A 34-Point Checklist for Creating a Case Study that Converts

Does the next situation sound acquainted?

You go the additional mile on your buyer, recruit her to sing your praises, write a hanging case examine and ship it off to your e mail record to do its magic. Then you perform a little dance… and also you wait. And wait…

Crickets.

Case research of buyer success allow you to contact ache factors and counter objections in story type, in a approach that doesn’t really feel too salesy. By studying how their peer overcame challenges and reached the place they’d like to achieve themselves, prospects develop an emotional connection together with your glad buyer and, via them, together with your firm.

Plus, as soon as your case examine is prepared, you should utilize this one story throughout the funnel for max influence — from advertising and marketing copy to webinars to touchdown pages.

In line with Content material Advertising Institute and MarketingProfs’ 2015 Benchmarks, Budgets, and Trends report, 77% of B2B and 35% of B2C entrepreneurs use case research. And virtually 60% of the B2B entrepreneurs who participated within the examine mentioned case research have been efficient for them.

However not each case examine converts, and even makes it from concept to publication. That’s why we created this guidelines for you. Observe it to keep away from potential roadblocks and create a case examine that really helps you progress the needle.

Set a objective on your case examine and select the appropriate buyer to function

1. Resolve which product, service or function is most vital so that you can promote

It may be your hardest product to promote, one which goes towards {industry} conventions or a brand new function that would take your organization in a brand new path.

Go down your record of merchandise and options and pinpoint those that differentiate you from the competitors. What do you provide that your opponents simply can’t?

Finally, you’ll be capable of observe in New Relic’s steps and current a case examine library for every of your key options or choices. If you do this, potential prospects will discover it simple to study in regards to the resolution that matches them greatest.

New Relic’s case examine recreation is powerful.

2. Transcend options and take into consideration advantages, too

When planning on your case examine, additionally take into account the advantages you wish to promote — how will your product or function have an effect on prospects on a deeper stage?

Take Ringadoc for instance, who wished to develop case research to indicate how its app helps clinics simply triage after-hour calls. They wished to speak in regards to the financial advantages they bring about their prospects like Dentologie, a dental clinic in downtown Chicago:

Ringadoc highlights their shopper’s financial advantages, however not on the expense of customer support.

The headline of this case examine speaks to the financial advantages that Ringadoc brings its purchasers. However the firm additionally wished to verify clinics know they’ll get excellent customer support and that their older sufferers will be capable of deal with chatting with a recording — in order that they have been positive to focus on these deeper, extra emotional advantages within the case examine. Try this excerpt, for instance:

“No word will get misplaced and no affected person finds her or himself explaining the issue 5 occasions, saving time and discomfort for everybody concerned.”

3. Select an viewers sector to prioritize

That is your alternative to defy stereotypes by proving that elders can use your app too, or present how one can drive outcomes for each solopreneurs and enterprises.

Job search service Merely Employed understands that small companies trying to rent staff don’t function the identical because the world’s premier staffing companies. By growing sector-specific case research, Merely Employed is ready to ship completely different prospects down completely different funnels centered on their particular wants:

Challenge administration software Clarizen gives one other approach to decide on viewers sectors on your case research. Understanding that undertaking managers and IT groups are on the lookout for several types of buyer tales, Clarizen allows you to filter the case examine record by your place.

4. Be strategic in your efforts to draw extra native or worldwide prospects

If you wish to get native press or persuade prospects from world wide that you could possibly be an excellent match, take location into consideration.

Freelance writing mentors Carol Tice and Linda Formichelli provide a course known as Pitch Clinic to assist writers enhance their pitches. The course will get largely American college students, however Carol and Linda wished to indicate worldwide subscribers that their methods work for writers world wide.

In a case examine e-book they developed, they function this success story of a author from India:

The additional advantage right here? Carol and Linda’s prospects within the US have further proof that their methods work — no matter bodily location.

5. Select a buyer {industry} you wish to develop in

A quite common query prospects ask is, “Does this resolution work for my {industry}?” In the event you assist a number of industries, making a case examine for every of them might assist reply this query.

Try how finance administration software program Intacct makes it simple for its prospects to listen to from their industry-specific friends:

6. Begin with essentially the most difficult sector, or essentially the most common

In the event you’re caught and not sure the place to begin, go along with essentially the most difficult {industry} or sector to promote to, or function prospects that noticed the best outcomes and may impress the most important a part of your audience.

Get buyer collaboration

7. Discover the low-hanging fruit

Getting buyer collaboration is likely to be essentially the most difficult a part of this course of, so do your greatest to search out the low-hanging fruit. If prospects have already expressed gratitude, they’ll be simpler to recruit.

The place do you discover this gratitude? Examine your inbox for thanks emails, search for Twitter shoutouts, search overview websites and boards for reward and take note of who sends you essentially the most referrals.

Buyer knowledge administration software program InsideView doesn’t solely observe this tip — it options the shoutouts on its web site:

8. Resolve whether or not that includes massive names or on a regular basis friends will serve your viewers higher

When you’ve got a glad celeb buyer, you might wish to function her for the rapid social proof, however weigh the professionals and cons. May potential prospects fear that it labored for the celeb due to her distinctive standing?

For instance, in the event you’re an inside designer, prospects may fear that they gained’t be capable of obtain the identical spectacular outcomes with out the identical funds. It is likely to be greatest to function a peer with a funds much like that of your audience.

Nevertheless, if the celeb gained the race utilizing your model’s bicycle or vitamin plan, it might be the inspiration your viewers must get extra formidable… and take a look at your merchandise whereas they’re at it.

9. Make clear who must approve participation and the way lengthy it’ll take

This can be a massive deal. Your contact won’t be the one with the authority to approve the completed case examine, and also you wish to know that earlier than you begin investing time, cash and power.

In the event you’re a B2C firm, one member of the family may have to persuade the remainder, who might really feel uncomfortable with public publicity.

In the event you’re in B2B, high administration and authorized departments might have issues you’ll want to deal with. They may additionally produce other priorities, placing your case examine contract on the backside of their to-do record and getting you caught for months.

In the event you’re relying on the case examine for a advertising and marketing marketing campaign, take into account how lengthy you’re prepared to attend.

Make clear a timetable. In the event you count on delays, take into account transferring ahead with another choice. Generally it’s higher to go along with a non-brand identify and get your case examine printed than maintain your advertising and marketing plans for months ready for the massive names to get again to you.

10. How a lot incentive are you prepared to present?

Sure, some will take part in your case research out of sheer gratitude, however do not forget that you’re asking quite a bit.

You’re asking them to open up a few private or enterprise course of in entrance of all the world, and to high it off, they should find time for you. Perhaps they even have to recruit others for the case examine to really occur.

There’s nothing mistaken with a little bit incentive to make it a win-win state of affairs.

Keep in mind Pitch Clinic for freelance writers? I received this e mail from Linda Formichelli this fall. She and Carol Tice have been providing a full refund to college students who signed up for his or her course, did all their homework and… allowed Linda and Carol to function them in a case examine e-book.

Sure, they requested for case examine participation earlier than you even purchased their product.

11. Determine prospects who share your audience?

One other low hanging fruit is a buyer who shares your audience, akin to a veterinarian with a pet food producer as a buyer. Getting buy-in and participation might be simpler as a result of the case examine can promote you each… and that is likely to be the one incentive your buyer wants.

Video software program firm Animoto did simply that by that includes a advertising and marketing company on its success tales web page.

12. Get written permission to make use of the client’s story in your advertising and marketing efforts

A “sure” in a post-conference celebration or an excited cellphone name will solely get you up to now. True, getting it in writing may lengthen the method, however you’ll be lined in case your contact leaves the corporate or the CEO adjustments insurance policies.

In any other case, you may end up investing money and time in a case examine that can by no means see the sunshine of day.

Put together for a profitable case examine interview

13. Analysis your individual firm

Main a profitable interview requires high quality preparation.

In the event you conduct the interview your self, take a while to familiarize your self with departments your buyer has interacted with, or departments you wish to function in your case examine. These might be your customer support division, your software program builders or another related a part of the corporate you don’t often interact with professionally.

Understanding your buyer’s contact factors together with your firm will make it easier to ask the appropriate sort of questions.

14. Analysis your buyer’s firm and {industry}

Researching your prospects helps you perceive their perspective and challenges so you may higher brainstorm questions that’ll get you the information and quotes you want.

Take into account this case examine by enterprise knowledge administration software program firm Acxiom about its buyer Hearst Magazines. It demonstrates that Acxiom has an intimate understanding of Hearst’s targets and challenges because the journal panorama adjustments:

By exhibiting you actually get the featured buyer, you consequently present the case examine’s audience that you just get their wants too.

15. Analysis the client’s journey together with your firm

Studying in regards to the glad buyer’s background isn’t sufficient. Earlier than conducting the interview, acquire details about the journey the client has gone via together with your firm.

Was there hesitation at first? What issues, challenges and setbacks have been skilled alongside the best way? What finally led to your buyer assembly or exceeding their objective?

It’s vital to get this info from the client’s perspective as properly, however listening to each side of the story will help you lead the interview within the path that helps you meet your individual targets.

16. Analysis the language the case examine’s audience makes use of

Each viewers has completely different challenges and makes use of completely different terminology. Are you able to think about utilizing ROI, CRO and CRM in the identical paragraph… in a case examine focused at folks contemplating beginning their first enterprise?

Try this case examine part intro from Freelance Mom:

The corporate targets mompreneurs who’ve undoubtedly mentioned at the very least as soon as that they want an additional day every week. Freelance Mother is a B2B enterprise, but it surely targets ladies elevating children and working a enterprise. You may guess they really feel alone typically, and right here comes Lisa Stein, the Freelance Mother, to inform them they’re not alone, in phrases they relate to.

17. Evaluate your targets for the case examine and alter them accordingly

Sadly, we don’t all the time get what we wish in life. As a lot as I wish to, I can’t undertake a penguin, for instance. However life isn’t about what you may’t have — it’s about taking advantage of what you do have.

Didn’t get the client you wished to function? Profit from the client you probably did. Be grateful. And alter your targets earlier than brainstorming interview questions.

You won’t be capable of attain the audience you wished, however you’ll attain one other sector which may shock you.

18. Resolve on a case examine format

Most firms go along with written case research, however you probably have the required assets and also you handle to persuade a buyer to go on digicam, a video case examine can introduce a component of enjoyable to typically dry subject material.

In any other case, take into account bringing your buyer in your podcast or webinar — you might even wish to particularly hunt down prospects who’ve expertise showing on video or podcasts.

When deciding on a format, account for what works greatest for:

• You and your group: Which assets can be found?
• Your buyer: Which format are they most comfy with?
• Your audience for the case examine: Which format will resonate most with them?

19. Schedule an interview

Discover out when your buyer is out there to speak. Be sure your interviewer understands the significance of accommodating your buyer’s wants, particularly throughout time zones.

You don’t have to speak to somebody at 4 a.m. if that doesn’t give you the results you want (although I’ve completely finished that), however make an effort to place your buyer’s wants first.

20. Embrace visuals in your case examine

Pictures add an awesome visible influence, as you may see in web site builder Wix’s buyer tales part:

However don’t assume you should utilize these visuals.

Some folks gained’t really feel comfy with you utilizing their picture, even when mentioned picture is obtainable publicly on social media. Others may discover it to be uncomfortable sufficient to share their story, and gained’t need the added vulnerability of their picture in your advertising and marketing supplies. Additional, some firms may require administration or authorized approval.

So get permission first, and get it in writing.

Conduct a profitable case examine interview

21. Begin with the fundamentals

Verify fundamental info and proper spelling, and let the client provide you with a little bit background of their personal phrases. That is info you’re speculated to have by now, however you wish to confirm that it’s correct. It’s additionally your method to acquire some perception into the client’s thoughts, values and the language they use. Concentrate, as a result of it might make it easier to all through the interview.

Quoted or not, you’ll want to include some fundamental info in your case examine to present readers some context.

22. Ask the client what the state of affairs was like earlier than utilizing your product

Your buyer most likely handled many challenges your potential prospects are encountering proper now.

Exhibiting your viewers you get the place they’re now helps them belief you to cause them to the place they wish to go. On the very least, you’ll give them a purpose to maintain studying the case examine — they’ll wish to learn how another person received from the place they’re now to conducting their targets.

23. Ask the client why they determined to vary the state of affairs

This can be a nice method to set the stage for the answer your organization gives.

And once more, folks studying your case examine are most likely fighting the identical challenges. Exhibiting them somebody identical to them put a cease to the identical battle provides them braveness to do the identical.

24. Don’t be afraid to speak in regards to the issues the client had about working with you

Did your buyer have issues about working together with your firm, onboarding challenges or rising pains all through the method?

Don’t be afraid to ask about these roadblocks and embrace them in your case examine — that is your likelihood to contact on buyer ache factors and assist prospects overcome objections in a non-salesy approach.

Marie Forleo does this superbly along with her course, B-Faculty. Try the appropriate sidebar within the picture under. She has a solution for each objection you could possibly presumably have about becoming a member of B-Faculty, and it’s particularly efficient as a result of it comes from prospects who had the identical objections, overcame them and achieved nice outcomes with B-Faculty.

25. Showcase the client’s journey together with your firm

One other profit to speaking about product challenges that prospects concern they’ll face? You get to indicate the method your organization led to assist actual prospects overcome these challenges.

This case examine I wrote for Set Her Free, for instance, doesn’t declare that life is now good for Florence, a younger girl Set Her Free rescued from the intercourse {industry} in Uganda. But it surely does present the method Florence went via and the way Set Her Free helped her attain a degree the place hope is a actuality.

26. Ask your buyer how life or enterprise is completely different now

That is the perfect half: Get your buyer to color an image of how life or enterprise is completely different now. Attempt to get as correct knowledge as you may, however, relying in your targets, don’t overlook to concentrate on emotions too.

BONUS TIP: Don’t be afraid to ask observe up questions, since you by no means know what you’re going to study.

Write a customer-centric, goal-oriented case examine

27. Select your case examine construction

Resolve whether or not you utilize the nice ol’ construction of “problem, resolution, outcomes” (to make it simple for readers to navigate), or benefit-driven headlines that inform a narrative and evoke curiosity.

Athlete endorsement matchmaking service Opendorse, for instance, used the basic construction in its Woman Scouts of Nebraska case examine.

Unbounce, then again, mixed each strategies when it got here time to share how the corporate helped Chair 10 Advertising save $400 per shopper. Unbounce featured a basic construction in a sidebar, and benefit-driven headlines within the physique of the case examine.

28. Make your buyer the hero of the case examine

Clearly, your resolution helped your featured buyer, in any other case you wouldn’t have an awesome case examine to market. However watch out to not make your buyer look dangerous due to poor previous decisions.

Quite the opposite, make your buyer the basic Hollywood hero, weathering many storms till lastly discovering the appropriate software or service to achieve their targets. That’s the form of story your prospects can relate to, and the sort that can persuade extra prospects to take part in case research down the road.

29. Give your buyer an opportunity to ask for edits

Lastly, earlier than hitting publish, let your buyer learn the case examine and ask for edits.

Not solely is it truthful, but it surely’ll make it easier to keep away from doable friction later (after you’ve already promoted the case examine) with considered one of your most respected prospects.

Get essentially the most mileage out of your case examine by advertising and marketing it each externally and internally

30. Get the required approvals earlier than spreading the information

If there’s anybody who nonetheless have to greenlight the publication inside your organization or on the client’s finish, get that approval earlier than you share the case examine with the world.

31. Let your viewers find out about your case examine in each doable approach

Incorporate your case examine in your website copy, weblog, e mail publication and social media, plus create a chosen web page or part only for case research.

Need some inspiration?

HubSpot created a chosen case examine part, with a fast overview of outcomes and clickable containers, which lead you to the complete case research:

Unbounce added a case examine video to its residence web page. You see a results-focused quote subsequent to the client’s picture, then have the choice to click on a button and watch the case examine video… proper on the house web page:

Danny Iny of Mirasee (beforehand Firepole Advertising) integrated a case examine within the touchdown web page for considered one of his programs, Write Like Freddy:

Bryan Harris is thought for his formulation, that are primarily based on case research of profitable prospects. Right here’s one of many case research he printed as a submit on his weblog, Videofruit:

32. Let different folks’s audiences find out about your case examine, too

Pitch to get interviewed, write visitor posts and have associated press releases printed.

Earlier than Michael Aagaard joined the Unbounce group, he wrote guest posts for the weblog and featured case research of his personal firm, ContentVerve:

33. Market the case examine to your individual group

Simply as importantly, market the case examine inside your organization to let group members know their work makes a distinction, and recruit them that will help you take the corporate to the subsequent stage.

To do this, e mail all people when the case examine is prepared, share it in group conferences and trainings and grasp it across the workplace.

Diane Autey, gross sales assist content material supervisor at RedBrick Well being, did simply that — she hung case research on workplace partitions and put them in a binder, which she positioned within the lunchroom, so all staff can have entry to them.

34. Doc the publicity’s influence in your buyer

When advertising and marketing your case examine, maintain tabs on how this publicity helps your buyer develop, too.

This works particularly in the event you share a audience, like within the instance of video software program Animoto that includes a advertising and marketing company on its success tales web page.

However even in the event you don’t, take into account making an effort to get in entrance of audiences that would assist your buyer shine. In the event you’re a video software program firm with a bakery buyer, don’t simply search publicity on advertising and marketing websites. Search for web sites and magazines that serve the bakery {industry}, or attempt to get your case examine featured on the native information, the place this bakery’s prospects are the audience.

It’ll make it simpler to persuade the subsequent glad buyer to take part.

Which case examine step will you’re taking subsequent?

Creating case research could appear advanced at first look, however following this guidelines will simplify your journey to conversions you may dance to.

Want somebody to cheer you on? Share the next step with us within the feedback and we’ll do exactly that.