Case studies are a powerful tool in any marketing strategy. They tell the story of what you do to help others or how your product improves lives. A good case study demonstrates the value and benefit you bring to your customers in an engaging way, rather than simply relating a set of dull facts and figures.
Told well, a case study helps potential customers imagine your product or service in action. They can see themselves benefiting from using your company, and will be inspired to buy from you as a result.
But too many case studies – or ‘stories’ as I prefer to call them – are uninspiring. They are too long, too short, or don’t tell us anything of real value. Sometimes, they are full of jargon and management speak (think phrases like ‘innovative solutions’, ‘blue-sky thinking’ or ‘leverage’).
This is usually because the people who write them are too busy concentrating on their own jobs to worry about learning how to craft a story. Does this sound like you?
The good news is you can learn how to write a compelling case study in a relatively short time. Like anything, it takes a lot of practice to become really good. But with a little effort and training you can write something that is ten times better than 90% of case studies out there on the Internet. And that will definitely help you win more business, so it’s a worthwhile investment.
Learning by doing
This course takes you through the process of creating a really good case study. I’ll give you tips on everything from how to write an amazing opening, to making sure you get good testimonials to include when writing about results.
I believe very much in learning by doing, so this course is designed to be practical. At each stage of the writing process, I’ll be asking you to reflect on what you have learned and put it into practice.
By the end, you’ll have a case study that is ready for you to put online and start wowing your customers!
Learning how to write your story, rather than simply present facts, can be very beneficial. Here's why.
A jargon-free explanation of what happens inside your reader's brain when they are reading your story. Useful to know!
How to plan your Case Study before starting to write.
A guide to making sure your testimonials tell us something useful, rather that just being nice.
Get your reader hooked with a great headline and introduction.
Keep up the pace and maintain the right focus when telling us what you did that benefited your customer.
Packing a punch when you tell us the results of your efforts. Includes tips on how to incorporate your testimonial.
A crucial element if you want your reader to take action after reading your Case Study.
Junk the bad stuff, add more of the good stuff and get it just right.
A guide to using social media and press releases to attract the right audience in big numbers.
The main takeaways from the course. Be sure to revisit the lectures that cover any missing learning points. Also, download the Handbook PDF for a concise recap of the course. Have this to hand when you write your next case study!
Neil Stoneham is a copywriter and trainer with a huge amount of experience, both in his native UK and overseas, particularly within South East Asia. As well as being a high school teacher in his past life, Neil is a published journalist, with articles published in the Bangkok Post (Thailand’s premier English language daily), The Weekly Telegraph and many more.
These days, Neil runs Voxtree – an international communications consultancy – and advises businesses on how to improve their communications to engage more clients. Part of this involves training people to write and present with more confidence, and he has worked with a variety of companies, from SMEs to corporates, including those as diverse as Royal Bank of Scotland, Shell and Hard Rock.
Neil believes that, with so much dependency on the Internet, good communication is an essential skill in the modern age – the ability to write and speak well gives you the edge when it comes to doing everything from winning over customers to negotiating a tough deal. As such, he loves to inspire people to boost their communication skills, so they can be more productive, more successful and ultimately happier in their work.