5 Keys For Maximizing Case Study Effectiveness
Client case studies are among the most effective types of content for converting leads, second only to in-person events. They also rank among the most popular assets corporate marketers use, with 42% employing success stories as a core element of a well-balanced marketing program.
Yet, success stories have been slower to catch fire among professional services firms like financial planners, accountants, attorneys, and others.
Why? For various reasons, not least is the perceived time and effort it takes to create a high-quality success story that will help guide a qualified prospect toward a sale. Many smaller organizations don’t even know where or how to begin!
In this article, we’ll take some of the mystery out of creating outstanding and effective case studies, by sharing five critical elements that every success story must include.
5 Key Elements of a Compelling Case Study
The difference between a run-of-the-mill client testimonial and a powerful marketing asset that converts qualified leads to closed sales often comes down to five key components:
Clear challenge statements: A well-crafted client case study follows the classic “hero’s journey” story format, in which the protagonist faces a set of challenges or tests. Following this script, every success story should begin with a problem statement, in which you present your client’s pre-engagement state of mind.
In a service business, success is judged by how well you solve your clients’ problems. To bring this to life, make sure you are describing your client’s challenges in clear, easily understood terms that are universally recognizable.
In the challenge section, it’s important to use emotionally resonant words and phrases like “errors,” “complexity,” “unease,” “confusion,” “need for guidance,” “burden,” and “concern.”
Impactful results: In the hero’s journey, the protagonist eventually triumphs over the seemingly insurmountable obstacles in their path. In a case study, these wins are known as “results.”
Results don’t always have to be quantifiable (although numerical data that demonstrates the extent of improvement can be very helpful.) It is important, however, that the results cited are measurable and relate directly back to the problems described at the beginning of the story. The case study should illustrate just how you solved your client’s specific pain points and the impact those improvements have had on their life or business.
Direct client quotes: Nothing helps bring a success story to life more effectively than your client’s own words. During the interview, ask open-ended questions and follow-ups to help draw out the client’s true feelings. These are the “golden nuggets” of every success story and are often the most impactful elements.
Be on the lookout for “power words” and phrases that trigger an emotional response in the reader, such as “confidence,” “peace of mind,” “security,” “value,” “support,” “honesty,” “trust,” “commitment,” and “integrity.”
Attractive, simple design: While your client’s words are the heart of an impactful success story, don’t discount the importance of a clean, uncluttered visual design.
Best practices include using a bright, bold color palate that matches your branding, along with large, readable fonts. I prefer simple sans-serif fonts like Verdana for their unadorned simplicity.
Be sure to sprinkle in some visual elements like client headshots, your company’s logo, and color blocks to break up the narrative and create some natural separation between sections. Also, highlight a couple of your client’s most impactful quotes in a contrasting font and color scheme to help draw the eye.
Call to action: It’s easy to forget one of the most important elements of the case study (and any marketing campaign)— the call to action (CTA). If you don’t suggest next steps to your prospect, they are less likely to take action, and you’ve missed a golden opportunity to close the deal.
At the end of the story, make sure to suggest an easy, direct action like “schedule a FREE consultation today!” Include your contact information and perhaps a link to your scheduling calendar.
Case studies are among the most powerful and effective assets in your marketing toolkit. Make sure your clients’ stories include these five key components to maximize impact and help guide your prospects over the finish line.