Case Studies as a Proof Element of Value
Case studies are some of my favorite things to write because at their core they showcase how we help each other. I know this is an oversimplification, and there is a business element to it that makes the process much more complicated, but I don’t want to let that ruin my thought here.
A part of my background is in the humanities which tends to be quite cynical when it comes to business and capitalism, but I have always tried to look on the bright side when I can. There are those in the business community who also work toward the “win-win” approach to business, where everyone who has a stake in your business somehow benefits in ways that are fair and enriching.
The case study is one of those proof elements that your business or organization is achieving the win-win. If you can give a writer access to one of your customers who is happy to talk about how much you helped them, that is a win not just for your business, but for big things like making our humanity just a little bit better. It’s one of those instances where you get credit for being a good businessperson, and you get credit for being a good community member.
Case studies typically highlight 3 basic components of storytelling which are:
- The challenge
- The journey to the solution and its implementation
- The successful outcome.
There is of course much more to it than that on the writer’s side, but the basic story of problem-solution-success is something that highlights a lot of things that went well.
The Authentic Voice of the Case Study
Case study writers tend to strive for authenticity. We want to reconstruct the real situation and the real solution, perhaps even with some of its imperfections. Your prospects are marketed to on an almost a minute by minute basis, and in the dizzying world of marketing claims it is difficult for people to tell what is authentic and what is actually helpful. When they hear from a voice other than the company that is trying to sell them something, it can be refreshing and just what they need to go from sitting on the fence to giving you their business.
The Case Study as a Chance for Introspection
In the day to day operations of your business, it is all too easy to get caught up in making sure that your business is doing everything it needs to do to succeed. The case study is an opportunity for you to break out of that routine, and hear from your customer in a fairly detailed way how your product or service has helped them. It is an opportunity to look for competitive advantages you may have overlooked, and focus on the measurable advantages one of your products provides. As you listen to how the customer describes the implementation of the solution you provided, it might not have been completely smooth. This gives you the opportunity to be innovative with solutions for these additional pain points that you might not have considered in a while. In short, the process of doing a case study can make your business better.
Case Studies and Thought Leadership
Customers want to do business with thought leaders, but how do they find the thought leaders for the product or service they’re looking for? They want proof of leadership, and one of the best ways to establish this is to have numerous case studies available that highlight different benefits of your products or services to different segments of your market. The case studies become primary research components that can then be used to develop further materials that can cement your place in your industry as a thought leader.
If you would like to start the process of creating case studies for your business or organization, I have a number of packages available. I’d love to discuss how I could help your business a single case study, or a series of case studies, or even a thought leadership piece.
