Create a Great Case Study

Case studies and success stories attract customers. But what makes a great case study? Three elements are essential:

• When you interview your customer, let the customer tell the story. You want the customer's true experience. Prompt gently, don't defend yourself and don't argue. But be prepared to ask the difficult questions ("what would you do differently next time?"). Often those questions produce the most valuable, flattering responses.
• When you write the story, resist the urge to add too much information about your business. A case study is not a brochure or a discussion of your business philosophy. Yes, you want to make sure you provide essential information and fill in the facts that the interviewee may overlook. But focus the case study on one or two elements of your business and save the rest for your next opportunity.
• Remember that you're telling a story. Keep it relaxed, keep it moving. Don't lecture your readers or talk down to them or (the greatest sin of all) bore them. A case study that merely lists one testimonial after another or sounds like a term paper is a lost opportunity.

Is all this difficult to do? You bet. That's why TWP Marketing & Technical Communications specializes in interviewing customers and writing case studies.

Is it worth the trouble? Yes, yes, yes. A great case study conveys the feeling of two likeable people chatting over a cup of coffee, your past and future customers. It captures your audience's attention and lets them know from a fellow customer exactly how great you are.