Case studies are very powerful bottom of the funnel content assets.

If you have a number of (or just one) case studies of clients you've helped,
there is a lot you can do with them.

But you have to structure them properly to be useful for your marketing.

First, get your case studies to sound like clients' success stories and not
reports on how amazing your product is.

The era of structuring your case studies using the summary, problem/challenge,
solution and results format is long gone.

This illustration sheds some light on this.

Imagine an average customer video testimonial, how are they structured?

Does the narrator use any of those headings (executive summary,
problem/challenge... etc.)? They don’t.

What they do is tell a story (in their own words) of how their life/business was
before they found you (and probably how they found you), what you did for them
(and how it was different from what they’ve been doing), and the results.

Simple and straight to the point.

If you look closely you'll discover that there is hardly a mention of any of
those headings in their testimonials. What they do instead, is describe it.

This is what I mean.

Instead of using the word 'Solution' on a testimonial for a coaching program,
the narrator usually says something like 'He created value from the get-go' to
start describing what was done for him or her. And then quote exactly what you
did and how it helped them.

Your case study is not where you sell your companies value proposition, it is
where you tell your clients story in their own words.

Your customers and prospects connect faster with stories than with any marketing
copy hack you use.

So create case studies that tell a story in your customers voice, let them do
the talking.

I hope this helps.

Posted by John Emoavwodua on Facebook