How to Write Case Studies that People Actually Read

You did a stonking piece of work, got fabulous results, and have one very happy client. Go you!

Now, naturally, you want everyone to know about it.

But how do you get people to read your case study?

Our attention spans are getting shorter, and there are so many things competing for our focus. First, you need to get eyes on your stuff, then you need to keep them there long enough to get the full force of your brilliance.

The good news is, there’s a surefire way to hook a human brain and keep it.

Remember that case studies are stories.

Humans are wired for stories. It’s how we’ve learned and communicated through the ages.

I don’t care if you’re selling hand soap. Write a good story around it, and people will read it.

A story with an arc.

Like this:

1. Introduce your protagonist

This is your client or customer. They are the Hero of your story.

But don’t just explain who they are. Introduce them in a way that’s going to grab your readers’ interest.

One way to do this is to speak to the problem your protagonist is experiencing, which is the same problem your readers are having, and the problem your product happens to solve.

Using the hand soap example, you could say something like, John was sick and tired of getting funny looks from people because of his dirty fingernails.

That’s far more interesting than John was looking for a good hand soap.

And your ideal clients will be having some version of the same problem, so it will get their attention.

2. Bring in the Challenge or Conflict

John’s problem isn’t just that he has dirty hands. It’s the consequences of having dirty hands.

Maybe no one wants to hang out with him (poor John).

Perhaps his children don’t want to play with him.

Maybe his partner keeps complaining that his hands are gross.

Whatever it is, you need to give the story some stakes.

Think of the social, physical, emotional, or financial consequences of the problem, and ramp those up.

3. Enter the Enabler

This is you, and it’s the part where you help the Hero overcome their challenge and achieve their goal.

Maybe John has already wasted money on various hand soaps, and none of them have been strong enough. He's losing money, he’s losing hope, and he thinks life will never get any better.

This is where you come along with a free soap sample or a money-back guarantee.

John tries your soap and declares it a miracle. He marvels at his clean hands and promptly orders a lifetime supply.

4. Outcome

This part is about the results you achieved and what they mean for John.

Maybe his friends invite him out more. Maybe his partner wants to hold his hand now. Maybe he goes to pick up one of his children, and for once, they don’t recoil in disgust (I don’t know, I’m making this up on the hoof).

This is essentially where you highlight the benefits of your offering. The outcomes your clients get. The difference you make to their lives.

5. Round up with a bit of social proof

Add in some data, or perhaps a quote from John saying how much better his life is now as a result of the soap.

Then add your call to action, something along the lines of If you’re tired of being shunned because of your filthy paws, get in touch...

Remember, it’s not about you. It’s about how you helped the Hero in the story. And your Hero needs to be someone your potential clients can identify with.

I hope this helps.

And if you want more like this, sign up to the waitlist for my Storytelling Course.

You’ll learn exactly how to weave storytelling into your own copy. Making your words memorable, engaging, and moving, without having to pay someone like me to do it for you.

Also, if you sign up early, you’ll get a handy discount.

TTFN x

P.S. No Johns were harmed in the making of this blog.