How to write case studies that turn prospects into buyers

A case study provides real-life examples of how your product or service has been used successfully. If done right, they can become an invaluable source of information that will move your buyers through your sales funnel. In this guide, we will discuss how to write case studies that convert potential customers into buyers.

What is a case study?

A case study is an in-depth analysis of how your product solved a real-life customer problem. Done right, it tells the story of how your company helped a customer overcome their challenges. Best of all, it tells the story from your customer’s point of view, and even includes quotes from them.

Case studies are powerful tools in your marketing toolkit. They lend credibility to your product or service by showcasing real-world applications of your product, as well as successful outcomes. Ultimately, this instills trust in potential customers, easing their fears or reservations.

Additionally, case studies provide a detailed narrative of how your product or service works, explaining features and benefits in a relatable context. This can help prospects understand what results they can expect when they use your product. This makes it easier for them to envision how your offerings can solve their specific problems.

Finally, case studies usually cater to prospects who are in the evaluation and decision stages of buying. By exhibiting tangible results and providing strong evidence of your product’s effectiveness, case studies can move these potential buyers closer to a purchasing decision.

How to write case studies

Creating a powerful case study is much more than just providing a synopsis of your company’s achievements. It demands a strategic approach, an engaging narrative, and a meticulous presentation of facts. But most of all, the secret to writing case studies is to tell a story that makes your customer the hero.

Here are a few tips to guide you:

Select the right customer story for your case study

Not all successful projects make for interesting case studies. So start by choosing a pain point that you’ve identified for the audience you’re targeting. Find customer stories that showcase the solutions your product or service offers.

One good place to look subject ideas is in your content strategy. For example, if you’re building a campaign about an existing feature, what messaging do you use to find new customers? Look for a current customer who use your product to solve the problems you highlight in your messaging.

Make sure you’re telling your customer’s story

A good case study is a narrative. It should have a beginning, where you set the stage and present the challenge. Next, the middle, where you discuss your product’s role in tackling the problem. Finally, the ending is where you reveal the successful outcome.

Even more importantly, your customer should be the hero of the story! Let them explain what their challenges were, how they found your product, and the difference after they began using your product. The story is about your customer, your product is the supporting character that makes them successful.

Numbers are important when you write case studies

Quantitative results speak volumes. Whenever possible, incorporate concrete data and statistics that underline the effectiveness of your product or service. How much money or time did they save? Are they able to work on higher-order tasks because your product solved a tedious problem? Are they making more money now?

Include testimonials from your customers

Quotes from satisfied customers add authenticity to your case study. They turn the spotlight on your customers, focusing on their experiences and perceptions.

Keep it simple

Avoid technical jargon. The aim is to make your case study accessible to a wide audience, not just industry insiders.

Remember, an effective case study does more than just boast about your achievements. It explains your process, underscores your successes, and, ultimately, convinces prospects of your capability.

A framework for writing case studies

Now that you’ve chosen the customer story you wish to use, and interviewed your customer, you’re finally ready to sit down and write the case study. However, it’s good to develop a framework before you get started. This will help you get from a customer name on a list to a compelling case study.

In the beginning of the case study, describe the company you are going to highlight.

This could include details about their company and the person you interviewed.

Next, provide specifics of the problem the customer was facing.

Make sure you explain in detail how this problem impacted the customer’s business. For example, did the problem make the customer lose money? How? Was their staff underutilized, overworked, or stressed out? Were they losing customers?

Now introduce your product or service.

Describe how your product was the solution to the customer’s problem. Don’t forget to explain why it was chosen over other options.

Highlight the results for your customer.

Remember, the star of this story is your customer. This story is not a way to give a direct sales pitch to the reader. Understandably, that probably seems counterintuitive. However, your product gains credibility when you stay focused on your customer’s positive outcomes instead of your product.

End the case study with a quote from the customer.

Give your customer have the last word, letting them reflect on their experience with your product or service. This adds a personal touch and a stamp of approval from your customer. However, this shouldn’t be the only quote! Be sure to have quotes throughout the case study. Remember, this story about a product success must be a story about the customer in their own words.

Wrap up the case study by summarizing the key points.

This information can also be included in a call-out on the case study page. Pick two or three ways your customer solved their problem with your product. This is a great place to add some numbers – how much money or time did they save? Is their staff better utilized and happier now? How many new customers do they have?

Keep in mind, this is just a framework. The idea is to maintain a logical flow of information, making it easy for your readers to comprehend your customer’s journey from problem to solution to result.

Still feeling overwhelmed?

Hopefully this article has given you inspiration on how to write case studies. If you’re still feeling overwhelmed, we’re happy to help! We love to help companies catch up on creating content like case studies. Book a free consultation with us and let’s start turning prospects into buyers with case studies.

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