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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.The more compelling your angle, the better the story.
We introduce the protagonist of our story – the client – as well as the problems they are trying to solve. Although I never use strict rules when writing case studies, this section usually runs between 200 and 300 words in length; just enough to introduce the hero of our story and tease the problems they face, but not too much that it would dissuade more casual readers.
In Act II, we introduce the solution, namely our software.
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?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.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.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 case study has long been a staple of marketing departments everywhere.However, despite the prevalence of marketing case studies and their potential impact, most of them are dull, boring, and forgettable.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.