What’s the first thing a potential customer does before investing in a product or service? Research it! So give your customers the tools they need to choose your product or service by writing and publishing in-depth case studies.

Case studies are real-life glimpses into your business and your relationship with your customers. They go well beyond a simple testimonial. Instead, they create credibility by showcasing your methods, differentiators and successes. This is what helps you convert ideal potential customers into actual customers. 

To be most effective, a case study must be structured with a logical flow that tells a story with a beginning, middle and end. It must start with an explanation of the issue that needs to be addressed, followed by the steps that were taken to resolve the issue and finish with the end result.

4 steps to writing a killer case study

1. State the problem. Always start with the reason you’re writing the case study in the first place — a client had a problem that your business was able to resolve. The important thing to remember, however, is to ensure that the customer you’re profiling is positioned in a good light and that the problem does not reflect badly on them or their business. If you need, twist the problem from the negative (e.g. sales were slow and the business was suffering) to the positive by showing how your client was being proactive in addressing an issue or situation (e.g. the business needed to grow and expand into new markets).

2. Show how you helped. Resist the instinct to dive right into the end result of your efforts and take the time to write out every step you took — and why you took each one — to solve your client’s problem.

a) Outline every step. The detail is in the planning and outlining your steps to success showcases your expertise.

b) Explain the execution. Solving a problem isn’t only about planning the solution; it’s also about the actions you undertake. Unless you simply handed over a solution strategy and walked away, explain your process.

c) Highlight your differentiators. Your competitors may have also be able to solve the problems, so explain what makes your business different and how only you could have achieved the desired results.

3. Reveal the outcome. Always showcase a favourable outcome to the problem and explain how your expertise and solution positively affected your client and their business.

4. Cap it off with a testimonial. Nothing highlights your hard work better than a favourable testimonial from the satisfied customer.  It gives your case study that one final point of credibility. And, since women put more value on testimonials than men, it’s an excellent way to be sure you’re capturing your entire audience’s attention.

Want to see some examples of great case study? Check out what we did for Waddington’s, Efston Solar and Econopac.

A few months back, we wrote about the CRA paperwork you need to complete when hiring a new employee. Our next blog will look at the opposite — what you need to do to fire an employee.

Share this

Latest Insights

Recent posts from our blog

How to plan for seasonal variances in your cash flow

Have you noticed unexpected seasonal variances in your company’s cash flow? If your business is seasonally-based (a lawn care or snow removal company, for example), it’s normal for your cash flow to vary depending on the time of year. Unfortunately, many companies who shouldn’t be affected by the seasons still experience peaks and valleys in […]

Organizational growth and restructuring: Is your business ready to take the next steps?

Are you planning to take your business to the next level? Before you start growing your company, you need to ensure that your organizational structure is prepped for this major shift. Don’t just jump in head first – make sure you follow our key prep tips to keep your growth sustainable and successful.   3 […]

Do you have a file you need to send to us? Would you like to make a payement?