Case Study Writing
Solve Your Case Study with True Peace of Mind…
Insert the words ‘case study’ into your subject line and most online readers will snap their attention to you. White papers may get a yawn, but a case study promises real-life solutions and insider tips on how it all really works.
We’re not talking about Harvard Business School, although the HBS case study approach has revolutionized business education. Short case studies fashioned as marketing vehicles can be surprisingly effective.
So what is the formula for a case study that packs a punch but is digestible enough to appeal to an online reader?
Organize your information with sign posts | Reveal real business road-map | Include specific, quantifiable results
Whether it’s the lead article in your e-newsletter or featured content on your site, a well-written case study should:
- – build suspense;
- – have a satisfying conclusion;
- – solve a generalized business problem;
If the objective is to showcase your organization’s capabilities, it may also propel the reader into the first step of the buying process for your product or service…
In other words, good content isn’t just fun to read. It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.
Customer Profiles, Success Stories or Case Studies
It doesn’t matter what you call them. Just be consistent. And recognize that visitors to your site aren’t dumb. They know why you’re including case studies!
Is it a challenge with a result? Or a problem with a solution???
Whatever nomenclature you decide on, stick with it. Three subheads work well as signposts for your readers. As an example:
– Current situation
A proper management of your case studies make them easier to grasp – and also easier to write. If the case study is on your site, use a consistent layout on the page as well.
In other words, consider writing a case study in several levels. The top one is your signpost subheads with a summary blurb under each. Readers who want to know more can click through to a complete version that goes into more detail.
Short, Candid and Revealing
The best case studies, Booker said, are ones “that sound like a legitimate problem. The reader wants candor. They want to see the pain point. Readers want something to be revealed.”
Even more effective is a story that says, “We screwed up.” It should offer “a dialectic. Readers like opposing points of view.”
The case study “has to be specific and easily digestible. It has to be tactical information that can be generalized,” he said. “Unless you have results, the case study is not nearly as powerful as it should be.”
Stick to a Word Count
A 300 word count shall suffice for a case study, however, a more reasonable word count is 500 words. If your readers can’t skim quickly to get the gist, you’re wasting your efforts.
Beware of Letting PR Folks Write Your Case Studies
If you must delegate the writing of a case study to your PR folks, be prepared to take an editor’s pen to the copy they submit. Strike out the Pollyanna, oh-we’re-wonderful tone. And slash the marketing speak.
Developing Case Studies is Part of Knowledge Management
Whether your company is large or small, you’ve got stories to tell – about customers, competitors or yourself. Generating case studies for your Web site or e-newsletter is one way to harness your knowledge-based assets.
Who Should I Consult to Write My Case Study Online?
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