Top tips on how to write a case study

Posted by Oliver Hogue on 02/06/2016

Going beyond simple testimonials, they show the practical aspect of how your organisation has met the needs of your clients, solved a particular problem they have or helped them achieve their goals.

Whatever your reasons for writing a case study, it’s important that it’s well crafted, and includes all the necessary information.

If you’re not well versed in this very specific area of business writing, it can be hard to know where to start.

Here are some tips on writing case studies that are compelling, informative and effective.

1. Be clear on exactly who you’re writing for

Your case study needs to be written specifically for the customers you are targeting. Make sure the subject of your case study falls into your target customer demographic, and the problem you have solved is one that they commonly experience.

By getting this clear in your mind at the start, you know what information to include and what to leave out, helping to ensure that your case study is relevant the customers you are targeting, and will appeal to them.

2. Tell a good story

Case studies can make for dry reading. To make them more engaging, it’s a good idea to think of them as stories. People find stories memorable, especially if they resonate on an emotional level.

Start from the beginning by setting the scene, highlighting the customer’s difficulties, how these affected their organisation, what their goals were, and then walk your readers through how you helped. Make sure you finish up with the benefits the customer gained, the “happily ever after.”

3. Be specific

Anyone reading your case study doesn’t just want to know that you solved a problem, they want to know how.

Break it down in detail – for example, don’t just say “our online strategies helped…” say exactly what you did and why, and what the outcome was.

4. Include measurable results

You want to make it really clear exactly what you’ve achieved for your customers, and this means using specific, measurable results in your case studies. Avoid anything vague, and where possible back up your assertions with evidence. Provide clear figures and include graphs, charts or any other form of proof.

5. Pay attention to formatting

Formatting plays a big part in the readability of any case study. Avoid long chunks of text, and try to break up big passages of content with visuals.

Making use of features like images, bullet points, lists and headers makes it easier for readers to scan quickly and find key information. These elements also make your case study more appealing to read.

Case studies are a great tool for any organisation, as they prove how your service can directly help your clients. A well-written case study is a great asset to any proposal, brochure, website or tender.

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