The case study – also known as case history – is a short document that explains how a company has resolved, through its products or services, one or more problems to a customer.
The customer can either be another company or a private individual. As a rule, the length of a case study is between one and three pages. Rarely exceeds four or five.
A case study is a great marketing tool for any type of business. In fact, it is both a means of effective communication and a powerful weapon in the service of the sales division.
It is evident that a case history is a concrete example of how the products or services of a company can work in real contexts. And we all know, nothing is more persuasive than a success of a real story.
Is there anything more convincing than a client who praises your work?
Consequently, each company should include in its website a section about “success stories”, to give testimony to the effectiveness of their products and services.
Now the question is: how to write a persuasive and effective case study?
The answer is simple: just follow the points below. These are very practical advice, able to help you create a successful and engaging case history.
1 . Design a Clear Structure
A case study must have a clear structure. In essence, the case of success must :
- Describe the problem that the customer complained to the company.
- Expose the solution that the company has proposed to the customer.
- List the advantages that this solution has produced for the customer.
- Predict future developments of the relationship between customer and company.
- List business contacts. People interested in learning more can easily find more information.
2 . Use a Simple Language
You should write a case study with a simple and clear language, which can be understood by all potential customers.
Conversely, if the company decides to write with difficult terms, too technical, its case history risk to be unreadable.
3 . Use the Method of the “5 W”
A case study tells a story of success. In order to avoid leaving out any detail, it is useful to remember the rule of the “five W”. What does this mean?
You must write the case study giving a point to each of the following : who, what, when, where, why”.
In short, create a case history means to dive a bit in the shoes of a journalist.
4 . No Self References Exaggeration
The case study should not be the exaltation of the virtues of the company.
The language should be simple, accurate, anchored to the facts. So, you need to eliminate the self promotional reviews to the products and services that the company offers.
5 . List Specific Plans
In a case history you should enumerate as much concrete data as possible : numbers, facts, statistics, tables, graphs etc.
Remember to indicate also the “when” part of your case study!
So people can recognize if this is up to date or not.
6 . Insert Testimonials in your Case Study
Nothing is more effective than the direct testimony of your customer.
Therefore, in a case of success, it should be included the statements of a testimonial of your clients.
The icing on the cake would be publishing a photo of those who made the testimonials.
7 . Create a Catchy Title and Subtitle
This rule is applied to any type of document, and then also for the case study.
It is necessary to create a catchy title and a subtitle, which shows a great appeal. This should intrigue the reader, encouraging them to go trough the entire content.
In addition, the title and subtitle of the case story should be able to bring at least one of the benefits that the customer has obtained relying on the company’s product or service.
What about your experience with Case Story?