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How To Write Case Study

The document provides guidance on writing case studies by discussing key elements like structuring the information compellingly, applying storytelling techniques, using quotes, and incorporating a narrative arc. It recommends interviewing the subject of the case study, taking the insights from the interview, and turning them into a case study with an engaging structure that follows an exposition, inciting incident, obstacles overcome, midpoint, climax, and denouement. Testimonials from customers should be included to position them as the hero of the story.

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Harinakshi Raina
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203 views8 pages

How To Write Case Study

The document provides guidance on writing case studies by discussing key elements like structuring the information compellingly, applying storytelling techniques, using quotes, and incorporating a narrative arc. It recommends interviewing the subject of the case study, taking the insights from the interview, and turning them into a case study with an engaging structure that follows an exposition, inciting incident, obstacles overcome, midpoint, climax, and denouement. Testimonials from customers should be included to position them as the hero of the story.

Uploaded by

Harinakshi Raina
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Step Three: Writing Your Case Study

With your interview wrapped up, it's time to take the insights you gained and
turn them into a case study.

The challenge becomes figuring out how to structure everything so it's as


compelling. You want to leave your audiences with a story that grabs their
attention, not just a list of data.

Let's walk through the process one step at a time!

The Writing Process


For people who don't write often, the writing process can seem a bit
overwhelming. But there's no need to be the next Shakespeare or
Hemingway. We can take comfort in the fact that we're simply trying to
communicate. Nothing needs to be perfect the first time around. That's what
revisions are for!

One of the best things you can do to stop agonizing over the writing process?
Stop thinking of it as writing and start thinking of it as “written storytelling.”
That's what case studies are when they're at their most effective.

Once you grasp what makes stories powerful, you'll know what to say and
what to leave out. And you'll even know how to arrange everything so it
resonates with your audience.

The Art of Storytelling


Case studies are written by businesses for businesses. That said, it's people
who are reading them and making the buying decisions.

Applying the art of storytelling will make your case studies irresistible. No one
can resist a great story. As busy as we are, we're still making time to watch
“Game of Thrones,” go to the movies, and tell our friends about that hilarious
thing that happened today at work.

It has been like this ever since humans started communicating. When we
listen to stories, mirror neurons in the brain fire to make us feel like we're
experiencing the sensations being described. We are “hard-wired” to tell them,
listen to them, and use them to relate to the world.

You might be a great storyteller already. Being exposed to countless stories


ingrains their patterns on a subconscious level. Once you understand the
elements consciously and apply them to your case studies, it's like a secret
recipe to make them unforgettable.

Best of all: It doesn't cost any more money to tell an awesome story than an
awful one. It's a great equalizer, even if your competitors have larger
marketing budgets.

Here you can see how Hubspot integrates storytelling into their video case
studies:

Finding the Perfect Writing Style


Creating the perfect writing style for your case study starts by thinking about
the audience. A network security specialist, for instance, will be a lot more
amenable to technical jargon than an overwhelmed executive who isn't tech-
savvy.

Your writing style is also a reflection of your company brand. If your website,
logo, and social media posts all embrace a lighthearted conversational style,
but your case study is denser than James Joyce's “Ulysses,” the mismatch will
confuse readers.

Imagine a Venn diagram. One large circle contains all the language and
preferences of your target audience. The other contains the tone in writing
your brand has already established. Focus on that overlap for the ideal
approach.

There's no need to force yourself to try to write beautifully. Put down that
thesaurus! Don't use “antiquated” when “old” will do.

When in doubt, favor clarity over cleverness. Remember the end goal:
communicate your message in a compelling way.

Understanding the Narrative Arc


Every great study follows a narrative arc (also called a “story arc”). This arc
represents how a character faces challenges, struggles against raising stakes,
and ultimately encounters a formidable obstacle before the tension resolves.
It's a visual representation of the plot.

Narrative arc transcends genre. You'll find it in mystery stories, romances,


comedies, and everything else you can think of. Apply it in your case studies,
and you'll bring them to life!
Here are some of the key elements of the narrative arc in the case study
context:

Exposition

This is the background information of the company. It gives readers a taste of


who the subject is and what their “old life” looked like prior to becoming your
customer.

Inciting incident

This is the problem that drove the customer to start searching for a solution.
Whatever it was – losing customers, horrible productivity, frustration with a
high-priced provider – that made them decide they couldn't go on like this
anymore.

Obstacles to overcome (rising action)

This describes the customer's search for a solution. The tension rises steadily
as they research and compare different options.

Midpoint

Here's where everything changes. Discuss what finally drove the business to
become your customer. What made you stand out? What were the most
important factors in their decision?

Climax

This is where you explain the success your product helped them achieve.

Denouement

Finally, here’s what the customer's business looks like moving forward. The
final paragraph leads to a call-to-action (CTA), where you ask your reader to
contact you, request a free consultation, or take another simple step to
continue the relationship.
Now that you know what the key plot points are, let's see how they fit together.
Took a look at the following plot diagram from writer F.C. Malby. An upward
slope represents rising tension and challenges. A downward slope symbolizes
the opposite.

Your case studies don’t need to be the greatest literary works of this era, but
following these arcs that your potential customers are familiar with will help
the message resonate with them.

Incorporating Quotes As Testimonials


Even if you are the next Hemingway, there's still something more powerful
than your words: direct quotes from your customers.
Whenever possible, incorporate customer testimonials at every stage of the
process. Hearing about a customer's experience in their own words is much
more influential than hearing it from a salesperson or marketer.

Using testimonials positions the customer as the “hero” in the story. Your
audience has someone to root for and relate to. And, if you're selecting case
study subjects carefully, it's easy for the audience to imagine themselves in
the customer's shoes because they are facing similar challenges.

If you'd like a few ideas about what great testimonials look like and how you
can use them, just refer back to our examples in Chapter One: Understanding
Case Studies.

Case Study Layout: Too Important To Overlook


You've heard the old adage about not judging a book by its cover. But the
reality? People are doing it all the time! You could have a wonderful case
study, but with a poor layout, no one will read it.

Start with a compelling title. You probably wouldn't read a newspaper article if
the headline didn't catch your eye, and case studies are no different. Your
marketing and sales teams can work together to brainstorm different options.
It's a good idea to keep your title benefit-focused, like this example from
HubSpot (“Stellar Recruitment Increases Leads by 5037% with HubSpot”).

Next, arrange your content and break it down into different sections – like
challenge, results, and so on. Each section can also have subsections. Divide
the content into digestible chunks so no one feels intimidated by walls of text.
Finally, don't go on any longer than needed. The best case studies are exactly
long enough to introduce the customer's challenge, their experience working
with you, and their remarkable results. Focus on clarity. Skip any sections that
lose the plot.

Case Study Writers: Should You Outsource?


Some B2B companies choose to outsource the case study writing process.
This is a case-by-case decision. What's best for your company might not be
right for your competitor. It might even make sense to write this case study
yourself, then outsource the next.

Cost is the first consideration. Obviously it costs more to bring in outside help
than rely on someone who you're already paying. Expert B2B case study
writers can be expensive. But if your budget allows, it's a guaranteed way to
get a professional product. If you decide to write in-house, remember the
opportunity cost. What else could your team have done with that writing time?

Another factor is perspective. While outsourcing a case study writer will leave
you with a professional product, no one understands your customers or
products like you do. The same goes for your target audience. Because
you've spent so much time getting to know them, it might be easier for you to
“speak their language” and connect on a deeper level.

Finally, think about how much the end product will likely change from the first
draft. Some outsourced case study writers offer only a limited number of
revisions. You don't want to end up paying more than anticipated.

Briefing Your WriterIf it makes sense for you to hire an outside writer, there
are a few things to think about before the case study interview.
Some outsourced writers are also willing to interview your customers. They've
spent years perfecting their interviewing skills and include this as part of the
arrangement – or make it available for an extra charge.

Having an outsourced writer interview your customer might make sense if


they're great at what they do. However, your team knows the customer better.
So the customer is probably more comfortable talking to you. These are just
things to be aware of.

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