How can a case study help my business? Since case studies are powerful marketing tools, they can boost your credibility and draw prospects to you like bumble bees to a rose bush. Case studies are effective because they provide real-life solutions and insider tips to common problems your audience members are dealing with. In order to achieve your goal and ensure your case study persuades readers to become customers, it has to be effective. It has to be persuasive.
Case studies need to first and foremost address problems that your audience is dealing with. These need to be realistic and real world problems. Your reader needs to be able to relate to your case study in order for it to be effective and therefore persuasive.
The following elements enhance a case study’s ability to persuade:
#1 Easy to Read and Understand
Your case study should be written without jargon. The sentences should be short and easy to understand. Keep one idea per paragraph and keep the paragraphs between three and five sentences long. Why all the formatting rules? Because it’s difficult to read large blocks of print online. You can also break up paragraphs with subheadings to make it even more reader friendly.
#2 Facts and Data
The information that you present will ideally support the problem presented in the case study. Your information should be presented in a manner that is easy to understand but also in a fun and interesting way.
#3 Get Personal
Share stories with your data. Use emotional words and language. And use active language when you’re writing your case study. For example, “Linda was experiencing career challenges,” is less interesting than “Linda felt frustrated by his flagging career path.” Your reader will be better able to connect with the second sentence because they too might be frustrated by their own declining career path.
#4 Follow a simple guideline
When organizing your case study, there’s a simple way to make it persuasive. Write it in the following order: Challenge, solution, result. The result section is where you will really take your case study to the next level. This is also where you can include client quotes or testimonials.
Many experts recommend keeping your case study to 500 words or less. If it’s too long, readers may click away. However, keep in mind that if the case study is incomplete it won’t be effective either. If you need 1000 words to provide the information and demonstrate the results, then go for it. Remember at the end of your case study to include a call to action. Tell readers what you want them to do next and then re-read your case study to make sure your content supports your call to action.