The Secret Ingredient That’ll Transform Your Case Studies
Most B2B companies make a critical mistake when writing case studies.
They over-engineer the content to align with marketing messages.
The person writing the copy speaks to people internally about the project and it gets written up with the headings Problem, Solution, and Result.
Don't get me wrong, this is a good format. But that isn’t the problem.
The issue is who you are asking (or not asking in this case!)
Where’s your customer’s input?
Many case studies are written without even speaking to the main person you’re trying to appeal to. The result is:
“We did X. We did Y. And we got Z results. Check us out!!”
They may include a testimonial or quote stuck at the end as an afterthought.
But this is not the authentic perspective of the customer.
The case study becomes all about you and the reader can smell this a mile off!
When was the last time you spoke to a customer when writing a case study?
The secret ingredient:
Case studies stand out when you harness the authentic voice of your customer.
Their genuine and unfiltered experience with your product or service. This is key and will elevate the impact of your copy.
But (and you know what's coming) you need to interview your customer to get this!
I know, I know. It’s a big ask. But this shouldn’t be a problem if you’ve delivered amazing results for them.
It will make your case study more relatable, engaging, and trustworthy. Future customers can see the real-world application of your product or service in your copy that resonates with them.
You can use their language from the interview and weave this into the copy. It will then speak directly to other prospects stuck in their position.
The case study not only becomes a promotional tool but a narrative that highlights genuine success.
I previously spoke to Julian Lumpkin on this topic. He’s the founder and CEO of SuccessKit, a company specialising in creating case studies and video testimonials for B2B companies.
Click the link below to check out the full episode:
Next time you write a case study, remember this:
Case studies are for future customers. Please don't make it all about you.
Speak directly to your client and weave their insights into your content.
It’s the secret sauce many companies overlook in their case studies.
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