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?
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.
Yes, we want to create a useful, helpful resource for prospective customers, but let’s be real – nobody’s winning a Pulitzer for a case study, and it won’t be going viral on social media, no matter how well-written it is.
Case studies are little more than tools to be used by either self-motivated prospects researching your company, or by sales professionals as tools to help convince prospects to convert – nothing more.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.Well, just as any good story has a beginning, middle, and end, so too do the best case studies.Here at Word Stream, we typically structure our case studies in a similar way every time.Just like a story, good case studies have a beginning, a middle, and an end, as well as a protagonist – your customer – overcoming a problem and achieving their objective, just like the main character of a story.By the end of a case study, the reader should be able to visualize themselves as the hero of their own 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.So, ready to write a case study that will leave your audience wanting more? Marketers love using the word “storytelling” to describe their collateral.Everything is a story, if marketers are to be believed.