Case studies: Tell your success story
The road to success is paved with accomplishments, and case studies serve as an excellent tool to illustrate how your product or service contributes to the success of your customers. This LinkedIn Learning course, centered around case studies, will guide you through the process of crafting one for the imaginary Landon Hotel, aiming to enhance its business meeting hosting services. The focus will be on a recent convention held at the hotel, highlighting its strong rapport with the event manager responsible for the convention.
Therefore, we will approach the event manager for an interview to gather insights for our study. The final deliverable will be a concise two-page printed document, adopting a traditional and straightforward narrative structure with three key components: problem, solution, and results.
A case study essentially unfolds as a personal story, specifically the customer’s personal story. Our initial step involves collaborating with the customer to prepare for the interview. By integrating their quotes with narrative text, we craft a compelling story that showcases how our assistance led to their success.
Utilizing visuals such as photos, pull quotes, and charts enhances the overall message. After obtaining final approvals, we’ll have a case study that stakeholders can proudly endorse. The effectiveness of case studies lies in their ability to connect on a personal level, surpassing the impact of mere numbers and sales techniques. They tap into our innate affinity for stories.
Reading a case study is akin to navigating the hero’s journey — traversing doubt or deals, experiencing discovery, transformation, and ultimately achieving victory. I’m Tom Geller, and I’ve authored and edited case studies for numerous technology companies over the years. This format not only serves as a powerful sales tool but also acts as a reminder of past successes, instilling confidence and boosting morale within the company.
Exploring the Case studies
What is a case study?
Indeed, when it comes to singing one’s praises, a company or individual promoting themselves always has something to gain, making it crucial to seek an independent voice for a more objective endorsement. Case studies are a powerful tool in this endeavor, providing a platform to narrate success stories with the marketed product or service as the shining star.
A key advantage of case studies for marketing lies in the external perspective they bring. An unbiased third party can share stories about what makes a person or product exceptional. The primary focus of this course is to guide you in helping your customers articulate their success stories, positioning your offering prominently.
Typically, case studies are relatively short, ranging from 300 to 1200 words, designed to be eye-catching with clear headlines and visuals. The objective is to convey the message even to those who merely glance at them, while those who delve into the content should find a well-crafted narrative unfolding from problem to solution.
The storytelling in case studies predominantly relies on customer quotes, carefully avoiding excessive sales talk. It’s a strategy where someone else proclaims your greatness rather than self-promotion. It’s worth noting that the term “case study” can take on different meanings in social sciences or law studies, unrelated to marketing.
To embark on creating a compelling case study, you’ll start by identifying your target audience and determining your objectives. This crucial step shapes everything, from selecting interview subjects to tailoring language and deciding on the distribution method. Choosing past or current customers whose stories resonate with the intended audience becomes the next step, ensuring their willingness to be interviewed and publicly share their experiences.
Gathering essential materials like pictures, charts, or any other relevant content, including a photo of the subject, is essential. With all elements in place, the actual writing process commences. Stakeholders review the draft for corrections and approval, and once finalized, the case study is laid out, published, and the benefits reaped.
It’s important to note that the writing process is a small part of the overall journey. Success in case studies relies heavily on delivering excellent service to satisfy customers, making the case study a testament to successful collaborations. When executed effectively, a case study not only communicates benefits to potential customers but also strengthens and perpetuates positive relationships with the subjects involved.
How case studies are used
Broadly speaking, every piece of fiction serves as a case study, delving into various facets of human experience. Take Superman, for instance, a case study illustrating how an extraordinary individual navigates life in an ordinary world. This narrative has successfully translated across comic books, TV, and theaters.
Similarly, a case study can convey its messages through diverse formats and venues. Traditionally, case studies are condensed onto a single sheet of color-printed paper, making them easily distributable at trade shows or inclusion in packages. They become integral components of a business’s marketing collateral, alongside press releases, price sheets, and technical specifications.
