Case studies are powerful pieces of content marketing and the area of focus for this month’s copywriting tips. A case study helps demonstrate a customer’s experience with your business. And as such, these content pieces should focus less on you and your business and more on the customer you are highlighting.
The place where many companies go wrong is in thinking that a case study is all about your company and your role in transforming the life of the customer. In reality, a good case study instead focuses on the customer, their pain points, and a before and after look at those pain points once they’ve implemented your product or service.
Good case studies put the reader in the mindset of the customer you’re highlighting. By doing this, you’ll create moments where the reader feels like:
- This product or service is for me
- I relate to that
- That’s so true
- Wow, this company really gets me
- I want what that customer has and their result
What Businesses are Case Studies Good for?
Any business can write a case study. But the business area where case studies really shine is in business-to-business (B2B) marketplaces.
That’s because B2B products tend to be more complex. Showcasing their consumer benefits can be more challenging. And B2B product purchases are often made by committee, meaning you’re contending with many thoughts and viewpoints when it comes to decision-making.
Some business types where I’ve seen case studies really make an impact include:
- SaaS products
- Services, including SEO experts
- Complex products
- Hard-to-describe products
- Companies with many product lines and diverse audiences with diverse customer benefits
Copywriting Tips for Case Studies
To take advantage of the content marketing benefits of case studies, you have to write great content. Here are the elements of great case studies.
1. About the Company
Outline who the customer is. This helps set the stage for what they experience and their needs for your product or service.
2. Pain Points
These are so important. Take time to ask your case study subject in-depth questions about what drove them to seek out solutions. A pain point can be operational, or it can be sales-oriented where the company isn’t getting enough leads or prospects are going a different direction at the last moment in the sales funnel.
Be as detailed as you can be in the pain points to put the reader in the customer’s shoes. Don’t worry about the length of each section matching that of the other sections.
Outline how the customer went from their pain points to where they are now. What solutions did they consider, how did they consider those solutions and why did they resolve to go with your business instead of the other options.
This is another area where you want to be super descriptive. Outline how the business changed and the impacts that it had. Focus on measurable outcomes, such as:
- 400 percent increase in leads
- 20 percent more customers converted to new business
- 5 percent reduction in expenses
- 10 percent decrease in cost-of-goods
- 8 percent change in employee efficiency
Allow the customer to talk about you in their own voice. Let them talk about their experience first-hand and why they enjoyed it. Remember, this is about them and not about you. The less you talk about yourself, the better. Allowing your customer to state why you are so great is 10 times better than you doing it yourself.
6. Don’t Forget Photos and Visuals
Photos and visuals are not copywriting, but they are essential elements of a good case study. Don’t forget to include good visuals in your case studies. This will allow you to captivate the reader and hold them on the page to finish the case study.
Consider graphs, charts or illustrations of what the customer was going through. And if you can, show inside the customer’s business and highlight the faces of the people who made the purchasing decision.
Copywriter for Case Studies
Writing great case studies takes finesse and a great deal of time that many business owners do not have. If you need a copywriter for your case study, schedule a free consultation with Bridge the Gap Communication. Rebekah Brately has 10 years of experience writing content of all types, including case studies that engage and attract new customers.