Why every business needs killer case studies
We shouldn’t underestimate the critical importance of your project case studies. Arguably your most powerful sales tool and a potent ally in your quest for new business, they can make the difference between winning and losing a client.
A case study lets you showcase client success stories that prove your expertise.
A great case study gets inside your prospect’s hippocampus and stays there.
Why you need to prioritise your case studies
Often case studies seem to be an after thought without much effort or attention paid to their planning or writing.
They’re left to colleagues (with little connection to the project) to manage, without a copywriter in sight – on top of their (already stacked) day job. This kind of situation inevitably leads to disparate, inconsistent case studies written in varying tones of voice – that just don’t work hard enough for your business.
Killer case studies help drive your sales
One of the most important steps in the sales process is getting prospects to trust you can do a great job for them. This is where your case studies get to earn their keep. To feel confident that you’re the right partner for them and you can deliver against their objectives, they’ll want to know about similar work you’ve successfully delivered for other clients (similar to them).
A case study gives you a golden opportunity to earn that trust, and move them along the path to signing on the dotted line.
Anyone can write a case study. Few can write a great case study
Crafting a killer case study requires:
- A clear process – from information and data gathering through to final signoff
- Careful planning – before you write anything you should have a clear plan, like a writing GPS that tells you what to say, where, for a clear story
- Great copywriting – everyone can write, not everyone can write great copy. Get an experienced copywriter so your case study message gets through loud and clear
When it comes to the copy, write to entice your reader. Write about the characters involved, describe the meetings, the challenges, the ideas, disagreements, the inspiration behind the killer idea – you get the picture. Revel in the nuances of the project and put in the time and effort to create a stunning case study that wows your prospects in to becoming clients. Make it human so you connect emotionally with your audience.
For a step-by-step guide to writing your case studies, here’s our ‘7 steps to writing a killer case study’ PDF for you to download