One quick tip to transform your case studies

Who are you writing your case studies for?

Take a few seconds to think about it.

The majority of businesses use them to:

• Demonstrate their expertise

• Showcase an important client

• Share the results they achieved

Those are all good and valid things to cover, but there’s something missing.

The purpose of a case study is to attract more clients with similar issues that you can help. However, this bridge between what was done for one client and how it might benefit another is so often missing.

What do I mean?

Let’s say your latest case study tells people:

• How you redesigned a website for a client to make it look better

• How the navigation makes it easier for people to find what they’re looking for

• How it’s quicker and easier for the client to update in-house

You need to go one step further.

• What emotional impact does a better-looking website have? What feedback have they had, and does it boost their confidence when they’re at networking events, for example?

• If their new website navigation is clearer, how did that benefit them in terms of getting fewer emails and phone calls asking for information?

• Rather than saying a feature saved them time, go into more detail. What did that time allow them to do elsewhere in the business, and how did that make them feel?

Tapping into the human elements of your processes and end product helps others imagine what you could do for them.

If your case studies focus on facts rather than emotion, you’re making it harder for people to connect the dots.

Who are you writing your case studies for?

PS I write case studies. 😉