Case Studies or Success Stories are another form of corporate communications that have become
more and more popular in recent years. This option is particularly beneficial to companies that
sell complex products such as software applications, electronics, and consulting services. The
basic premise is that client has problem, client meets product, problem is solved, and both
live together happily ever after. Case studies are also known as Success Stories, Case Histories,
and User Briefs.
Typically Case Studies are fairly short and they tell a story. Perhaps 500 - 1000 words, they
break down into several components. These are:
- The Problem: What issue is the client facing and what problems is it causing?
- The Client: Who is the client and what product or services do they sell? What is
interesting about them?
- The Process: What steps did the client take to resolve the problem? What other options
were considered and why didn't they work? This section is where the reader really begins
to empathize with the client and wants to read on to see how the story ends.
- Eureka! The Discovery: Good news! The client found out about your product or service.
How? In an ad, at a trade show, through a brochure, or at a media event.
- The Solution: Here is where you pitch your product. The earlier sections set the story
up and now you have the opportunity to sell. Explain how your product was just right for
this situation and what makes your product or service stand out. You have the chance to
sell here and should not be shy about it.
- The Implementation: Did everything go smoothly? If not, how did you resolve it? Explain
how your company went the distance to make sure this client was fully satisfied and
(implicitly) how the reader would be too.
- The Result: How well did the product serve the client's needs? Be specific and use
details such as cost savings, hours saved, sales growth, etc. Here you summarize
your story and explain just how valuable your product or service can be to any prospects.
A Case Study is best when it focuses on the client and his problems rather than the product itself.
It is a blend of print article, a brochure, and a sales letter. But mostly, it tells a story about
a problem a prospect faced and how you helped him solve it. Case studies may be included within a
more comprehensive brochure and are often printed in trade journals and industry publications. They
are a wonderful marketing tool and WritingHelp.com stands ready to help you get yours off the ground.
|
