ClickInsights: What is the biggest mistake to avoid when writing a case study?

Posted by Ambal Balakrishnan July 9th 09

ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). In ClickInsights Expert Interview Series we feature "top-notch" industry experts and thought leaders and get their insights, opinions and predictions. We also ask for their suggestions on what reports, whitepapers etc to read to keep abreast with latest trends in their industry.

Case studies can be really valuable tools to educate your prospects. So you invest time and money in documenting a customer success story. Before embarking on this journey, stop and learn what not to do in a case study. We asked case study experts "What is the biggest mistake to avoid when writing a case study?". Get insights and recommended resources from 3 Case Study Experts.

Cindy King

Blog CindyKing Twitter CindyKing

 “Biggest mistake is not doing the research you need to get the best story ”

Cindy King's Bio

Cindy King is a Cross-Cultural Marketer & International Sales Specialist based in France.  She uses her dual background in sales & marketing, in international business development, to help businesses improve their international sales conversion. She is also adept at content marketing, international web marketing and social media marketing. 

Cindy King's Tip

A case study tells the story of how one client successfully resolves a problem by using another company’s product or service.  The case study shows how this company’s product or service was the right solution for this particular problem.  A good case study gets readers to identify this with their own situation.  The story is critical.

The biggest mistake you can make is not doing the research you need to get the best story.  This means asking the right questions and digging to find the key elements of the story.  When interviewing international clients, or people from different cultures, you need to take extra time to make sure you get the full story and get it right.

If you not do start with a good story your case study will not be compelling.  And don’t forget, with a strong story a case study is a powerful marketing tool.

Cindy King Recommends

• Casey Hibbard's book Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset
• Jill Konrath's book Selling To Big Companies
• Joe Pulizzi's and Newt Barrett's book Get Content. Get Customers.

Michele Linn

Blog Savvy B2B Marketing Twitter MicheleLinn

 “Biggest mistake is not having a plan”

Michele Linn's Bio

Michele Linn is a freelance marketing writer specializing creating buyer-focused B2B marketing content, such as white papers, research reports, feature articles and case studies.  Her business is devoted to making the job of B2B marketers easier by producing effective content and providing insights on how they can market it. Her website is Linn Communications.

Michele Linn's Tip

The biggest mistake you can make when writing a case study is not having a plan. I think there is a general misconception that case studies sell themselves; what’s more powerful than the voice the customer, right? However, to get the most value from your story, you need to be as prepared as possible.

Consider things such as:

• Who is your target audience? If possible, interview someone who plays the same role.
• Where will this story be used in the buying cycle? This helps focus the angle of the piece and determine the call to action.
• What information do you want to highlight? Knowing this in advance ensures you ask the right questions during the interview.
• What format will work best? Do you want a one-page summary, a technical case study or something else?

By planning everything in advance, the story will be more powerful and the process will move much more smoothly for your customer.

Michele Linn Recommends

• Casey Hibbard's blog Stories that Sell
• Casey Hibbard's book Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset
• Jonathan Kranz's eBook: Making Your Case: Everything You and Your Colleagues Need to Write Compelling, Lead-Generating Case Studies

Stephanie Tilton

Blog Savvy B2B Marketing Twitter StephanieTilton

 “Don't focus on your products or services”

Stephanie Tilton's Bio

Stephanie Tilton is an expert case study and white paper writer who helps B2B companies advance the sales cycle by engaging prospects and customers. Harnessing her unique blend of technical knowledge, marketing savvy, and writing skills, Stephanie has crafted nearly 100 case studies and white papers for leading brands such as Akamai Technologies, EMC, Macromedia, Novell, SAP, and Symantec. Her website is Ten Ton Marketing.

Stephanie Tilton's Tip

Some companies mistake a case study as another venue for promoting their products or services. If someone wants to learn about those offerings, they can read your brochure or technical white paper.

Prospects turn to case studies for proof that your company understands – and can help address – their pains or goals. With that in mind, your case study should highlight how the customer was able to address its challenges or achieve its objectives using your product or service. A well-written case study enables prospects to insert themselves into the situation you're describing and visualize how it can change for the better.

Stephanie Tilton Recommends

• Casey Hibbard's book Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset 
• Casey Hibbard's blog Stories that Sell
• 6 Steps to Successful Case Studies

ClickInsights: What is the biggest mistake to avoid when writing a case study?

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