The persuaders — ten ways to create powerful case studies

by Sharon Tanton on February 9, 2013

casesWhen it comes to valuable content, case studies have the potential to punch way above their weight. Like all good content, they can inform, educate and entertain. But they go much further than that — they have the power to persuade and sell (in a very valuable way).

How do they do this?

  • They back up your promises with proof
  • They show you in action — solving problems and delivering results
  • And they don’t ask anyone to take your word for it — they have great quotes from satisfied customers endorsing you and your work.

Put yourself in your clients’ shoes

Consider this scenario. A potential client is looking for the type of service you offer. They go on your website. They find out more about who you are and what you do. But how can they be really certain that your promises will live up to their expectations?

This is the critical point at which a casual browser could be about to become a new client. So how do you ensure they pick up the phone?

Simple — make sure you have some really good case studies on your website that show what you do (not just say it).

Think about how long it can take to woo a new client. The reassurance of a case study can seriously speed up the process. It’s one of the best ways to demonstrate your credentials and bring in more business.

Here are ten ways to ensure your case studies shine:

  1. Ask your clients for feedback — with their permission, you can use positive quotes in your case study. And any feedback will help you improve what you do.
  2. Tell a story — the client’s story. The best case studies have a beginning, a middle and an end. Make sure yours has a logical flow.
  3. Share the love - let the world see how much your clients appreciate you. Client testimonials are marketing gold dust.
  4. Keep it tight — avoid irrelevant detail. You want to keep the reader’s attention until the end.
  5. Flag up the good stuff — pull out some of the highlights such as the best quotes and most compelling results.
  6. Use simple language — avoid jargon and acronyms.
  7. Have a little respect — always get approval from your clients on the quotes you use and let them see the case study before you publish.
  8. Show the results — a case study is all about a problem solved. Outline the challenge, demonstrate how you were able to solve it and spell out the results.
  9. Publish pictures — a good quality shot of your client can act as an additional endorsement for the work you do.
  10. Promote your case studies — put them on your home page and mention them on social media. You can even send them to journalists as potential articles.

There are some new case studies up on our website, you can take a look at them here.  If you are struggling with your case studies, do get in touch with us. We’d love to help.

Case studies examples we like:

If you’d like help getting your case studies up to date, do get in touch. Our new colleague Rachel loves nothing better than writing a good case study. Drop Sonja an email in the first instance - sonja@valuablecontent.co.uk – to talk through how this could work for you.

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Sharon Tanton

Sharon Tanton is Creative Director here at Valuable Content. A skilled brand storyteller and copywriter, she and her team will help you to get your message across.

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