The one tip you need to write a great case study
The client case study - it’s the one thing we all include in our marketing toolkit, but it’s not the easiest to get them right. We see some brands struggle with a stream of endless and overly detailed case studies that no-one wants to read.
We also see case studies that focus solely on the product that was specified – its features and benefits – rather than highlight why the product was the right choice to address a given issue.
My one tip? It’s not about you!
When you’re creating a case study – I say this often but I’ll say it again! – think about what an architect or interior designer wants to understand.
Put aside what you want to convey and instead focus on the audience.
Think of your case study library as a tool for specifiers, a resource to revisit for solutions and insights. Every case study must be informative and to the point – if the very first case study the specifier picks is confusing, boring or irrelevant, it might be their last visit to your website.
How to focus on the specifier
If you break the case study down, it’s easy to keep the readers’ needs and viewpoint in mind. This way you can keep specifiers interested as they work through your case study.
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What is the starting point of the story? Explain the problem or the brief. What were the aims of the architects/interior designers? Outline any issues that had to be overcome. Convey these things simply and clearly so your reader is clear about the challenges.
You might consider including a quote from the architect or designer. Get in touch with them and ask them for one or two sentences about what they wanted to achieve or what the main issue was for them when specifying.
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How were the problems solved? Perhaps you worked together to solve a technical issue or overcome an aesthetic challenge. Or you worked with them to test two or three different solutions from your portfolio. Why or how did they decide on the final product?
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Specifiers often approach a case study library with a specific project and solution in mind. They want to quickly understand whether you’ve addressed and solved a similar issue, or created something aesthetically similar to what they have in mind.
You therefore need to create instant impact – that means using strong visuals. It’s the difference between rapidly flicking through a catalogue in order to find something specific versus a leisurely read of your favourite magazine with a coffee in hand. Use fewer words, more images, and impactful informative headings. Which leads to the next point…
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One of the biggest mistakes we see is when headings tell the reader the name and location of the project. Use headings to catch your reader’s attention; include text that attracts the specifier and convinces them to read on.
INSTEAD OF: Contemporary French restaurant in Brighton
USE: Tight installation schedule met by cutting all tiles off-site
There is a time and place for longer case studies
If you’ve been involved in a really interesting or newsworthy project, there is definitely an opportunity to cover it in a longer piece – but this doesn’t belong in your case study library.
An editorial piece, such as an article or even an interview with the architect would be great for your blog or journal. You may even wish to create some PR around it – more on that in an upcoming journal post.
Keeping the focus on what the specifier wants from your case study means they are more likely to respond positively to it. They’ll start to see your case study library as a useful resource and return for your expert insights.
Want help with case studies? Here at Edify, we can manage the whole process to create ongoing case studies, or refresh existing ones. This can include photography and video content. Get in touch to find out more!