In a review of competitors for a client recently, we were struck by the poor standard of client success stories and case studies.
So, here are the lessons for writing powerful case studies:
1. Keep it short – The best client success stories can be communicated in 1 page, including graphics, both logos and contact details. That is 8-12 sentences, plus main heading and 2/3
2. Use good headlines – there was nothing to get the reader's attention or to encourage him/her to read on
3. Have a Central Point to Communicate – one that relates to the central benefit of the suppliers solution, don't try to include everything.
4. Have a story to tell – most case studies are bland, they have more in common with press releases to announce the signing a customer deal that a story of client success
5. Focus on the business, not the product – too many case studies focus technical implications as opposed to business impact
6. Use powerful quotes – keep them short and punchy and put them in large font sizes.
7. Use figures and graphs – quantifying key benefits makes them more tangible.
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