Customer case studies: Sold! By your client in their words...

Well-researched and written client case studies are an effective way to get your clients to sell you in their own words. Once created, they’re easy to use across many print and online platforms with minimal reworking. Now that’s cost-effective…

Case studies are traditionally short and sweet – and rather clinical. They work by showing how you solved a client problem – to engage potential customers who face a similar challenge. And at the end, you quote your client, saying what a jolly good supplier you are.

The traditional way...

You’ve probably seen the following format:

  • Introduction
  • Challenge
  • Solution
  • Benefits
  • Quote

That’s all good and well, and there’s still a place for such case studies – even though they can appear to be just another sales tool. They’re a great start, but you can take case studies a stage further, make them less obviously a sales tool and get customers’ words working even harder for you. Here’s how…

Another way to do case studies

You start by choosing a good customer with a positive story about your organisation. Then you ask them to participate – and tell them that they can use the finished case study too.

The interview

Next, you interview your client (or get an independent third party to do so, for a more candid response). What do you ask? Here are some ideas for starters:

  • What’s the project background?
  • Why did they choose you?
  • How did the project go?
  • Were there any teething troubles (this is good; it adds credibility and lets your client show how you overcame them)?
  • What are you like to work with?
  • What makes you different?
  • Would they use you again?
  • Would they recommend you?

Write it up

Next, write the case study as a feature piece with a strong story thread – more like a 500–1000-word business magazine article than sales copy. And tell lots of the story (two-thirds or more) as quoted speech by your client – that way they ‘show’ what you did for them. It’s more credible than merely telling prospects how good you are as you might do in a brochure or website page.

Once you’ve written a first draft, get your client’s approval. Expect a bit of tweaking and don’t worry if they change the odd sentence into something quite informal or even clumsy. It’s coming from their heart and adds vital credibility.


With copy approved, you lay out the document as a simple PDF with a picture and logos – and a subtle resource box containing everyone’s contact details. Alternatively, ask your designer to give it a full graphic treatment.  Either way, you’ll have a powerful communications tool for use in your next brochure, on your website, as an email attachment, or as a handout.

Advantages &  Benefits

  • The advantages and benefits of the new-style client case study include the following:
  • Cost-effective (write once, use many times across different platforms).
  • ‘Feature style’ writing is perceived as more objective and credible than out-and-out sales copy.
  • Case studies have a distinct personality and complement your other collateral.
  • Your customer is selling you throughout the piece – not just in a predictable summary quote..
  • The case study process can build your relationship with the client.
  • You (or your third-party interviewer) could pick up useful intelligence during interviewing.
  • By writing different case studies for clients in different sectors you can engage different prospective clients.

Secrets of effective client case study writing?

From experience, here are a few secrets of effective client case study writing:

  • Objectivity (at interview stage and by writing in third-person behind the interviewee’s quoted speech.
  • A great story balanced by a successfully-overcome problem to add credibility.
  • Asking the right questions to draw out the best answers (an experienced third-party interviewer can help).
  • Play down the sales approach. The case study should look like an informative PR piece rather than a sales document. Keep your branding low-key and avoid sales puff.

Over to you

So, what are you waiting for? When will you create your first new-style client case study and get your customers selling you in print? Of course, if you don't have the time, the specialist case study writing skills or the inclination to write your own customer case studies, just call 01242 520 573 or email me


Professional Body

Member of the Professional Copywriters' Network

What clients say

'Engaging copy...more web enquiries...excellent results...pure genius as always.' – see what my clients say


Projects for clients facing similar copywriting challenges to you – read more

copywriter portfolio

Watch Industry Copywriter

Get writing about watches off your to-do list? Click the image below...

Watch industry copywriter

Automotive Copywriter

Writing about cars, car parts and the businesses that mend and drive them.

automotive copywriter for audi vw specialist centre website

Engineering Copywriter

Engineering copywriting? Read more

Image of engineering copywriting samples

Aerospace Copywriting

Harness my experience in aerospace, aerospace tech pubs and aviation copywriting. Click the image...

Aerospace copywriter

Harness the power of customer case studies

They're a powerful write-once-use-many-times way to get customers to sell the benefits of your products and services in their words – learn more here

Defence Industry Client Case Study Writer

Travel & Holiday Copywriter

Website copywriter for a top cycling holidays company...

Travel, Tourism & Holiday copywriter

A Copywriter's A to Z of the Baselworld Watch Show

Take a copywriter for watch companies (me) Then mention 'Baselworld'. Here's what it's all about – from A to Z...

Copywriter for Watch Companies - Baselworld A to Z

Uchi Horology Series

Watch Industry Copywriter for the Uchi Horology Series of timepiece art prints and clothing


Bond, Switzerland and watches...

Long-form website article writing on James Bond 007, Switzerland and watches. What's not to like...


As Featured in Gloucestershire's The Local Answer

Could you use some of the writing that engages Gloucestershire readers of The Local Answer? Click here to get in touch...

Local Answer Travel Writer & Fashion Writer

Style & Fashion Writer

Copywriting for businesses in the style, fashion and watch industries...

Gloucestershire Style & Fashion Writer

Logistics & Transport copywriter

On land and in the air, my copywriting skills help organisations like yours...

Copywriter for logistics and transport

Luxury Watch Writer

Writing digital and conventional copy for, and about, luxury watch brands...

Luxury watch writer

Executive chauffeurs

Need a copywriter who understands your industry? Click the image!

copywriter for chaffeur businesses

Get words working harder for your UK helicopter business

You're in the helicopter business and need copywriting? Read more

Travel Copywriter

My take on Öckerö, Sweden. Wanderlust, I'm coming...

Bikes are a great way to get around on Ockero

How Good is your Website Content?

You missed my October 2014 Business Kitchen mini workshop in Cheltenham? Read the handout notes...

Handout for How Good is your Website Content?


Visit Copywriters Gloucestershire: Writing Now