How to write a client-winning case study
How to write a client-winning case study
“I don’t have time to write a case study,” said every business at least once!
And you’re not alone. Many B2B businesses struggle to communicate the real value of what they do. We’re also guilty of exercising the ‘Tall Poppy Syndrome’, often cowering at the prospect of standing up and proudly sharing our successes.
Case studies, however, are one of the most powerful tools we have for giving ourselves a subtle yet deserving pat on the back. What’s more, they’re a valuable resource for showing proof of impact and sharing our client successes.
The challenge? Most case studies are either too vague, too long, or too focused on features rather than results. Our guide to case studies will help you tell strong, engaging, and direct stories that back up your brand promise, build credibility, and contribute to new business.
Key criteria for a client-winning case study
- Select your project: The first step to writing a client-winning case study is choosing the right client to profile. Select a project that enables you to showcase the breadth and depth of your service offering and its effectiveness.
- Ask permission: Before investing time and money into producing your case study, make sure your client is on board. Provide them with an overview of information you’d like to share and details of where their information will be used.
- Structure the story: Any project you profile will have a range of moving parts that have contributed to its success. Package these up in a way that’s interesting and informative for readers. Set the scene, detail the process, and provide a conclusion.
- Write with style: Be proud of your success. Write about it with conviction, clarity, and excitement. Use active language, make bold, punchy statements, and don’t be afraid to share the tough parts as well. Not all projects are smooth sailing, but learnings come out of the rough patches, and prospective clients will appreciate your honesty.
- Share your case study: Case studies require time, effort, and investment to produce so be sure to get bang for your buck. Maximise the use of each case study by:
- Publishing them on your website (great for SEO).
- Using them in project proposals (great for showcasing alignment).
- Incorporating them into tenders and awards submissions (great for proving success).
- Sharing them on your social media channels (great for tagging clients).
‘How to’ worksheet
Often the hardest part is getting started, but here at Energise Marketing, we’ve made that easy. Download our case study worksheet and create a client-winning case study that celebrates your successes.
