𝗥𝗲𝗺𝗮𝗿𝗸𝗮𝗯𝗹𝗲 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗗𝗿𝗶𝘃𝗲 𝗠𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀
𝐑𝐞𝐦𝐚𝐫𝐤𝐚𝐛𝐥𝐞 𝐬𝐭𝐨𝐫𝐢𝐞𝐬 𝐝𝐫𝐢𝐯𝐞 𝐦𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬
Case studies can drive your message and will explain your solutions better to clients, investors, and the team.
They offer immediately compelling stories, indelibly remembered (much better than facts alone).* Let's look at their key components:
𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲. Emphasize achieving clear outcomes in a way that resonates with the reader. Value impact over facts (e.g. '15% more sales' is great but 'conquered a new category' is more powerful).
𝗦𝗶𝗺𝘂𝗹𝗮𝘁𝗶𝗼𝗻. Make readers imagine themselves in the scenario. Provide details, cues, and other stimuli to bring them into your story.* (If you’re more a factualist, then call upon creative people.)
𝗩𝗶𝘀𝘂𝗮𝗹𝗶𝘇𝗲. Include various charts and graphics, pictures, audio, and/or video to make the story more relatable and learning more dynamic (since people discover ideas differently).
𝗩𝗼𝗶𝗰𝗲. Communicate through your client’s perspective (e.g. industry terms and needs). Include quotes to capture actual voices.
𝗘𝗻𝗴𝗮𝗴𝗲. Define the next step so the audience can apply the lesson.
The right case study allows the viewer to easily understand your purpose, thereby evoking a stronger and lasting engagement.
* 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).”