Compelling case studies can be a very useful sales tool. They demonstrated your most valuable benefits, using solid language that connects to the core concerns of your ideal prospects.
Buyers love a case study. In fact, 78 percent of B2B buyers read them while researching upcoming purchases.
Then, why do so many companies fail to create compelling case studies?
By the way, making a solid case study is difficult. There is a reason that experienced copywriters charge thousands of dollars for a single case study.
There are some common frustrations involved in making a case study. For example, asking something from a valued customer, like a request to interview them, can be uncomfortable. Also, it can be difficult to find the right copywriter who understands your industry and product. This requires a unique skill for a copywriter who interviews customers and combines relationships they are not familiar with.
Like all great marketing materials, an effective case study is a story. This is a story of how your solution helped your customer. The best case studies include many of the same beats that you find in your favorite fiction book – Nayak (the client in the case study) walks through many obstacles before finishing them and reaching the end goal.
In this article, we will take a look at some of the best case studies of different types of different industries that make them so effective. Once you read this article, you will not be able to create highly effective case studies for your own business.
What is an effective case study?
Before we dive into examples of great case studies, it is important that we define what makes a case study great. By and large, great case studies have the same core elements as effective marketing – persuasive copy writing, great design, a related problem, and an effective solution.
In our examples, we are looking at case studies that have some of the following characteristics:
A great title and story. Effective copying always begins with a compelling title. Just because a case study copy is generally dryer type, it doesn’t mean that you shouldn’t try to grab the reader’s attention with a great title. Great case studies tell compelling stories that connect to solutions to problems and outcomes.
A recognizable brand. A case study about a brand that recognizes your customers is powerful. It establishes trust and authority. A case study about customers with influential brand names will always be more effective, even if you have produced more influential results for other customers.
A relative problem. You want your prospect to read your case study and relate it to your client’s problem. The focus should be on creating a case study for your ideal clients. Naturally, the issues mentioned in the case study should relate to the problems that run into your current client.
An effective solution. Once a problem has been identified, how did your company help your customer solve the problem? Case studies provide lots of ambiguous answers. When you don’t want to write thousands of words outlining each piece of your solution, some specificity is important to help prospects understand how you can help them.
Impressive results. Were the results notable? Case studies are intended to show impressive results and reduce your prospect’s interest. But you also want to have reasonable expectations for a new customer. An in-depth case study should shed light on why the outcome you delivered was possible in that situation.
Now that we outline the properties we are looking for in an effective case study, let’s look at some examples.
Example # 1: SimpleReach Intel Drives 500,000 Visitors Through Content Marketing
The first case study we are looking at is a case study of SimpleReach which covers their engagement with Intel.
Let’s start by taking a look at the headline.
It sees a possibility first and foremost. A great case study title will ignite your prospect’s interest by which they want to learn more.
Your case study title should contain some core elements:
Customer company name. This is where we discussed brand recognition earlier. A recognizable brand name catches attention.
The challenge that was resolved.