Case studies can drive your message and will explain your solutions better to clients, investors, and the team.
One great way to communicate is through stories, which are more compelling than facts alone.*
Case studies show how you solve problems. You want to be known through a convincing narrative, clear information, and significant metrics.
To build strong case studies, clarify the objective, describe the strategy, and show the results. Consider these additional components:
Headline. Emphasize your impact with the reader. Separate the ideas of results and impact. For example, while “15% more sales” is great, a client’s testimonial they “conquered a new category” is more powerful.
Simulation. Get readers to imagine themselves in the scenario. Provide details, cues, and other stimuli to bring them into your story. If you’re more a factualist, then lean on creative people.
Visualize. Include charts and graphics to tell a more convincing story. Add pictures, audio, an/or video to make the story more relatable and the learning more diverse (i.e. people discover new ideas in different ways). Align any visuals with your demographics (industry and people).
Voice. Understand and communicate through your client’s perspective. Explain the impact and include at least one quote (which actually captures an actual voice).
Concise. Rely on clear points and bullets to crisply describe the challenge and the results.
Emotional. Feature the problems you solved, and the outcomes reached in the format of a challenge conquered, a crucial connection, or a critical creative. Choose one of these themes as a foundation.
Engage. Leave the reader with a definite next step for action.
A case study elevates communication from sharing facts to allowing the viewer to live the experience. The right case study evokes an emotional response and a lasting memory.
---------------------------------------------
* Thanks to Chip Heath and Dan Heath whose book 𝘔𝘢𝘥𝘦 𝘵𝘰 𝘚𝘵𝘪𝘤𝘬 taught me a ton about marketing (as I'm still learning). They describe powerful stories as being able to convey “simulation (knowledge about how to act) and inspiration (motivation to act).”