magnets. And people will share their email addresses to access them.?

? I think 5 is enough to mention in a newsletter (I share the other 11 in my snazzy ebook with my case study clients).

Worried about repeating yourself?

Repurposing content is always a wise move.?

Especially when it’s timeless, high-quality, evergreen content like case studies.

You might think that people will see it as recycling, but the truth is, the chances of them seeing it more than a few times is minimal. And if they do? That’s a GOOD thing.

Truth is, repetition is an essential element of marketing. You want to get your case studies in front of your customers at every possible opportunity.

Not only does this create consistency across your marketing—it allows for the message to really sink in.

Buyers need to hear your message seven times before they’ll hit the ‘buy now’ button. Repurposing your customer success stories goes a loooong way to meeting that target.

And it does that in the most economical, efficient and labour-saving way possible.

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The Use Case Scenario

Don’t have the ingredients for a case study yet? No problem!

There’s a valuable and useful way around that to demonstrate the role your specific product/tool will be used,?

in the form of a… USE CASE! (pun intended!)

What Are Use Cases (And Why Do They Matter)?

Have you ever eagerly waited for a software update, only to find it’s missing that one crucial feature everyone wants? Or been involved in a project where the final result didn’t quite deliver? That’s where use cases come into play.

A use case is a clear, step-by-step guide showing how a user interacts with a system or process to achieve a specific outcome. Although commonly used in software development, use cases apply to any industry or process, offering clarity and structure.

Let’s break down the core components of a use case:

• Actor: The user who’s interacting with the system, whether an individual or group.
• System: The process or tools needed to reach the desired outcome.
• Goal: The end result the actor is trying to achieve.

In more complex scenarios, you might also have:

• Stakeholders: People who have an interest in the outcome, even if they don’t use the system directly.
• Preconditions: Conditions that must be true before the process begins.
• Triggers: Events that start the use case.

Imagine a surgeon (the actor) preparing for a series of surgeries early on a Monday morning. The surgical tools and equipment form the system, and the goal is a successful operation, with your product playing a key role.

By mapping out each step in detail, use cases help identify potential issues and streamline processes, ensuring better results. Whether you're improving a product or optimizing a workflow, use cases provide a practical, actionable blueprint to guide you.

And act as the necessary proof that your product/system works great!

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In the News

“Season 2” of my LinkedIn events with some expert connections as guest speakers will be kicking off on 30 October at 1 pm (UK time) with brilliant mindset coach, Julie Genney .

Click HERE to attend: https://www.dhirubhai.net/events/howthinkingdifferentlycanchange7252575514475814912/

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READY FOR THIS?

Hopefully, this has given you some useful food for thought for your business.

If you’d like my help creating compelling case studies to grow your business, message me here on LinkedIn , ?

And let’s do this!