Case studies have been around for a long time.  They are the leave behind that sales representatives give to prospects that gives someone detailed information on how your product and/or service helped them with a business challenge or problem.   We also use case studies in our digital marketing to showcase solution positioning of products and/or services.  It just helps prospects to get the “bigger” picture and to be able to associate with another business that was having similar challenges and issues.

A case study says “We have what you need, let me show you.”  It’s that concrete example that a prospect can study, review and pass on to decision makers.   If it’s done right.  Yes, I said if.

Just as we have all read really great case studies, we have also been on the painful side of being handed a case study that was dull, boring, long and totally uninteresting.   You might have some of those case studies laying around in your own marketing department.  If so, might I suggest tossing them and start creating case studies that do what they are supposed to do – gain prospect confidence and seal the deal.

There are a few things to keep in mind when creating your case studies – I call these the fundamentals.  By taking into account the following, you will be able to create case studies that are effective and sell for you.

• Length Considerations
  The major issue that I see with most case studies is that they are too long.  Your case study should be between one to four pages.  Recommended length is between two to four pages and that would include supporting graphics.   Don’t fill your case study with fluff just to make it longer, you want it to be interesting, engaging and compel your reader in a way that is unbiased and non-persuasive.   
   

• Content Guide
  Your content should be approach using the following content sections:
  • Address the Challenge
    Include a brief description of the candidate that the case study is about.  Share the challenge that they were experiencing that led them to your solution.  Be specific and as descriptive as possible. This helps your prospect associate with your candidate.
  • Introduce the Solution
    What options did you provide to the candidate as solutions?   Why did they pick your company? Were they considering other options? If so, what made them choose you over them?  Finally, what solution did they select?
  • Share the Approach
    In this section you will want to discuss implementation. Were there any challenges with the implementation? Did you provide them with any customizations? If so, go into detail.  This is the appropriate section to discuss timing of implementation, training that was offered, and any type of custom integrations.   By providing details and specifics you will gain credibility and trust with your prospect.
  • Show the Outcome and Results
    Showcase the outcome and results using specific measurements and metrics.  Detail out improvements and gains that the candidate experienced. 
    
    I would also suggest that you categories your case study by either industry or company size.  This makes it easier to determine which case study would be most effective for specific prospects.
    
    You can format your content in a few different ways, either using short easy to read paragraphs that include bullet lists that are scannable or write an engaging story that is in long format.
    
    If you follow the content guide above you can have confidence that you will be providing information that prospects will be looking for.  Your case study will help in building confidence and credibility that will create trust for them to make a decision.  This is true whether you are offering a product or a service.

Layout
Obviously most case studies are done in print, but using the content guide above you would also create video case studies that can be used on your website or shared via a jump drive. 

If you decide to use the traditional printed case study you will want the layout to be easy to read.  Consider including a sidebar that shows highlights that are throughout the case study. 

In order to make your case study easy to use consider using the following:

• Headers
• Images
• Bulleted Lists
• Bolded and Italicized Text

The images can be graphics of your product if you have them or the candidate using your service. Let’s face it, no one likes to read a big chunk of text.  Good content formatting will either make or break the effectiveness of your case study – so structure wisely.