Writing a business case study? Here are a few things to do to help ensure you make genuinely helpful ones that can really show prospects how their issues can be addressed.
1. Identify all issues clearly. You want to go over the issues that the case subject is having. More importantly, though, you want to treat the issues in relation to the problems your readers face. Write in a way that empathizes with their situations and sound sincere in your desire to present a solution.
2. Share your organization’s values. Prospects like to know about the companies they’re going into business with. And with case studies, the most important to readers will your organization’s values — that is, the values that underpin what you do. Ditch the corporate double talk and share a tangible experience, if you can.
3. Write in plain English. Technical business documents can degenerate into unintelligible showcases of buzzwords and jargon very fast. The best way to avoid that is to resolve to write in plain language from the onset.
4. Provide examples. Show real-world examples and instances of the solutions you are proposing. Prospects don’t just want to know what results they will get from your product or service — they often want as much detail about how you will do the job of helping them.
5. Use references that the reader can relate to. When doing examples, analogies and similar referential writing, use ones that the target reader can identify with and understand. Anything that requires them to do their own research isn’t helping turn prospects into customers.
6. Even if your case study is intended for the web, avoid tweaking too much for SEO. There’s a right way to do SEO-friendly web content. Often, though, they’ll get in the way of producing a genuinely helpful document. Make SEO a secondary priority to actually producing a good case study.
7. Insert quotes from key individuals. Quotes are wisely used in case studies as a form of testimonial from past clients, especially if they’re from people that matter in those organizations. Try to blend them into the narrative, so they feel more like a part of the actual study, rather than some random praise you’ve picked out from a scratch file.
8. Show continuity. Novices end their case studies with the implementation and the immediate results it brings. Most prospects, though, would like to know well beyond that. Talk about the long-term effects of the solution, your current relationship with that client and other post-implementation factors that show your commitment and reliability down the line.