Case Study Products

What is a case study written by a copywriter?

A case study serves as a uniquely individual proof element of the benefits customers experience from your products or services.

The prospect reads something besides sales copy that highlights how a customer was able to solve a particular problem with a solution you provided to them.

Between 800 and 1200 words, and looks at key elements of the customer’s journey to overcome an important challenge.

When someone sees their own success in someone else’s success, it helps to clarify the realistic benefits of your product or service.

Case studies can become a crucial part of the customer’s buying process because they do just that. The case study is a way to look at the product from a different viewing angle, and often the power of the story can help the customer overcome any reservations about the product or service they are considering.

The process of creating a case study involves some investigation into the success of your business, and the results can be used not only for marketing purposes, but also as a way to understand your business better.

A series of case studies that reveal certain patterns of success within your business can be used to establish your organization as a thought leader within the industry.

Lets your prospect see their success in someone else

Help a prospect make up their mind that they want to choose you

Help strengthen your understanding of your business

A series of case studies can lead to positioning your company as a thought leader in your industry

Individual case study focusing on one product or service, and one customer’s success story.

Package of 4 case studies (for the price of 3!) which highlight different benefits of the same product, or different products altogether.

Case study thought leadership package including 6-8 case studies, and an article written with the insights of the case studies that connects the trends of success found in the cases.

Case studies can be such a vibrant way to tell people about how your organization is helping people. One of the things I enjoyed in business school and as a business professor was the case study approach to learning about ways to solve problems.

After you read enough cases on a particular subject, patterns start to emerge that are instructional for an entire industry. When you combine the insights from the cases with other industry knowledge you have a powerful thought piece that establishes you as an expert.

So case studies are not only a great way to help sell your services, they are a wonderful research tool for your organization, and they can also demonstrate to others that you are an expert in the industry.

For these purposes I have various packages of case study projects:

Individual Case Study

$900-$1200

I will write one 800-1200 word case study that showcases the story of how one of your existing customers used your product or service to overcome a challenge they faced in their business or life. If this will appear on a website where it can be found in search results, I will optimize the case study with SEO best practices. I will write the h-tags and the meta description, and optimize the body for relevant keywords.

Series of Strategic Case Studies

$2700-$3600

I will write three search engine optimized case studies for you plus a bonus case study, all of which will be anchored to a broader marketing strategy. Any product or service you sell will likely have different types of customers who buy it. So a customer who might not respond to one case study might respond to another. You also likely have several different products and services to call attention to, and a case study showcasing each of them will provide more proof elements that your products bring results for your customers.

Thought Leadership Case Study Package

$6000-$9000

I will write 6-8 case studies and a 1500-2000 word thought leadership article that uses the findings of the case studies to position you and your organization as a thought leader in your industry. This is a research project that uses information and insights gathered from the case studies, along with other relevant information, to create an article that communicates a unique contribution into understanding particular issues that your customers face.

The Case Study Writing Process

Concern #1 – Accessing the subject of the case study

For each case study, there will be one person or multiple people I would like to visit with, and there are generally 3 basic options for me to access them:

• I conduct a live phone-interview with the customer
• Someone from your company conducts a live interview with the customer using questions I provide.
• I will e-mail a set of questions to the customer, and correspond with them directly throughout the writing process.

The preferred method is a 30 minute recorded phone interview that I conduct. This will let me ask questions that will help me write the elements of the piece more effectively. I do understand that there may be concerns with interviewing the customer, and there are ways of managing those concerns.

But remember, a big part of the appeal of a case study is to let the customer speak in their own words. This will create a far more compelling proof element, and if I have the ability to visit with the customer, I can more easily find what I’m looking for to make the piece as compelling as possible.

There may be concerns with having a writer conduct a live interview with a client, and so the next best thing will be to have someone from the company conduct the interview with questions I provide. The limitation of this method is that the customer may not be able to speak freely, or the person from the company may overcontribute to the answers that are given. But there may also be benefits to having someone the customer is familiar with speak with them about their experience.

A final way to get the information I need is to conduct the interview via e-mail. The problem with this method is that e-mail correspondence can be slow and can feel like a “homework” assignment.

Concern #2 – Getting all the relevant permissions

• Creating a case study can be a delicate process because the content of what is communicated may be sensitive. There may be some information pertinent to the case that should not be communicated, and some information about the case may be sensitive.

• To address this concern, we need to make sure all decision making entities in the organization know about the project and have given guidelines that I can follow when conducting research and writing the final version of the case study.

So at some point in our communication I will likely ask if there will be any other decision makers in creating and releasing the case study project to be used in whatever manner it will be used.

My main goal is to make sure that I help your organization within the rules and guidelines you think necessary and appropriate.