Why and How to Create Case Studies | Mike Hanson | Skillshare

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Why and How to Create Case Studies

teacher avatar Mike Hanson, The NO BS B2B Copywriter

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

10 Lessons (51m)
    • 1. What is a Case Study?

    • 2. Hardcopy vs Video Case Studies

    • 3. Who Uses Case Studies?

    • 4. Case Study Benefits

    • 5. Prepare to Create a Case Study

    • 6. Design the Case Study Subject Interview

    • 7. Interview tips: Who Participates?

    • 8. Write the Case Study "That Works for You"

    • 9. Written Case Study Advantages & Disadvantages

    • 10. Case Study Examples and Idea Sources

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About This Class

If you're fairly new in marketing, particularly in multi-billion dollar business to business (B2B) sales, your skill at creating Case Studies will hugely enhance your success. This course shows you why this skill is important to your career and how to master it.

In 10 short video segments, you'll learn how to capture the power of Case Studies and grow rapidly as a go-to B2B marketer. Your clients will benefit. So will your team members and employers. You too, in every important way for your career.


Go for it!

Creating powerful B2B Case Studies enabled me to help many small to medium-sized clients collectively add over $200,000,000.00 in new B2B sales revenue. And that number continues to rise.

Why not capture Case Study power for your benefit? 

Meet Your Teacher

Teacher Profile Image

Mike Hanson

The NO BS B2B Copywriter


I'm a freelance B2B copywriter and voice actor.

September 2019, check out my new course on Skillshare for aspiring marketing professionals: "Why & How to Write Case Studies."

The course lays out the huge potential of these powerful marketing tools to generate impressive new sales revenue. It presents the "why" and "how-to" in great detail plus offers students links to rich examples of very successful Case Studies for inspiration. Or, to just rip off because they are Copywrite-free. 

Since 1990 Case Studies I have written for small to medium-sized businesses who sell to other businesses (B2B) have generated more than $200,000,000.00 in NEW sales for them. And that total keeps climbing.

This course will guide students on how to hel... See full profile

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1. What is a Case Study?: This is one of the most powerful tools you can create for your B two B sales and marketing kit. It's a case study. Carefully crafted case studies prove that a product or service you developer client successfully sold one or more of their problems. Hi, I'm Mike Hanson. The No. B S B two b copywriter. This skill share course. We'll show you how to write a case study that's credible and effective and why you should learn to rhythm. I've spent a lifetime in sales and marketing, and as you can see, that's a long time. I know. First end a power of case studies in developing sales revenue. This course will help you understand how to capture that power, whether you're a beginner or maybe have tried a little while, but a ways to go to be a credible case study writer Case studies create great Sales Returns In recent years, case studies I've helped create enabled B two B sales teams to sell over $200 million in new revenue for specific products and services. 200 million and growing not too shabby. I'm happy this course could guide you to get good at creating case studies, and that skill will benefit you and your employer. So what is a case study? It's a brief 2 to 4 page written account of a real customers experience with your business . It describes the customers success thanks to your product or service. It specifically describes the problem the customer faced before using your product or service, and then tells the after story about how your solutions helped them overcome that problem. It's a story with a happy ending. Good storytelling takes good writing and two succeeded marketing. You will really help yourself if you become very good at B two b copyrighting in all forms , especially case studies, they offer you big and fast payoffs. Whatever you get out of this class. Remember, all winning marketing campaigns depend on Killer Copy that believably tells a story. I'll present this course in 10 segments. Binge. Watch the mall or review each individually at your leisure. Either way, they offer you significant return on investment. You also will have a class project to do on your own. No one will check your work or look over your shoulder. The smart people in skill share know that course subscribers learn more effectively when they undertake as specific project while they review the material. And I suggest the quickest payoff project for you is designed the questionnaire that drives Your case Study Client interview. You'll find helpful tips and ideas on how to complete this course project successfully in Segment six. Next segment, too. Hard copy versus audio video case studies. 2. Hardcopy vs Video Case Studies: before I differentiate between the two hard copy versus a V case studies, I should emphasize. We're talking good case that he's not okay, so so but good. Why would you want to learn to do anything else? I recognize video is hugely important in communications today, but we'll focus on the written word in this course. All start with great writing it. Oh, all okay. Studies started with that hard copy or video hard copy written case studies tend to be the most accessible and least costly to produce, and good ones don't lose any effectiveness. Whatever their presentation form, you see the term case study many places today, including medical journals dedicated to social and life sciences. There's a simple reason for that. A Colin thread uniting case studies across all industries and disciplines. So the case studies job describe a particular research method that yields factual evidence of a likely outcome. From a specific example, Business case studies methods are similar to scientific case studies, but instead of trying to cure diseases, B two B marketer show how their offerings cura prospects specific business problem In summary, a case study proves your product or service works with factual evidence provided willingly by one or more of your current customers. They are proof brought to life in stories. Case studies usually follow a typical story structure, which means they have a beginning, middle and end. The beginning reveals the customer or prospects problem and introduces the suffer. A k customer, The middle reviews the study authors action to solve the problem but then summarizes the solution and tangible results. Think of them ultimately as a before and after snapshot of a customer's business, complete with quotes, statistics and images. A lot of B two B marketers tend to focus on product specs at other stats. Sure, those numbers are important for VTB buyers. They need to know that they add up, and they want to make the best rational decision for their businesses. But more than just the facts, ma'am, good case studies are compelling stories. They are facts. But what could end up as a mind numbing, numbers heavy approach? Who doesn't believe they be more appreciated when brought to life in a positive and relatable way? Case studies serve as living proof that your product really can do everything you claim. Consider them the gold standard for credibility. So who uses case studies and why that's next in course, Segment three 3. Who Uses Case Studies?: businesses use case studies to sell to other businesses. But why isn't the word cell? Now? Let's talk about who. The marketing team usually creates the studies as key marketing collateral, but the sales team uses him on the front line. That often leads to choosing satisfied customers to feature. Both departments, therefore, must work together to ensure a case study does what it ultimately is meant to do. Sell more customers. Think about your typical B two B website. The language you find there is broad by necessity. That's because it must reach an entire pool of site visitors who are, hopefully potential customers. That can be to hit or miss business Case studies, however, zoom in on what specific prospects might be looking for. This could include highlighting a single product or feature, and also the results it could bring to your future customers. When real life prospects get to examine a riel life example, potential customers get to see proven results. This brings credibility. Your product does what you say it will. So who uses case studies Virtually every successful business in every viable industry. Here are good examples in four major B two b categories. Finance and accounting accounting deals with money, something that matters a lot to every company. There's also that pesky business of making sure your company meets government regulations and when filing taxes, of course and other compliance forms. Thompson Reuters provides a wide range of business solutions, including tax and accounting technology and expertise. The Cheesecake Factory experience using Thompson Reuters product. One source attacks technology efficiently helps them stay compliant. It helps them easily meet government standards. Industrial and manufacturing companies sell some of the most expensive and complex products around, whether they're tailored to automotive companies, health care, defence or anything else. Case studies help reassure buyers that they're making a sound investment production Modeling corporation. PMC offers many downloadable case studies on its website, marketing and advertising agencies, ad agencies A make bold claims about getting their clients more leads, engagement and customers. But businesses air understandably skeptical. Case studies prove that they can deliver the results. They promise, making it more likely businesses will give them a chance. This is an excellent example. Australian advertising agency Smart combines beautiful imagery with measurable results for one of its real estate clients. In its case, study for the Whit Sunday apartments on Hamilton Island. In addition, two examples of the agency's work the stats speak for themselves. Who could argue with an increased revenue of 49.9%? Software companies like Sasse Marketing use case studies a lot. They proved to be excellent proof. They clearly translate their product specifications and features into value that any potential customer will appreciate, even if they aren't tech savvy market. So, for example, a SAS vendor devotes an entire section of its website to featured customers, and each individual case study combines written and video elements. Clearly, smart people use case studies to do a lot of business and selling to other businesses. You probably, though, have a few more questions about why. So let's talk about their benefits, and that's ahead and course segment for 4. Case Study Benefits: now that you have a better idea about what case studies are and who uses them, you know, don't want to know more about why the benefits Everybody likes benefits. That's part of this segment. Number four What. Our case. Study benefits. Check this death. 73% of customers have used case studies to make a B two B buying decision within the last 12 months. Now that's staggering. What makes him so effective? Well, here are six key case study benefits. There are a valuable resource for your sales team to close as many deals as they can. Even the most skilled B two B sales person needs more than just a chat and Shaka prospects hand as you have seen good case studies or valuable marketing tools for sales reps. They helped them make well targeted, credible presentations with little notice or inconvenience to seller or buyer. The proof is handy in hard copy for the prospect to see if someone is hedging yes or no. A case study is often just a thing to tip the scales in your favor. Free publicity for your customers. Case studies are also great opportunities for you to help promote your best customers, featuring them as case studies subjects, gives them free exposure and publicizes their success. In addition, using a case study that stars and shows how much you appreciate their relationship with you , it can be a huge boost to customer loyalty. It also adds the customer voice to your materials. Key information for buyers Own Research B two B Buyer behavior has changed dramatically in the last few years, thanks to online resources today, 94% of buyers research problems and evaluating solutions on their own before talking to any sales people. Case studies fit nicely within a broader content marketing strategy. They provide the information for people who are well into the buying process. When your sales rep isn't there to perhaps start the process, at least when he's not there in person, they empower buyers with key information to help make the best decision possible. Then, if and when that buyer does contact you, your sales rep will be already one step ahead. Social proof. The logical appeal one of the key elements of persuasion has made famous by the book influence is social proof. People want what other people want, knowing that your business has other happy customers makes your company appear more valuable to the business shopper by telling the story of your successful relationships. Case studies prove your product or service does what you claim you live up to your marketing promises. This makes it easier to convince prospects to give you a chance, especially if the customer featured in your case study is a well known company source for completely original content. Countless B two B marketers create content and distributed online to attract customers, but finding perfect topics that people will read can be difficult. Every case study is unique because every case study subject is unique. Working with your sales and customer success teams, you can develop customer success stories using your offerings with a wide range of variables that different prospects may relate to, such as their company, their revenue, their size or location story. Telling the emotional appeal, Case studies give marketers the opportunity to translate key features and benefits into a compelling narrative. Storytelling engages us emotionally in a way that reading lists of stats do not. This 12 punch, resonating emotionally and logically, is the biggest strength of case studies and a key aspect of great marketing. B two B brands often present entire libraries of case studies on their websites that readers can filter by industry, region or the solution offered. But before we get to putting together a portfolio, let's review all the preparation steps that are needed to create an effective K state that's ahead in course Segment five. 5. Prepare to Create a Case Study: welcome the core segment. Five. Miss Me. Don't answer that. Preparing to create a case study If you've been in business for a while, you should have several happy customers. Which one should you feature in your new case? Study With limited time and resources, you can't choose everyone determining the right custom. Consider the case studies place in your overall marketing strategies. In most situations, you'll use case studies to help win prospect who are close to making a buying decision. So let's start there. Think about the people you're trying to convince to become your customers. Ask yourself this. Who do your top salespeople suggest? What are their business challenges weakened? Solve what may we have done well for them recently? Which industries do these people represent? Who are the key people making buying decisions there? As I have said, the marketing team is typically responsible for creating case study content. But having marketing do it on their own is a mistake. Include the sales team as well. Their insights, Um, countless conversations with prospects are invaluable. Who knows better what your customers want to hear than the people who speak to them most often, perhaps even every day, ideally, have sales and marketing work together, as if said before, to determine the most accurate buying persona possible. Once you know exactly who you're targeting, go through your stable of happy customers to find a buyer who is a good representative of the prospect you're trying to reach. The closer, their problems, their goals and industries align, the more your case study will resonate with them. What if you have mawr than one buyer persona? No problem. This is a common situation for B to B companies. Buyers often comprise a committee you might be marketing to. Procurement experts, executives, engineers and others try to develop a case study tainted each key persona. This might be a long term goal, but so what? The better. You can personalize the experience for each stakeholder, the easier it is to attract and retain their interest. Some B to B companies as marketing policy maintain a regular case study production calendar . It takes time and employee resources to execute. But it could make sense for your firm because as a strategy it produces consistent and profitable output. There are also specific situations where it makes sense to write a new case study. And here's some of the most common examples. Ah, happy customer reaches out with great results. I'm sure you have many happy customers, but you won't always have some eager to share results. But if someone reaches up to you on their own, they're happy and willing. Thank them for their feedback and move quickly to try and set up a case study interview with them. You just launched a new product or service B two B products and services tend to be expensive, complex and require a long term investment that makes them all the more challenging to sell when their new. If you've successfully beta tested or launched a new product of service and had some people use it successfully approach them about participating in a case study, it can help boost your credibility. An early adopter advocate for something new you've developed will help minimise other prospects. Concerns you're launching in a new region as B two B businesses expand into different geographic areas, case studies could help pave the way they can quickly show your target audience. In the new region. You can satisfy their regulations and their customer expectations and, of course, any other concerns. Such a case study may also feature a company that is likely well known and respected to others in the area. Sales Team Requests New Marketing Collateral If the sales team is noticing a lot of prospects getting this close to buying only the back out at the last second, empower them with MAWR case studies. They give you an effective chance to address the objections prospects make before they become a deal breaker and reassure. You can deliver what you claim. You have a case study written into a contract. Some customers might happily agree to that. This guarantees that they'll be available when you call in. Then it just becomes a matter of coordinating schedules and getting the information you need at old times remain transparent and consistent. Here. Some thoughts on selecting the right customer. Unless a happy customer reaches out to you directly, you'll have to decide which ones to approach. To become case studies subjects. Limited time and resources force you to be selective, So consider thes points. Does the customer already use products and services of years? They know well. Is the customer's own brand recognition in the industry significant? Are there achieved results specific and remarkable. Did they switch to you from a competitors product or service? How closely aligned are they with your target audience? These are just started questions but will help you develop your own criteria. Once you have a list, assess each customer against it to determine your best targets. Approach those on the top your so called Dream Team case. Study subjects and work your way down as needed. How to request case study Participation. There's no one right way to ask customers to participate in case studies. Some companies stick to requesting participation by e mail. Others prefer picking up the phone or even discussing it in person. Face to face. A combination of all these methods is probably best. With that said, a few key fundamentals will greatly increase your chances of getting Ah, yes, make it as easy as possible to work with you. Your customers. Time is valuable so respect that the better prepared you are, the smoother the process will go. Ask a little as possible of them that you can to still get your story. It helps to sketch out the interactions all the way from initial request to customer approval. of the completed case study emphasize how the customer will benefit from participating. Talk about the publicity get whether it's potential revenue boosting opportunities or just recognition for commissioning a successful project. Here's an example. If a procurement specialist waited through dozens of products before finally choosing yours , and that decision increased their company's revenue by 30% remind him or her that a case study is a chance to put that success on the record they get acknowledged in their company and someone responsible for that incredible success. Next comes perhaps the most vital segment in this course. Number six designing the case Study interview questionnaire. 6. Design the Case Study Subject Interview: of course, Segment six. This is the one I told you up front. It's so important designing the case. Study. Subject interview. Once you find a customer willing to participate in your case study, it's time to set up in interview. We'll give you the specific information you need to write the most engaging case study possible. Here's everything you need to know. Toe handled it well. Interview. Preparation case study Interviews are like school exams. The better prepared you are going into them. The better they turn out, the more thoroughly you do. That also shows participants that you value their time. You don't waste time rehashing things you should already know. You focus on getting the information you need as efficiently as possible, and that starts. We're getting as much information about the customer as you can up front. Which products or services are they using? How long have they been a customer? What did their interactions with your company looked like before they decided to buy? Run this by the relevant account manager to get all the details? Memories fade, though, especially if they've been a customer for a long time. Confirm everything with your historical records as well. Just to be sure, once you've gathered preliminary info on your case studies subject focus on your target audience. No, what makes them hesitant to buy what did the absolutely need to know? For example, if you're targeting technical prospects, engineers, I T experts, etcetera. They'll want more specs and data. Pinpointing these major considerations early makes all the difference. We can't afford to assume that key study participants will volunteer this information on their own. Asking the right questions draws out the old important answers. Which brings us to the next section writing case. Study Interview questions before you interview your case. Study participant Predetermined. Which questions you'll need to ask. Going into an interview with the list will keep you focused. Designing this questionnaire is I suggest the most important thing you can get out of this course. It could prove to be profitable right from the get go in your marketing career. Very near future. Structure the case. Study like a story. Your research you've now done should be your guide. You should already understand the history between your business and the case. Study participants. But if still in doubt about anything, ask, you should also know what's important to the audience. You're trying to target Kraft interview questions to draw out that information. Since you'll be structuring your case studies like a story, you'll need a beginning, middle and an end. The beginning named the customer Delve into their challenge. What were their problems like? What drove them to finally make a decision? Why did they choose you? Middle. Your audience also wants to know about the experience of working with you. Your customer took action to address their problems. What happened once you got on board? End described the specific results your company produced for the customer. How is the customer's business and life changed once they implemented your solution? When in doubt, sink of the golden rule of interviewing, ask some open ended questions. The quality of the answers you get and the case study itself will improve dramatically. And also don't be afraid to go off script. If your customer gives you an answer that leads to something interesting and unexpected and attractive. Definitely follow up to get more information, even if the question wasn't on your original least interview questions. Ideas to get you started. If you're still not sure how to get an effective interview started. Begin with these samples. This list isn't exhaustive, but we'll get you thinking in the right direction. What challenges did you experience before deciding to look for a solution? When did you realize that you had to do something about your challenges right away? Was there a tipping point? Which criteria did you use to choose to decide on a B two B solution and who was involved? What made our product or service stand out from all the others? What was your experience working with us after purchasing our solution? Was there anything about working with us that surprised you exceeded your expectations? How easily did your team adopt our product or service into their work flows? How long did it take before you started seeing positive results? How have you benefited from our products and services? Would you be willing to share some specifics? How do you measure the value? Our product or service offers you? Which of one or more formats should you choose? You may interview in multiple formats everything from exchanging emails to face to face interviews. This isn't a trivial choice, as you'll see in these slides, Each format has its own unique advantages and disadvantages. The video chant format, for example, pro seeing each other's facial expressions tends to relax. All parties encourages more open conversation. Great if talking with several members of the client team at the same time. Con guard against technical issues and disconnects. Phone quality could be muffled or cut off mid discussion. Conversation can be lost when multiple people are talking. Format the phone. Call the pros more personal exchange could hear voice, tone, excitement, interest or otherwise convenient and immediate. No travel involved. Con not as personal as video or an in person interview. May miss nonverbal cues. Hard to get direct quotes unless it's recorded format in person. Prose. Most personal infirmity relaxes and encourages. Storytelling eases seamless topic. Changes. Humanizes the customer's experience tends to increase the number of valuable results and stories. Con puts extra pressure on introverted customers, especially if recorded Requires the most commitment for clients to participate. Travel dressing up. Dealing with audio visual equipment, etcetera. The format. Email. Popular. It's pros most flexible for customers, especially for scheduling. No coordination needed between parties except for agreed delivery date allows time to consider questions and right, thoughtful answers. Cons. That's opportunity for customers to reveal compelling, unexpected anecdotes. Some participants may get lost in their responses, making it hard to sense enthusiasm or frustration. Now that you've chosen how you're going to interview the subjects for the questionnaire, it's important you give thoughtful consideration about who at the client you asked to participate. We'll discuss that in course Segment seven. 7. Interview tips: Who Participates?: Welcome to Segment seven, where we'll ask the question. Who should participate in the interview? You must consider and decide who will ask and answer the questions during your case study. Interview. Decide who before to avoid confusion. It's smart to think about this while considering case study format. Why? Because the number of participants factors into which format will work best. If you're trying to juggle four or five people's busy schedules, maybe try a video conference. At minimum, you need two people to participate. A 1 to 1 interview can work well because it encourages the interviewee to open up. Imagine an easy chat with a friend rather than answering to a panel. There's less worry about making sure everyone has heard doesn't feel stupid, and no one dominates the conversation. Multiple interviewees create a logistical challenge but offer different perspectives. After you get the information you need, you can weave in these different stories to make a broader narrative. Salespeople probably have the closest relationship with your customer, but don't assume they know exactly what to ask. Have a marketer. They're prepared with the most important questions. You may choose top level managers or others in high profile positions. But consider how close they are to your product and its results. It may be better to focus on an office manager or engineer who uses your product daily someone with a courtside view of its effects. Here's some interviewing tips. It's easy to assume that interviewing isn't much different from everyday conversation. You talked to your family, friends and co workers all the time. What makes this any different? The reality conducting case study interviews is a skill like negotiating and public speaking. You can refine with practice. Keep these tips in mind before you connect with your customer. Prioritize your questions. It's impossible to predict how long it will take for an interviewee to answer questions. Some people are more talkative than others. You want to be respectful of your customers time, so lead with your most important questions. Make interviewees feel comfortable before getting started. Don't us jump straight into interview mode. Put your interviewees at ease with a little small talk about their business and other personal information. You might know of their hobbies. Recent vacations, favorite sports teams, etcetera. Once everyone is comfortable, ask if they have any questions or concerns before getting started. Get those out of the way first. As we've said before, don't be afraid to go off. Script case study interviews don't need to be rigid. If you're working your way through questions and your interviewees brings up something you didn't expect. Think about going with it. Maybe just go with it. Allowing them to go off script is where their human side shines through, along with the possibility of the most precious feedback record. The interview. If you aren't doing the interview via email, you must record it or else risk losing valuable gems. Of course, game permission from the participants reassured them that you won't release anything without their prior consent recording. Let you focus on them without scribbling notes and wondering whether you're getting at all . Later, you can replay the interview and pull out all the insightful quotes. Now it's time to discuss how to structure a case study interview. Now that you have your questions prepared and the willing customer ready to answer them, the only thing left to do is do it. Follow this time proven structure. Clearly identify who the client is and what they do clarify their challenge. The problem they want solved their journey. What they tried before they came to you, their discovery, how they found you, the solution. What you chose together from your solution. Roster the implementation specifics about what you did to make it work. The results, quantifiable details the client will share with responses can hand. It becomes a matter of incorporating them into an engaging, written narrative. A story with a factually happy ending. You can do it all well in just 2 to 5 pages and use just 500 to 1200 words. Most really good ones do just that right in between, plus pullouts, photos and graphs. Speaking of doing it, now comes time for Segment eight, right, the case study. 8. Write the Case Study "That Works for You": no. Let's turn to your big question how to write a case study that works for me. Understanding how to write a case study I hope you also see is invaluable. You make decisions large and small, everything from deciding which customers to feature the vest for about to use to design them to be very engaging. As you know, in this course, we're talking about a written case study that translates well to printed marketing collateral or website landing pages. Other platforms, such as audio video work very well, too, but has said earlier are more time consuming and expensive, Perhaps will do a course on that someday in the future. Now, with your interview completed, it's time to take the insights, data and quotes you gained and turn them into a case study. For people who don't write often, the process can seem a bit daunting, but there's no need to be the next Shakespeare or Hemingway. The easier to read your writing is the more believable it will be to your reader. What's the best thing you can do to stop agonizing over the writing process? Stop thinking of it. Is writing an essay or something academic think of it. Is writing a story? Heard that for me before, right? Well, that's what case studies are when they're at their most effective. So let's discuss the art of storytelling. Sure, business people write case studies for business people, but people are involved. People read them and use them to make buying decisions. They want to make the right one. Of course, they're in business to succeed, but they want to feel the story they just read was meant for them. Applying the artist storytelling will make your case study truly effective. As noted earlier, people love a great story. As busy as we are, we're still making timeto watch the latest big hit streaming Argosy and Oscar winner or a playoff championship game and share with family that hilarious thing that happened today at work. It has been like this for ever since human started communicating. When we listened to stories, mirror neurons in the brain fire and we experience the sensations described, we are hard wired to tell them, listen to them and use them to relate to the world. You might be a great storyteller, already being exposed to countless stories in greens, their patterns on a subconscious level. Once you understand the elements consciously and apply them to your case studies, it could make them unforgettable. Best of all, it doesn't cost more to tell an awesome story than an awful one. It's a great equalizer, even if your competitors have larger marketing budgets. Finding the perfect writing style, creating the perfect style to write your case. Study starts by thinking about its intended audience. A network security specialist, for instance, will be a lot more amenable to technical jargon than an overwhelmed executive who isn't tech savvy but is responsible for the bottom line. Your writing style should reflect your company brand. If your website, local and social media posts all embrace I lighthearted conversational style. But your case study is denser than James Joyce's Ulysses. The mismatch will confuse readers. No need to write artistically or academically. I've said that before I forget the third stars don't write antiquated when Old says it all . Use active voice versus passive voice where possible sentences written in active voice feel more authoritative than those in passive. For example, the Acme 2020 solves hydraulic problems. Cutting down time by double digits is much stronger than costly hydraulic problems can be greatly reduced using the Acme 2020. When in doubt. Favorite clarity over cleverness. Remember the end goal. Communicate your message in a compelling way. Hello, audio video In case study production has become huge in the past decade, people that are building the careers and case studies as an important B two b marketing to should first learn how to master the writing of a case study. Your storytelling on paper will determine the success of your case study no matter what media you use. So let's look at the pros and cons of mastering the tried and true written case study. It's a presentation you'd need to master, but it's not hard. Just follow the proven track, Rick, and we'll do that in segment number nine. 9. Written Case Study Advantages & Disadvantages: time for segment night, and it'll be fine. Oh, sorry, I went mostly all rocket roll on you for a minute. Let's carry on, Joey. Let's check out written case Study Advantages Here are a few of the biggest reasons why your company should be leveraging written case studies. Easy link toe, additional information and contact forms. Whether your case study is a PDF or landing page on the Web, the format allows you to use hyperlinks within your content. You can put as many links as you want in them. Make sure they are relevant. Of course. Give your prospects the opportunity to find additional information if they have questions but not stray from your primary reason for contacted, you can also link directly to an email address or contact US form, enabling prospects to easily take the next step helps you make an easier ask of your customers instead of having to set up a time and fly out to film your best customers or have them fly to you. Written case studies offer more flexibility and less time commitment from customers and clients. You can do it via phone or video streaming services such as FaceTime or Skype. If someone needs to rearrange the interview time, no problem. You're not canceling or rescheduling a big production crew if needed. You can even email your customer list of questions. Easy to scan, especially for time strapped professionals. Someone may want to learn additional information about your company, but his limited time use a great case study format that makes it easier to scan prospects can take a quick look for information moose relevant to them. Charts and collard boxes featuring stats are especially helpful for this portability. You couldn't expensively print multiple copies of written case studies to present at trade shows, sales calls and other live events. They're easy to hand out too busy event attendees or leave with prospects after in person meetings. While many people prefer digital, there are people a few who still like a tassel feel of paper toe hold hard copy written case studies give them that option. Video is difficult to physically hand over and quickly review. Now written case study disadvantages. They have less emotional impact. Written words packed less feeling than seeing a real live human described the experience they had with you Video. Consider mood and exchange additional senses with emotion. Even when you're marketing constantly be to be products, emotions have an impact on sales. M r I Studies show that when evaluating brands, consumers follow emotions over fax, preferring benefits over product features utilizing quotes, images and storytelling in your case study remain a great way to create that emotional connection still requires large time investment. Creating a great great case study is more than just spitting words. On a few pages. You need an editor, a proof reader as well as coordination with designers, so everything looks attractive and professional. Written case studies usually go through multiple revisions and approvals before publication . It can be challenging to keep reader attention. Attention spans tend to be short. As recently as 2015 marketing wisdom suggested we're all exposed to more than 5000 advertising messages a day, and that's growing exponentially. Some studies show our attention to be less than out of a goldfish without audio or video elements. Case study writers must work that much harder to engage readers in our next segment. And Final one side been 10. Really, uh, review of a few more examples for you to consider as you do your studying of case studies and how to write them. And we'll suggests, um, fertile resources for you to use going forward. That's on the next secret Number 10. 10. Case Study Examples and Idea Sources: really not much more time in this course, except to remind you to check out the link below. It'll take you to a treasure trove of great case study examples that's making. They're all making a lot of money for the companies that wrote them or had them commissioned. Either way. Good idea. Check them out. It's a treasure trove of ideas that will spark your creative juices. How Weebly saved a 1,000,000 Hours on Content Production This is a link to a written case study from Media Company. Constantly, it is short and sweet. It gets the story told in just two pages. But notice the logical structure, challenge solution, results and attractive design. Knowing the importance of growth toe any business, it opens with proof its product tripled. We please our ally on the back page. Those results are front and center. There's no way you could miss them. New breed Marketings Case study on lithium This link will show how this marketing agency seamlessly incorporates written case studies onto its website. The screenshot only shows the beginning of the page, but once again you can immediately see the results. They're big and bold. The first place your eyes go. The quote also serves as a fabulous testimonial, including the spokesperson's picture connection brain to its authentic source. In addition, as a landing page, it is interactive. You can click and view the challenge Solution and result. A grade dot US case study biz Marketing Helping Businesses win Online It's Review Management Platform Case study used a combination of report generated data and tangible benefits to show both the analytical and visual benefits of the service. Ray dot us also showcased the actual use of the service. The review funnel and generated a few emotional pull quotes from the happy customer. This clearly highlights the value any future customer would benefit from using the platform in their own business. These few examples of powerfully written case studies show key options for text to include and layout that could be almost endless. But wait, there's more, like all good B two b coffee. There is a P S, a little something extra that won't cost you extra, but adds value. You may still be wondering if there's a difference between a case study and the testimonial . While looking at some of the earlier sample case studies, you may have noticed a quote from decision makers at the subject client. In each of them, those are testimonials. They are key credibility elements in all credible case studies. So if a quote gives proof from a real customer that your brand does what it says it will, you may be wondering. Aren't customer testimonials and case studies basically the same thing? Not exactly as you saw. Case studies are much longer and more in depth and testimonials. A testimonial is just one piece of a larger story, if why I let me define them. Customer testimonials are quotes from happy customers. They affirm that your product or service worked like you said it would, providing value promised, and they can also speak to your company's customer service. Testimonial length varies, but the most effective are just a few lines. And yes, there is a PPS. Check out these excellent and free resources listed alphabetically. Do not prejudice your opinion of any of them. The one from docks in dot com I posted earlier for you and sampled parts of in some segments of this course is important and may suggest my prejudice. But they're all outstanding resources. They will give you great ideas. How to help you tell the most compelling stories possible. Check out any of these sites form or great ideas content Marketing World. How to Get customers To participate in a case study, Doc send 150 plus of the best case Study examples for B two b Product marketers gives Moto that 22 rules of storytelling according to Pixar Hubs. Spot How to write a case study, bookmark, Herbal Guide and template. Ted talks video playlists about storytelling Thanks for viewing this skill share. Course we enjoyed putting it together for you. We wish you much success from the lessons we hope you took special thanks to copywriters Kristen McCabe and Ed Got.