Skip to content
Home » Case studies

Case studies

I love a good case study.

A good case study proves that you walk the walk. A good case study convinces a prospect. More importantly, a good case study gets your prospects imagining themselves as your customer and gives them the nudge to make that dream come true.

Over the past 20 years, I’ve helped clients write powerful case studies that use past successes to attract new customers and grow their business. These case studies are closely tied to business objectives, so each one does a specific job and gives you the right tool to show to each particular prospect. I also ensure that case studies closely match related content, so there’s a consistent journey for your prospect to follow all the way from awareness to conversion.

Drop me a line and we’ll start working on creating some compelling case studies that show off your expertise, demonstrate your success, and get prospects desperate to be your next customer.

The Bite way to write great case studies

Let me ask you a question: did you ever pretend to be Superman as kid? Or Wonder Woman?

Did you imagine yourself as a Ninja Turtle? Or what you would do with Matilda’s powers?

Of course you did. We all did. That’s the power of stories. They transport us into their world, and we imagine ourselves within them. We identify with character traits that we recognise in ourselves and the traits we wish we had. We step into the shoes of the characters of the stories we love.

It’s exactly the same with case studies.

Why bother with case studies?

Case studies are proof points. They’re what you point to after you’ve made a big claim about your product or service to demonstrate that you’re not just talking the talk; you walk the walk, too.

And that proof is vital. 80% of customers seek recommendations before they make a purchase. Creating case studies allows you to put recommendations in front of your prospects, rather than forcing them to go looking for their own.

And why are those recommendations so important? Because taking a risk is a dangerous thing. If it goes wrong, it could mean kissing your promotion/bonus/job goodbye. So your prospect wants to be sure they’re making the correct decision.

And, as psychologist Robert Cialdini put it, “we view a behavior as more correct in a given situation to the degree that we see others performing it.”

Which is a polite way of saying that, yes Mum, if all my friends jumped off a cliff I’d probably jump too.

But here’s the crucial point: if I told you that your friends had jumped off a cliff, you’d check. If your friends told you, you’d believe it.

Which is why a case study shouldn’t be your story. It should be your customer’s.

Customer stories

What’s going to resonate with you more?

A business making a bold claim that it helped another business by selling its product?

Or hearing that someone with a job like yours, facing a challenge like the one you face, got the sort of specific results that you dream of?

Customer stories work because they tell your prospect a story about someone like them. That customer has a similar job to them, was facing a similar problem to them, and got the success that they want for themselves.

As Stephen King put it, “When the reader hears strong echoes of their own life and beliefs, they are apt to become more invested in the story.” – Stephen King, On Writing, which is a truly excellent book

Your prospect invests in the story. Relates to the customer like a kid relates to Superman or Wonder Woman. Imagines your customer’s success as their own. And, once your prospect imagines themselves as your customer, they’re just one step away from making that a reality.

That’s why case studies work.

How I write case studies that get results

  • I start by understanding which business objective the case study needs to work towards; this means I know what’s relevant to the story and what isn’t, and that it will speak to the prospect in the right way.
  • This usually includes a call with you, the client. I’ll ask you what you want included in the case study, what’s important and what isn’t.
  • We’ll identify who the “hero” of the story is. This might be your contact point at the business, or it might be someone “on the shop floor”. It should be someone who mirrors the position your prospect is in.
  • We’ll go over the background of the relationship between you and your customer.
  • Then I’ll interview the customer. This is because the best way to tell the customer’s story is through their own words. Your prospects can ignore your claims of success. But they can’t ignore the customer.
  • An interview is the best method. Sending emails or forms is stilted, easily ignored, and you’re asking your customer to be a storyteller when they’ve got better things to do. A call is less formal, puts them at ease, and makes it easier for me to steer the conversation to the places we’ve agreed on.
  • That said, I do send a short guide beforehand. This helps your customer understand what to expect and puts them at ease. It also makes the call smoother because they’re better prepared!
  • A call creates better content, too. I’ve interviewed countless customers and each one offers an off-hand surprise that results in a fantastic quote or detail that really elevates the case study. You just don’t get that with a form.
  • Equally, I always advise my clients to let me conduct the interview. I’ve found customers are more relaxed speaking to a third party. Moreover, you and your customer have a shorthand that only you understand. Speaking to a third party means your customer will offer the right sort of explanatory quotes your prospects need to understand the story.
  • I transcribe the interview and then pull out quotes that support the important points of the customer story that we’re trying to tell.
  • I make sure everything is in service of that story. Nothing gets included that’s irrelevant so as not to weaken the message. A case study is a powerful selling tool. There’s no point in dulling its edge.
  • Your customers are often more candid with me because I’m a third party, so I can also ask a few research questions for you (such as “what could they have done better?”) as part of the process.

Where can I see some case studies you’ve written?

I’m glad you asked. Request a copy of my portfolio and you’ll see some examples of the case study work I’ve done, all of which have been instrumental in building my clients’ reputations, converting more customers, and growing their businesses.

It’s a good read. Check it out. Or get in touch and we’ll have a chat about putting some bite into your case studies.