Case studies are well known as a go-to conversion tool. They show how your product or service works in real life like nothing else. B2B companies rely on them heavily to turn prospects into happy customers.
But case studies are often boring and don’t connect with the reader. They can come off as self-serving if not done right.
So what makes a great case study so great? Six ingredients can transform a case study from Meh to Sign Me Up!
1. Tell the customer’s story from real interviews
Write from the customer’s point of view, not your company’s point of view. This means you’ll need to talk to the customer rather than just write a generic case study about how you assume your product changed their business.
I’ve seen many companies put case studies on their website that were obviously written with no or little input from the customer. All that does is lessen the credibility of your case study because it doesn’t come straight from your customer.
Tell their story from a real interview instead. Talk about how your product or service changed how they do business, but don’t talk about yourself until absolutely necessary. Showcase how they made their decisions and why. Use their words, not yours.
An important by-product of writing a case study from real interviews is the customer will be more likely to approve the case study. If the story you tell is flattering and rings true, they’ll be happier about the end product. Everybody wins.
2. Ask the right questions
This is the real secret to the sauce. Asking great questions will get you a funny or unique tidbit (more about that coming up). Asking great questions will get you the deep information you need. Ask open-ended questions like these:
- How have your sales improved?
- How much faster is that process?
- What improvement have you seen in your ROI?
Get the real numbers if possible. Numbers talk in case studies.
Once you have the numbers, go after the anecdotes. Probe after each question to get to the heart of the issue.
- How was your challenge affecting your business?
- Tell me about a particular time when the solution made a real difference.
- How has the solution saved your company time? Do you have an example?
Anecdotes of real-life problems and solutions make a better, more interesting story. They make it the customer’s unique telling of their story.
3. Get quality quotes
Those open-ended questions you’ll be asking will produce good quotes, but don’t make your case study too quote-heavy. Use only the best quotes that contribute real meaning to the story you’re telling.
Interviewing the right person is incredibly important here. Make sure you’re talking to the person who was involved in selecting and implementing the solution. They’ll know the numbers and real results. Don’t interview someone from public relations or marketing. You won’t get the great story you want.
4. Make an emotional connection
I know what you’re thinking right now.
“A case study is all about numbers and stats. Emotions don’t belong.”
I beg to differ.
Everyone, even decision makers in B2B companies, wants to connect with others. As humans we crave it. The best way to make that connection is to weave in story telling elements.
Start with a strong narrative rather than using marketing speak that brags about the brand. Use the customer’s own words to speak to your audience. That alone should give you a good direction for the story you’re trying to tell.
Now, add something funny, unique or interesting that shows the customer’s personality. You won’t need a lot of these elements. Sprinkle them in here and there.
5. Find a unique outcome
Part of telling a good story is finding the unique angle. In this case, try to find a valuable outcome that isn’t quantitative. Find the qualitative outcome instead:
- Did you cut down on overtime so your employees could spend more time with their families?
- Did you see so much increase in profits you were able to give raises? How did your employees use those raises?
- Were you able to add more benefits for employees?
- Does the solution mean your employees are happier and more productive?
Outcomes like these give a human face to the benefits your product or service provides.
6. Give them something to look at
Images, videos or infographics add elements to keep your reader’s interest and draw them through your case study. Use them if you’ve got them.
But, make sure they add value. Images just for the sake of images don’t fool anyone. Readers don’t have time to waste. Always add value.
Put it all together
The key take away is to make your case study a human story. Use the happy customer’s own words to create a story where they are the hero—your solution just helped them fulfill their destiny.
And remember, the best case studies are often written by an outside writer. Your customer will usually feel more comfortable telling the real story to someone outside your company. It also lends greater credibility in the eyes of prospects.
If you don’t already have a writer to tackle this type of project, get in touch. I’m happy to chat a bit to see if I’m a good fit for your needs. And if not, that’s OK, too. I like talking to people regardless of whether we work together or not.
Want to know more about how to use case studies? Check out this post to get more ideas.