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Writing a case study is easy.
Writing a case study that is engaging, compelling and entices the reader to do more is another matter altogether.
Companies structure their case studies in different way in terms of paragraphs, bullet points or a combination of both. Which one of these is correct is hard to say and maybe does not matter. However the actual content of the Case Study does.
I’ve put together some points to consider when you’re writing a case study:
1. Follow a Formatting Framework
Reading big blocks of text can be boring. Make sure to break this up with compelling images and screenshots and informative bullet points. Make your case study easy to read and therefore easy for your reader to get involved in the story.
2. Encourage Empathy
If someone has clicked on a particular case study, that must mean they have drawn some form of connection to it – a bond if you will. This may be because they share something similar, the reader feels they may be able to relate to the particular industry for example. To do this, it is important to retain the reader’s attention. Tell a story and make it personal. Highlight how the needs of the industry your share have been met by this particular product /service.
3. Focus on Facts, Figures and Benefits
People like facts. Fact.
Including specific figures such as ‘achieved savings of 25%’ allows one to see real-life, specific examples of what they could expect to obtain. Giving your readers examples of quantifiable, tangible results alongside a story they can relate to makes for a very powerful case study.
I feel that these are a few of the important points to consider when tasked with creating an interesting case study. There are many more elements to think about, but this should provide a sturdy base to start you off.
What other elements should be taken into consideration?
Have you come across any other key factors that you would like to share which have made your case studies interesting for the reader?
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