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Most people won’t have a “favorite” case study, or even be able to remember one at all.Before you sit down to create your magnum opus, it’s important to realize that case studies aren’t that important to your audience.The more compelling your angle, the better the story.
They should be able to relate to the problems of your featured customer, and see themselves achieving their own goals by using your product or service. Although case studies can be used to accompany new product launches, they are not merely vehicles to talk about new products. They can be used to advertise new products or features, but it’s not about in the most literal sense.
They get preoccupied with things like brand voice or messaging matrices and forget to leverage the narrative form that makes stories so compelling.
However, the storytelling label most definitely does (or should) apply to case studies, because stories are exactly what case studies are.
Case studies are self-contained stories about how a real customer overcame their problems using your products or services.
This begs the question – why create marketing case studies at all?
The answer is because they’re Now that we’re clear on what a marketing case study is (and isn’t), as well as why you should be producing them, let’s talk about how to actually write a case study worth reading.
In this guide, I’ll outline everything you need to do to write a case study that prospective customers will actually want to read.
We’ll cover the structure and content of a typical case study, as well as common pitfalls to avoid and things to think about before you sit down to put proverbial pen to paper.
Your angle is the “hook” that will catch your audience’s attention, but it’s essential that ALL prospects can relate to and identify with the problems encountered by your case study’s “protagonist.” This means catering to your core demographics and target markets, and solving the problems most commonly experienced by your customers.
Remember how we said that most marketers are obsessed with the notion of “storytelling” despite not actually telling many stories?