Want to show off your work, impress prospective clients, and blow your competition out of the water?
Keep reading to learn my fail-proof, 9-step formula for writing the perfect case studyā¦Ā
Hey, Posse! Whatās up? Itās Alex.
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- To crafting emails that generate mad clicks and serious salesā¦Ā
- To mastering the key components of an effective sales funnelā¦
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Now, it goes without saying that learning how to write powerful and compelling case studies is an invaluable skill for all copywriters.
Case studies can take the form of emails you send to your list, articles on your blog or even stories on a sales page or website.
Not only does it help you land better, higher-paying clients by showcasing case studies and the amazing results youāve gotten for YOUR clientsā¦
But it also helps you land more clients who are looking to hire a copywriter to create strong case studies from THEM and THEIR business!Ā
Before we dive into the 9-part formula, let’s quickly touch on WHAT a case study actually is and how it differs from a client testimonialā¦
What is a Case Study?
A case study is a compelling story-based article that showcases how you solved a specific problem for your customer. A well-written case study will be engaging. It will take your reader on a journey ā with a beginning, middle, and end.Ā
Whereas aĀ testimonial is a simple word-for-word review of your product or service that comes from a satisfied customer.Ā
Now testimonials are great ā and even necessary ā to showcase authority and social proof in your business, but theyāre not as powerful, or as effective, in closing sales as case studies.
And thatās because when done correctly ā case studies are more about the clientās journey and transformation rather than just you saying, āHey look how awesome MY product is and how great MY service isā¦ā
When the story is about someone else ā and what they actually went throughāitās more relatable. Itās more authentic. And itās more effective.
So with all that said, letās get into my 9-step formula for crafting the perfect case studyā¦
#1 – Interview the ClientĀ
Yes, I said INTERVIEW.Ā
- ā Not ā Send them a survey.Ā
- ā Not ā Ask them to leave a ādetailed reviewā.Ā
- ā Not ā āPlease write about your experienceā.
If you want to get the type of juicy takeaways and information that will turn into a great case studyā¦
Then you really do need to interview them. Why?
Because this allows you to dig a little deeper by asking:
- āTell me more about thatā¦āĀ
- āHow did you feel when that happened?ā
- āWhere were you before you decided to start working with meā
For example, I just found out that one of my Reign Makers used to be a garbage man! He never mentioned that in a testimonial before, because, well, it didnāt seem relevant.
But just imagine the amazing story I can tell about how he went from hauling trash to hauling in thousands of dollars a month writing for 8-figure entrepreneurs while spending time with his family and traveling the world?
Yeahā¦
One thing you NEED to make sure you avoid doing during your interview is asking yes/no questions!Ā You want to focus on open-ended questions that allow your client to really share their story.Ā
You want to dig into what they were feeling/experiencing BEFORE your product or service and what they felt/experienced DURING the processā¦
And finally, what they felt/experienced AFTER your product or service, including the specific results they got.
Your job is simply to listen to them and ask questions that pull out great stories and specific details.Ā
Pro tip: Record this call (with permission, of course) to save you from hurriedly jotting down notes or trying to remember every little detail.Ā
And once you have your interview out of the way ā youāre ready for the fun part ā writing your case study. Which of course, starts withā¦
#2 – Benefit-Focused Headline
Just like anything else you write ā crafting a powerful hook and headline is the most important part of the entire piece.Ā Itās the first thing your readers see and is the single determining factor on whether or not someone reads the restā¦
So you want to make sure your headline is strong enough to capture your audienceās attention and draw them in to keep reading.Ā
Great case study headlines are often very benefit-driven ā this isnāt the time or place to open a mysterious loop or spark controversyā¦
Instead, you really want to focus on the ONE specific benefit or transformation this particular client achieved.Ā And if you can ā including exact numbers or statistics in your headline is a BIG BONUS.
For example ā From Trash To CASH: How A Former Garbage Man Built A 6-Figure Copywriting Business.
Alright, next upā¦
#3 – Introduce The CustomerĀ
Okay, now once youāve hooked your readerās attention, the next thing your case study needs to do is introduce the client youāre featuring ā remember, this is about THEM, not you.Ā
You want to keep this section relatively short ā thereās no reason to tell their whole life story here. Just cover things like:
- Who they are
- What they do
- And how they do it
Once your readers have a general idea of the person and/or company youāre talking about, you can introduceā¦Ā
#4 – The Before
Nothing beats a good before/after story!Ā
So, you want to start by identifying the ONE big pain point that ultimately led them to you and your product or service.Ā
This is the aggravating, uncomfortable or dissatisfying status quo that drove them to seek a solution.
Then you can go deeper into the challenges, struggles and fears this caused for your client ā and THIS is where your storytelling can really come to life.Ā
You want the reader to relate to this story on an emotional level ā so itās important you donāt just list out a bunch of facts and statistics ā you want to go into how this actually affected them.Ā
Remember, facts tell and stories sell.
#5 – The Smart Decision
Next, you want to highlight what was going on in your clientās life the moments right before they made the decision to work with you.
What was the straw that broke the camelās back? What was the moment of truth where they said, “Ok, enough is enough! I need support here.”
Understanding your clientās state of mind directly before they purchased from or hired you will give you such invaluable insight into the REAL reasons they said yes.
Of course, this is when you can very naturally pivot to your exact product or solution that helped this particular client or customer.Ā
Now, the goal here is NOT to start pitching or trying to sell your product ā like you would on a sales pageā¦
You want to keep it conversational.
Next, you want to find out specific reasonsā¦
#6 – Why They Chose You
And more importantly, what other solutions theyāve tried in the past that DIDNāT workā¦
And WHY they chose you over your competitors.
This is powerful positioning where you can highlight your USP or why youāre better/faster/different from the other guys. And the best part is, itās not you talking about it.
Itās all coming from the perspective of your client. In THEIR own words.
#7 – The Transformation
Now is where you can go into detail and explain the transformation ā from start to finish.Ā
You want to continue to take your reader on a journey ā so you really want to paint an accurate picture of what the process of working with you looked (and felt) like for your client.Ā
This is another place where you can tap into some great storytelling techniquesā¦Ā
Remember: Almost nothing goes 100% smoothly. The road to success can be bumpy ā and thatās a good thing! Make sure to include all the low points and bumps they encountered along the way⦠along with the triumphs and wins.Ā
This increases your believability and trust with the readerā¦Ā
#8 – The AfterĀ
And this is where you FINALLY get to show-off the amazing results your customer received!
But more than simply saying something generic like, āHer life was never the same again!āĀ
You ideally want to include tangible results and examples ā as much as possible SHOW the transformation your customer received.Ā
And remember ā Be as specific as possible.Ā
#9 – End With A Powerful Call-to-Action
And of course ā you always want to end with a CTA for your reader to follow. Maybe thatās hopping on a call with you, or submitting an inquiry form, or maybe itās simply clicking on a link to learn more about working with youā¦
Whatever it is, make sure you tell your reader EXACTLY what to do next.
Alright, Posse. There you have it, 9-steps to writing the PERFECT case study.
Leave me a comment below if you found this one helpful.Ā
And since you’re still reading…
Here’s a little gift from me: My Confident Copywriter Roadmap! Read this guide to learn what it takes to build a freelance copywriting business ā from scratch.
And until next time, Iām Alex ā ciao for now!Ā