Showing:

How to Capture Your Target Reader With Your Anonymous Case Study

Every case study should be aimed at a defined target reader. It might be CFOs of SaaS companies, or IT managers of financial institutions, or marketing directors of digital advertising agencies or something even more specific. Usually, you can use your customer’s brand name and logo as a signal to that target reader. Those brands and logos wave a flag, saying, “Hey CFO/CEO/director/etc., here’s a company you probably already know that shares your challenges—challenges that we solved for them. But what...

BY Holly Yoos

How to Define Your Case Study Strategy (And Why You Need One)

Unfortunately, few companies have a defined customer case study strategy in place. Often, they’ll just identify a good customer or project (“This would make a great case study!”) and then fly at it. If they get that case study done, they may eventually turn to another good candidate and repeat the process. And that’s as far as it goes. But when you take this piecemeal approach, and overlook the strategy piece, you may run into the following problems: You struggle to...

BY Holly Yoos

How to Ask for Video Testimonials and Case Studies

There’s no better weapon to convince prospective clients to work with you than a video case study. Seeing your existing customers describe what it was like to work with you in their own words—on camera—is incredibly powerful. However, getting customers to agree to participate in video testimonials and case studies isn’t always easy. They may feel uncomfortable on camera, or they may not have the time. They may begrudge the effort it will take to dress appropriately and show up...

BY Holly Yoos

Making the Case for Anonymous Case Studies

In a perfect world, every customer would let you tell the story of how you helped them succeed in a case study. But sometimes, customers are constrained by their legal departments—or the story is just too sensitive—and so they decline to participate. Sometimes, though, customers will agree to share their story as long as their name isn’t attached to it. Which means you’ll need to anonymize the case study. In some circles, anonymous case studies are maligned as “weaker” than case...

BY Holly Yoos

How to Create Tension in Case Studies With No Before-After Comparison

What do you do when you’re writing a case study with no before-after comparison? A case study where you have no insights into the situation that existed before your amazing product or solution was implemented? How can you create tension or suspense in your case study without that? Because when you distill most case studies down to their bare structure, the story is: Bad thing happens (or, is happening) Solution is implemented Problem is solved. But what if your interviewee...

BY Holly Yoos

Is a Metric-Driven Headline Always the Best Choice for Your Customer Success Stories?

One of the golden rules of case study writing is to put an impressive metric into headlines instead of using qualitative descriptions of success. So instead of saying: “How [Customer A] Increased Sales With the Help of [Company B]” or “How [Customer A] beats back the competition with [Company B product/service],” you would say something like: “How [Customer A] Increased Sales by 25% With the Help of [Company B].” Of course, you won’t always have good metrics to worth with,...

BY Holly Yoos

Light Up the Brains of Prospects With These Innovative Case Study Filters

Here’s a CRAZY clever bit of copy and UX that I wish more companies were brave enough to try: Our client, KlientBoost, has a fantastic amount of customer success stories—so many that they need to help prospects find the ones most relevant to them. So here’s how they’ve set up their “results” page: As you can see, they provide users with two types of filtering systems. The first system (which I’ve circled in blue) follows conventional wisdom (read: logic). Users...

BY Joel Klettke

3 Reasons to Rethink Your Case Study Headlines

Having a good headline is important. After all, you only have a few seconds to grab readers’ attention. This is as true for case studies as any other type of marketing content, from blog posts to white papers. However, case study headlines can get a little… trickier. Because while you want to grab attention with your case study headline, you also need to make those headlines extra focused. Why? Because when prospective clients scan your case study headline, they’re looking...

BY Holly Yoos

Are Your Case Studies Too Similar?

Are all of your case studies starting to sound the same? If they are, you may wonder if maybe they’re getting a bit… heaven forbid… boring? We sometimes bump into this question when we write multiple case studies for clients (which we almost always do).  For example, we have one client for whom we’ve written 60+ case studies! How can anyone make all those case studies unique? It might seem like a terrifying concern—but in reality, that’s the wrong way...

BY Holly Yoos

Let’s tell your stories together.

Get in touch to start a conversation.

Contact Us