Writing Case Studies Using
the Reader-Centered Approach
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Use Illustrations, Photos, Graphs, and Quotes
Whenever possible, illustrate concepts in your case studies using illustrations and photos. Use graphs to provide statistics and analytics on the effectiveness of your solutions (i.e. increases in sales, etc.). Readers appreciate visual input to help them understand concepts and benefits, and to break up the large blocks of text they have to read.
Also, be sure to highlight quotes from executives at the client company who describe and praise the effectiveness of your solutions. (Example: "Acme Company's solution allowed us to reduce our time-to-market by 66%." -- Ron Jones, VP of Operations.) A good place to put these quotes is in text boxes in the left-side margin of the case study, so the quotes are highly visible to the reader.
Give Them the Numbers
Readers are looking for statistics. They want some idea of how effective your solutions have been for other client companies. Some common statistics to use in your case studies include:
- Increases in productivity
- Time and cost savings
- Decreases in waste and unnecessary expense
- Return on Investment (ROI)
- Total Cost of Ownership (TCO)
- Increased sales or revenue
Provide an Abstract
Provide a one-paragraph abstract at the beginning of each case study. This makes it easy for the reader to find out if the case study relates to a client company similar to theirs. Also, a short abstract may attract the reader to read the case study, especially if it concerns solutions your company provided for a well-known, high-profile client.
Also, be sure to print the case studies on a company letterhead that includes the company's address, web site URL, and phone number.
Think Outside the Company
The most important thing in writing a case study is to put yourself in the place of someone outside your company. You want to write the case study from the point of view of a reader who is not familiar with your company, and who wants to know how your products or services can solve their problems and help them achieve their goals.
It's not always easy for people inside your company to see things from the perspective of the potential customer. That's why it's sometimes better to have a professional writer to write your case studies for you. A professional case study writer has a better view of things from outside your company. They can see your company from the point of view of the would-be customer, ask questions that a would-be customer might ask, and write a case study to answer those questions.