Copywriting – Case Studies
Add Credibility to a Client's Marketing Program
As a freelance copywriter, writing case studies – published to a website or printed and distributed – is all about establishing credibility for a client’s product, solution, service and, in turn, the company selling them. Case studies can also prove to be a lucrative writing niche, especially in the business-to-business (B2B) corporate communications world.
The 'Why' of Case Studies
Look at any Fortune 2000 website, and if the company is selling solutions and/or services, they’re likely publishing some kind of proof or testimonial that those solutions work. Today, that proof is typically rendered in an in-depth case study -- also known as a customer reference.
Unlike other marketing collateral that may describe a product or service, the case study focuses on how a product or service works in the real world, how it addresses real problems and what the benefits are to the end customer.
Problems are what businesses all share – solutions are what businesses all want. The case study is an opportunity to demonstrate how a company (the copywriter’s client) is a problem solver. Positioning a client as a problem-solver, rather than merely a product seller, can be a true competitive advantage for that company and separates it from the crowd.
What’s in a Case Study: A Copywriter's Approach
Ideally, the case study should read somewhat like a business story. It follows a basic problem-solution-benefit format.
First, provide a snapshot of the customer’s business – what they do or produce, how long they’ve been around, where they’re located, are they a leader in their industry, number of employees, annual revenue or sales, and so forth.
Then state the problem the business faced before seeking out a solution. For instance, did an arcane accounting system put the business at risk of wasting profits? Was an aging IT environment not keeping pace with new technology? Every business, every industry faces problems--the writer needs to ferret out the specific problem to theeir client's customer.
Next, establish how the problem was solved. Usually this is where the copywriter introduces the client’s solution, product or service – or even a partnership – to show or demonstrate how the problem has been addressed.
Finally, how did the customer benefit from the solution – new business opportunities, revenue or productivity gains, responsiveness to clients, growth, streamlined operations and savings, so forth.
Using Customer Quotes
Customer quotes will help drive the story. In both describing the key business problem and the benefits, customer quotes are important in establishing credibility. Keep in mind the absolute best quotes are from the customer using the product, not the copywriter's client. Quotes from the client sound self-serving and defeat the purpose of establishing credibility.
Tip: One great quote to get is to ask the end-customer why they chose the client's solution or service.
Unlike other types of collateral, the writer typically “shows” rather than “tells” what the solution is all about and the benefits it offers.
Throughout the case study, a good copywriter is able to build in “important or key messaging” that the client want readers to understand about their service/product/solution in particular and the company in general.
Another good tip: The “messaging” is incorporated with some subtlety so as not to undermine the case study’s credibility and tone as a “business story.”
How to Use Case Studies to Support a Client's Marketing Program
Case studies can be used in many ways: On the Web, printed collateral for trade shows and direct mail, and as deliverables in marketing packages to prospects.
On a corporate website, many companies use case studies to target prospective customers by 1) industry, 2) business challenge, 3) business solution or service, and 4) large or medium/small business solution. Categorizing your case studies can help a reader find a similar situation to their situation -- and thus see how it might be solved. No other form of collateral can target a customer so effectively.
How to Get a Client's Sales People Involved
Collecting good references from the field is vital to a strong case study program. Incentives can be used to get line-of-business managers or front-line sales people to submit “profiles” of case-study candidates, which can serve as the basis for stories.
One Fortune 500 company, for instance, pays its customer representatives $300 for a selected reference. The representative must complete and submit a brief online questionnaire – customer description, problem, solution, key benefits. If the reference is selected from the database of submissions, the person submitting the reference receives the incentive.
Length
Case studies vary from 500 to 1500 words. In layout form, that generally translates to a two-page or four-page document, with a picture, graph and "highlights box" of 4 to 6 key benefits.
Copywriting Fee for a Case Study
How much can a copywriter make from a good case study? The higher up the corporate food chain the client, the higher the fee a good copywriter can command. But generally a $1 a word is a reasonable rule of thumb. Writing case studies can also get a copywriter entry into the lucrative world of B2B corporate communications.
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