Case studies are a powerful way of demonstrating your capability when blogging.
Case studies are an excellent post type for business blogs and are often shared extensively and linked too – what more could you want? Oh, and they can also convert subscribers into customers.
They are pretty much the most awesome type of blog post that you can create for your blog.
So how come we don’t see more of them?
Case studies are not easy to write and create. Sure the premise of the case study post is simple – a before and after snapshot of how you have helped a customer.
But it can be tough to extract all the right data that presents both you and your client in the best light. They differ from testimonials yet are a powerful testimonial in their own right.
They are a way of promoting what you do without being me me me all of the time.
How do you create a case study that works for everyone?
I’ve got a formula that I’m going to share with you (and you know how much I love a formula ).
You need the following components:
- The backstory
- The situation
- The challenges
- What you did
- The call to action
This is the opening section of the case study post, it’s here you can talk about the client demographics, their name, your contact and any other relevant details.
This part is important as it connects your reader to the client and their pain. Include photos whenever you can. If it’s a health story then a before and after image are a powerful way of showing your effectiveness.
When you include a real photo you give a powerful visual for the reader to connect too. If you’ve ever read The National Enquirer you’ll find almost every real life story has images of real life people attached to them.
This part is quite obvious, here you detail the client’s issue and their pain points. This is the “before” part of your before and after story. The situation can be shown in multiple ways like sales data and statistics.
This might sound a little dull, but it’s here the reader gets to understand and empathise with case study, especially if they are in the same situation.
If you are creating a meaty case study then the challenges are a big part of it.
- These can be bullet points
- They outline the challenges the company faces
- They can be the threats part of a SWOT analysis
- Challenges hook the reader in and make what can be dry reading interesting
It can be very tempting to skip the back story, the situation and the challenges but this should make up at least 40% of your case study. It’s important that your readers know and understand the situation and anticipate what comes next.
What You Did
This is the important part – what you did to help your client solve their problem. Some people think by detailing the cure that the case study won’t generate them any business.
That’s not the case. There are often things involved in resolving an issue that require your specific skills and experience. In this section you can share these skills without it seeming like bragging or boasting.
The power of this section can be enhanced with quotes from your client. The block quotes can make the post more scannable and the quotes make the post more authentic to the reader.
You should include numbers and statistics to show the growth and positive outcomes where ever possible in this section, and some more quotes showing how pleased the client is with the outcome.
It can be tempting to cut back on the customer’s story and over emphasize on the outcome, you should try and avoid this. You want the reader to desire the outcome enough to call you and see if you’ll work with them, but they have to fully understand the position the client was in before they can pick up the phone.
It can be tempting to crow about anticipated results and expectations but readers will connect better to red hot, juicy facts.
This is also where you can show your after photo. If what you do shows visible transformation, you need to share this with your audience. If this can be captured on video. All of this makes an excellent outcome section.
The Call To Action
You’ve ended your case study on a high note, you’ve shown the before and the after of working with you, you now need to create a call to action and invite your readers to do something.
- Share your case study with anyone with the same issue.
- To call you if they have issues that you can resolve.
- To leave a comment about what they would have done.
Add the case study to your email autoresponder and sit back and watch it work it’s magic.
Case studies are more than just a powerful marketing tool, they are inspirational stories that connect people so sit back, sip your coffee and see if you can create one for your blog today.