Case Studies are soft-sell sales document. Their role is to to catch the reader’s attention (frequently a potential client) and explore how your solution helped other customers and people in their market segment. Try to support your arguments with quotes (names, if possible) from people who’ve adopted your system or use your services.
Case Study: Focus On the Buyer’s Journey
To make this work, concentrate on how the solution resolved one specific issue and then build the case study around this. Tip: don’t complicate the case study by addressing multiple issues; stick to one subject and explain how you solved the problem in measurable and quantifiable terms.
Support your case study with statistics, figures and tables. Areas to focus on include:
- Return on Investments – how did the investment in your product pay for itself. For example, it increased productivity by 50% within 2 months. Explain how you can substantiate this; otherwise, your argument loses credibility.
- Cost Containment – how does the solution help companies contain costs? This area is very important as budgets are always a sensitive issue. If you can illustrate how another company who adopted your solution saved money then you will keep the reader’s interest.
- Reducing Barriers – explain how your solution improves internal operations and assists management planning. For example, how does it fit into the system workflow and business procedures? Alternately, mention how your system integrates with other applications and business critical applications.
When compiling the final draft, avoid making it too dry and overwhelming the reader with excessive figures. Rather, keep the tone light, easy-to-read while highlighting the key points.
Remember: case studies that oversell by proposing to solve all problems to all people don’t work. No-one believes such claims. Perfecting your case study takes hard work. But, once you refine the words and polish the edges, you have a very powerful marketing tool. Those who download your Case Study will keep it on file and hopefully use it as a reference.