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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.
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?
Producing a good case study is
so much more than saying ‘we did this’ and ‘we did that’.
In these 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.
Writing Machine's approach to case studies
That is why the Writing Machine outline
for creating a case study is one that starts with
the reader, rather than your client.
As soon as you engage your readers, you have
already begun 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 the professionalism of your company,
more than a poorly presented or badly written case study.
At Writing Machine
we have over 20 years' experience in
writing and designing case studies. Clients such as FIS,
InterSystems
and Arqiva have put their faith in our case study methodology.
We can also take the pain out of case study programmes
- managing the complete process from client selection,
arranging interviews, writing and handling approvals.
Contact us to
see how we can create case studies for your company.
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