There are few ways of building customer confidence as quickly and effectively as a well researched and clearly written case study. They have the power to build confidence, credibility and trust by explaining how a business solved a real life problem.
A common mistake (in my opinion) is to write case studies in the self congratulatory, back slapping manner of a press release. This is counterproductive because it hampers its ability to bypass scepticism and deliver a factually based message.
Instead, case studies should focus on delivering a clear, concise explanation on a problem faced, how it was solved and the benefits gained.
Challenge
The case study should open with an overview on the client (their industry, size etc) and the problem faced. Explain why a problem is hurting them, and you could expand to discuss the solutions they tried (without mentioning any competitors).
Solution
In chronological order, go through all the hurdles and how they were cleared e.g. what changes were made to a process to make it more effective.
Don’t worry about explaining every step of the solution in great depth. Just focus on the actual problems and how they were solved.
Dropping in a few juicy quotes from people involved in the project will also give your solution a human voice and ground it in reality.
Benefits
Your conclusion should focus on quantifiable, hard facts and figures on the benefits gained e.g. increased sales, cost savings or extra customers. You can then expand the conclusion to discuss some of the softer benefits e.g. enhanced reputation and development of systems that can be used in future projects.
Closing with a complimentary quote from the customer can be a powerful way of giving your case study third party endorsement and added authenticity.
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I have been looking into copywriting a bit. Think I have found the sell the benefits rather than the feature a difficult thing to do in practice even though it sounds easy.
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