Developing A Compelling Case Study Part II – Format

Developing an Appealing, Quick-Read Format

A prevailing thought in some marketing circles is that people don’t like (or have time) to read. If so, a case study format with ample white space, subheads and pictures can make it more inviting and easier to read.

Logo

It’s mandatory, of course, to feature a prominent client logo on the front and back of the case study.

Synopsis

The next most important element in the case study format is a front-page synopsis. The synopsis captures key points in the case such as customer, location, challenge/problem, solution, result and brand choice factors. Two of my clients use an “At A Glance” sidebar. Another client places the synopsis in a horizontal bar at the bottom of the first page. The point is, if a reader can capture the main ideas, he/she may wish to read further. The synopsis allows them to quickly decide. Following are examples of how my clients present a synopsis, graphically.

Main Headline - Direct-Benefit Type

People read headlines. It’s often how they decide whether or not to read a story. Of the various headline types, I prefer to use a direct-benefit headline. Direct-benefit headlines get to the point quickly because they answer, “What’s in it for me?” Make sure the headline is relevant to the target audience and resonates with them. It is typically written around a “hot button.” The goal is to draw the reader into the story.

Subheads

Other elements that can break up heavy copy within the story itself are subheads. The obvious ones are background, challenge, implementation (special details), solution and results.

Remember, the synopsis tries to capture a main point in only one or two sentences. Often, the body copy captures more interesting details and lends itself to product or service solution details. Ideally, it’s just a good idea to break up long copy with space—subheads can help.

At right is an example of a case study I wrote and designed showing the dispersal of subheads on page two.

Beauty and Installation Shots

Movies often start with an “establishing” shot for context. The same concept is true of case history layouts. It’s a good idea to use a photo on the front cover of the case study that shows the completed installation because it provides “proof of the pudding” and context. Alternatively, the visual could be of the application (e.g., an excavator) or project site, i.e., an exterior shot of the building where the installation occurred. There are a number of options, but pictures are effective draws.

Pictures on the back of the case study can also add drama or context. One client likes to use the reverse side (if it’s a two-panel case) to showcase related product beauty shots. Some of the more dramatic shots used on the reverse side are “installation-in-progress” shots which can also add interest, e.g., large HVAC units or emergency generators being lifted onto the roof of a hospital or commercial building.

Quotes

Perhaps the best testament to the efficacy of a solution or related savings is a quote from the end customer. Putting these on the front cover, in a different font/color, can be effective. One client prefers to reverse them out of the cover shot. Either way, making a quote prominent helps validate the case.

Quotes can also be used throughout copy to break up prose or add reinforcement to certain details. Placing the end-customer quote in or near the “results” section makes some sense because it supports the results and serves as a “capstone” to the story.

Other Elements

Finding the right balance between copy, pictures, overall length and white space can be difficult. For example, some experts believe that including the “bios” of the key personnel involved in the case is important—but it requires even more space! Yet, bios can be useful in terms of adding validity to the case. They can also serve as potential resources for prospects. Including detailed contact information and a “call to action” in the case are other options. Finding just the right format that works may involve some trial and error. Some of the ideas in this article may help!

Social Media

A library of case studies, demonstrating expertise in various market segments, is a great first step in building your reputation for solutions and thought leadership. Yet, they can also be leveraged by your salesforce in presentations, mailings or as leave-behinds. More important, they can also be used in the social media channels to which many corporations subscribe. LinkedIn and Facebook are common outlets. Here’s an example of how a client used a case study on LinkedIn to promote its expertise to its many followers.

Summary

There’s much more to writing dynamic case studies than can be captured here. For instance, ensuring that the case aligns with the brand voice, brand promise and related brand attributes is another big consideration. In fact, that alignment inspired my company name: Content Squared! If you enjoyed this post, please click the thumbs up! For more information or thoughts on the development of compelling case studies, feel free to reach out! I look forward to hearing from you!

Dan