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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...
How to Write a Technical Case Study (Without Being a Subject Matter Expert)
When your product or service is technical, you may wonder if an outside partner has the expertise to deliver: Will an interviewer know what questions are worth asking? Will a writer know the right language to use? Will the technical details be both accurate—and compelling? It’s a valid concern—one that we’ve stared down a few times. It’s true: we’re not software engineers, developers, or data analysts, and we’ll never understand your technical product or service as well as you do....
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...
Outsourcing your case studies: what to consider (and why!)
So you’re sold on the value of creating and sharing your customer success stories. Excellent! But whether it’s a lack of capacity, the desire to scale your case study production, or just a need for a specialized partner, you’re wondering if outsourcing your case studies and video testimonials is even possible—or as good idea. b) A good idea! Outsourcing case studies can be a contentious issue, especially given the high-touch nature of customer success stories. How can you know your...
When Your Customer’s Legal Department Won’t Approve Your Case Study
It’s happened to the best of us. And it sucks. You’ve written a compelling case study. One that’s a fantastic example of all the benefits your product or service can bring. And one that will carry a lot of weight with prospective customers. But when you run it by your customer’s legal department for approval, they want to nix it. They worry that the challenges section—the section that lays out the pain points they were experiencing before they adopted your...
How to Prepare for Case Study Video Interviews
Lately, interest in our video case studies and video testimonials has taken off. And no wonder. According to Social Media Week: Video consumption on mobile devices rises a whopping 100 percent each year 78 percent of people report watching videos online each week 55 percent of those watch on a daily basis. This trend hasn’t gone unnoticed among marketers. According to the same source: 99 percent of marketers claim they will continue to use video marketing in their approaches 88...
Leverage Your Case Study Metrics to the Max
Measurable results put the ‘success’ in customer success stories. Hard numbers are especially powerful; they validate the solutions you bring to the table and establish desirable results that your other customers want for themselves. So yes, whenever possible, you want metrics that you can assign to case study results. (That doesn’t mean you can’t create a good case study without metrics. You just need to lean more heavily into the narrative story arc—and apply a few other tricks of the...
Quick Tip: Case Study Interview Prep You May Have Missed
So you’ve been pulled in to conduct a case study interview. And you’ve done all you can to prepare for it. But there’s one small aspect of interview prep you may have missed. And that’s nailing down exactly how to pronounce the name of the person you’ll be interviewing—as well as the name of the company they represent. Hopefully, someone on your team will be able to confirm pronunciation. Surely the account manager will know? But if no one on...
How to Get Powerful Quotes for Your Case Study
Powerful quotes can be the difference between a strong case study and a total dud. If someone you knew said, “Hey, I heard about this new carpet cleaning product. It’s pretty cheap and cleans up even the toughest stains”—that’s a GOOD story. It includes the pain point (“the toughest stain”) and the solution (“new carpet cleaning product”). If someone you knew said, “Take a look at my carpet. It had a red wine stain on it, and I used this...