“We’re going to do a long form and short form version this time,” my client wrote in his email.
My brows furrowed at what I’d just read.
He was talking about the new case study that he wanted me to write. “The short form we’ll use for social media and blog posts.”
I found myself nodding in agreement. A well-written case study is a versatile marketing tool.
A typical case study is basically a lengthy customer review, around 500 - 800 words. A case study highlights the journey taken by a satisfied customer in a quest to solve a problem, a problem that your product or service ultimately solved. Because a case study tells the story of the customer’s experience, before and after she chose your product, there’s no hard selling or marketing lingo.
Be sure to include some direct quotes from the client that emphasize her satisfaction with your company's product or performance. Did she comment that your customer service was outstanding whenever she called with a question, or that implementation went flawlessly? In addition, any numbers that can support claims of improvement or measurable results add validity to the study.
Case studies are a perfect resource to share on your website for reference, or to hand out at trade shows or conferences. They can even be transformed into press releases. And editing the study to a shorter version of its former self, as my client wanted me to do, provides even more ways to promote your product in other channels.
I read an excellent “mini” version just recently in the Dell Small Business Catalog. With just a few quotes from the CEO of the small, featured startup, the diminutive “Customer Story,” a mere 189 words, succinctly explained the benefits of using a Dell Small Business Technology Advisor.
Whether traditional long form or an abbreviated variation, take advantage of your customers’ satisfaction and let them promote your product through a case study.
Suzanne Quigley - Copywriter