Case studies have the purpose of convincing potential customers that your business brings effective and evident result through your products and services. Showcasing your clients success by converting it into your own success is a sure-way of attracting attention from your target audience, similar to a press release. Whilst most businesses can write compelling accomplishments, what really sells a great case study is the use of cold, hard proof.

Not sure where to start? We’ve set up a simple guide to shaping your success case study.

Choose your client carefully

Before you start writing, there are a few things that you need to consider. First, what client do you want to showcase? While you might have many wonderful candidates to choose from, your choice should be strategical and based on what you are looking to achieve with the case study.

Second, consider what your story angle will be. You want readers to be able to relate to your case study and be drawn to your brand. Try to avoid using a sales narrative, but instead connecting with your reader in a down-to-earth way.

Once you have chosen your ideal case study, you will need to officially ask the client whether they accept to be included and what sort of information they are willing to share with the rest of the world. This is also a great time to grab some additional information if needed, like a great quote.

Consider your facts

Firstly, consider your own goals and what your objectives are with case studies. Make sure it relates to what you you do best. Did your unique business technique convert into a client’s success? Harness it and transform it into a captivating story.

Regardless of the client’s result, you want to present the readers with facts that reflect the results achieved. Did your client receive a boost in sales? Demonstrate it using statistics or percentage of growth. Keep numbers simple and easily understandable.

Follow a simple format

When it comes to the layout of the story, focus in keeping it simple. While there is no one-fits-all rule for everyone, as these can vary from being highly visual to mostly text based, ensure that the reader becomes intrigued with your story.

As in a newspaper article, you can follow a similar pattern:

Title: a thrilling and captivating title of the case study.

Executive summary: one or two short sentences outlining the main challenges and results.

Body: the main copy, which should include a short bio of the client, a description of the challenges they faced and the steps they took to overcome this.

Results: a short, but succinct paragraph describing a positive outcome.

Before releasing the case study, it is wise to send a draft to your client for a final confirmation and as courtesy.

Need more information on how to format case studies or see further examples? Check out Hubspot’s blog on case study writing or check out Marketing Results blog with example case studies.