Case studies are unique in the armory of marketing collateral-- your customers do the marketing for you. See examples of some case studies at studyhub.com. This site presents some good tips on how to create a case study.
By using customer testimonials you add third party credibility to your product or services. They not only describe how your product and service works, but tell a success story. People love stories; it's human nature. Customers are interviewed for the most positive stories. They also give potential consumers an idea of what you are like to do business with. Often, they include photos and quotes.
A case study is just another promotional tool in a formal format. They can add credibility to your business, so don't overlook the possibility of including one. Think of the success you have and the obstacles you have over come to build your business. If you have answers to these questions, then you have a case study. Mostly a case study is like a large customer testimonial, and their experiences with products or services.
The structure of a case study conveys three Things:
1) a problem
2) the solution
3) the benefit(s) the company now enjoys
What a Case Study looks Like
1) The headline- explains the benefit now enjoyed
2) An overview/summary
3) Description of the customer
4) The challenge that has been overcome, and the benefits that have been achieved. I use sub-headings to allow the reader to scan if they want to skip information. Subheadings act as an outline of the content.
How long are they? Usually 1-4 pages, sometimes more, and about 400-1200 words
*Stories and testimonials are usually included. It can be your own story, or a success story of one of your clients. The researchers say that stories are most likely to be read,than information alone. This happens because stories allow people to relate to their own experiences. It's human nature. Stories help people cope with the hardships of life and often they are inspired by success stories.
If you are considering a case study, gather as much information as possible from your sources, including interviewing the client or business. Describe your solutions and why you chose them. Interview customers and get quotes from experts in the field. Of course getting the right words into a quote is important. It's true that happy customers will sell your products or services for you.
If you are a non profit organization and you are interested in a case study, please contact me for more information. My rates are reasonable. Case studies can be added to a website and are more powerful than testimonials.