Seven ways to make case studies more compelling

Case studies are one of today’s most effective marketing tools. Simply put, a case study spells out what your company did (or how someone used your product or service to do something), how it worked, and the results that proved its value. The approach succeeds because case studies are factual, depending upon real-world performance instead of boastful claims.

The effectiveness of case studies depends on several factors. Using the seven steps outlined here will help you create more powerful case studies.

1. Choose carefully. Just because you’re proud of something your company has done doesn’t mean it will make a compelling case study. View it through your intended audience’s eyes. Will the situation be meaningful to them? Can they use the information to improve their own products and processes?

Often, companies will develop case studies to talk about how they won an award from their peers. But the story will only be interesting to those peers. The better you become at writing from your audience’s perspective, the more effective your case studies will be.

2. Tell a story. Humans are conditioned to enjoy (and to pay attention to) stories. One reason stories work so well is that they’re relatable, allowing us to project what someone else experienced upon our own situation. We enjoy reading about the challenges other people and companies have overcome, because it sharpens our ability to do the same.

3. Don’t forget facts. While you don’t want to overload the reader’s brain with nonstop statistics, quantifiable information will make your case study much more believable. Make sure the facts you present will be meaningful to your audience. It’s far more effective to cite two or three powerful statistics than to devote paragraphs to detailed analyses of performance.

4. Ask permission. Case studies are far more effective and compelling when they include the names of the companies that are involved. If your customer is well-known or well-regarded, their reputation will enhance yours. Most don’t object to being profiled. In fact, they’re usually complimented, because it makes them feel that their working relationship is being appreciated. Give your customers the opportunity to review and approve what you’ve developed before you share it with the outside world. Taking those extra steps shows that you respect them, and demonstrating respect sends a powerful, positive message.

5. Keep it simple. Resist the temptation to go into tremendous depth. Instead, focus on what’s most meaningful and memorable. Keep the tone friendly and conversational, too. You’re not writing a technical paper for presentation at an industry conference; you’re creating a brief summary with the goal of persuading other people.

6. Make them habitual. By establishing an ongoing program, you’ll get your staff into the habit of thinking about and developing case studies. Whether your plan calls for one new one a month, or one per quarter, setting the expectation that you’ll produce a case study regularly will keep everyone’s eyes and ears open for the next opportunity.

7. Get professional help. What keeps case studies from being completed? In most cases, it isn’t a lack of potential stories. It’s simply a lack of time. Most employees are handling larger workloads and wearing more hats. … and expecting them to add one more task isn’t realistic or may result in halfhearted efforts. That’s why outsourcing the entire process to a public relations firm or a professional writer who understands how to create effective case studies may make more sense. An outsider will view your potential case study topics with greater objectivity and frame the case studies around what matters to your audience. Plus, a professional will present your stories in ways that are effective and compelling as possible, allowing you to receive the greatest potential benefit from this powerful marketing tool.