Secrets of effective customer case study copywriting

A well-written case study proves that you've delivered for a customer or client. Even better, several case studies show you've done it again and again. It's the reassurance that prospective customers want to see. And with the help of well-written case studies you can capture these customer experiences and get them working on your website or in other marketing materials.

Typical article structure for case study copywriting

In case study copywriting, the objective is to use a client or customer's experience to show how your organisation solved a particular challenge. A typical case study structure is as follows:

1. Introduction
2. Problem/challenge (client’s situation and needs)
3. Response (why your business was chosen)
4. Work done (methodology and distinctiveness of approach)
5. Outcome and future actions
6. Benefits for customer/client
7. Client comment
8. Conclusion
9. Key facts about client

Sometimes, the information is fitted quite rigidly into this, with headings and subheadings following the structure. An alternative approach, which I've used to good effect for several case studies, is to build the same information into a more loosely-structured article. In this case, rather than just relying on a single summary quote at the end of the case study, client commentary and quotes are woven into more of the body copy. Furthermore, rather than clinically laying out the aforementioned components, these are blended to give an engaging (and less overtly 'salesy') reader experience.

Your case study copywriting should do the following

Regardless of your preferred approach, case study content should do the following:

• Show tangible benefits that readers can relate to
• Explain why you were chosen over others
• Reveal, in your client’s words, how good you are
• Include examples and powerful quotes
• Be well-written so as not to distract the reader from the main story
• Avoid excessive length – 500 to 1000 words is usual
• Respect the media: print and web copy aren’t the same!
• Be believable – honesty adds credibility
• Include quantifiable benefits (where possible)
• Name names – but always with permission

Researching case study copywriting

Before starting to write a case study, it's vital to gather sufficient information. Poor research makes it harder to ask the right questions during a fact-finding interview with the client business. In turn, this can lead to case studies that lack real depth and insight.

With background research complete (desk research or a preliminary interview), it’s time for a face-to-face or telephone interview with the client. For a typical 500–750-word piece, expect this to last between 20 minutes and an hour. Here’s an interview framework that I use for case study interviews. In each case, the questions are addressed to my client’s (the ‘service provider’) client.

1. Background to the work and the business relationship
2. Initial impressions of the service provider
3. Length of time working together
4. What does the service provider have to achieve for their client?
5. Particular challenges faced and problems solved?
6. How has the relationship changed the interviewee’s business?
7. What is it like working with the service provider?
8. What differentiates the service provider?
9. Any teething problems in the relationship? How were they overcome?
10. Quality of ongoing support?
11. What do your customers/clients say about the product/service offered?
12. Most memorable incident in the relationship?
13. Have they recommended the service provider? Would they do so?
14. Keynote quote
15. Anything else they think I should know?
16. Contact details for approval of draft copy

At this point, based on the responses to these questions and my preliminary research, I usually have all the information that I need to draft the case study. It’s not as easy as it sounds and it takes time to do right.

Do you really have the time and skills to do this work?

And that’s where an experienced freelance case study copywriter can help you – by using their specialist skills to free you from the time-consuming interviewing and copywriting work. You simply get on with running your business while they write the case study that shows how you have delighted another customer or client.

That's how I get precious customer case studies working for businesses like yours. Contact me now to find out what customer case study copywriting could do for you.