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The problem with case studies
Business case studies are like mobile phones.
Their use is now so ubiquitous that we have pretty much
stopped questioning the role they play. In fact it can be
hard to imagine a time when they did not exist.
This is good, and this is bad.
Yes,
the case study is here to stay. Nobody questions that it
is a vital piece of marketing literature. They are essential
in putting forward a business case and proving credibility
to existing and potential clients.
But
the very fact that they are everywhere begs an inevitable
question: how do you make sure yours stand apart
from all the others?
Writing a good case study is
so much more than saying (or, more to the point, getting someone
else to say) ‘we did this’ and ‘we did that’.
In these increasingly competitive times, your edge comes from
getting customers to realise what you could potentially do
for them.
For if there is one thing that all customers
are interested in, it is themselves.
The Writing Machine approach to writing case
studies
That is why the Writing Machine outline
for writing a case study is one that starts with the
readership, rather than the client for whom you did such sterling
work.
We can, and do, work within standard templates
if desired. But many companies we have worked with over the
years have agreed that our reader-focussed method makes for a
much
more interesting and engaging story.
As soon as you engage your readers, you have
already began to earn their trust. If you can show that you understand
the problems faced by companies within a certain sector, and
can prove yourself equal to the task of solving these problems,
you will automatically have a captive audience.
But here the good work is only just beginning.
Now you have to convey that message in a way that will inspire
confidence. For nothing will undermine your marketing
message (or, come to that, the professionalism of your company),
more than a poorly presented or badly written case study.
At Writing Machine
we have over 17 years experience in writing
business case studies for some of the biggest names in international
commerce. Clients such as Avaya, Nortel and Steria have
put their faith in our case study methodology. Our outline
for writing a case study starts with in-depth research,
follows best internal practices and is backed up at all
times by a dedicated account manager.
Furthermore, because we're specialist marketing
writers, you can be assured that the copy itself will carry
the stamp of professionalism that you will want your company
to reflect.
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