Next to white papers, case studies are the most popular tool in the technical marketer's toolkit
The ubiquitous case study can range from a 3- paragraph online snippet to a full-blown magazine article. The most popular case study in the marketing/PR arsenal is the 500-700 word success story. They're not as challenging to write as white papers, but you should structure them for maximum impact.
Different companies use different structures for their case studies, but all should follow the same general pattern: 1. Company overview and challenge 2. Project details 3. Positive results (of course)
Customer Overview and Challenge
Start with a 2-3 paragraph overview of the customer's company. This should be very positive - since you're going to detail a problem the customer was having, the last thing you want to do is make them sound like jerks. So compliment them. Feel free to adapt the overview from their own Website text, where they're already placing themselves in the best possible light.
Then move on to the business challenge. Don't make the customer sound stupid or incompetent. The challenge should always be centered on something good that is happening to them - fast growth, industry prominence, strategic IT changes - whatever. Their challenge should be applicable to your readers' own business issues.
Project Details
No project goes perfectly, but save the debriefing for the longer-form trade journal article. These short case studies should report on the successful project by briefly discussing specific products and benefits.
Don't go all over the map. If the project is fairly narrow or specific, you won't have any trouble sticking with the main point. In the case of large and complex installations, concentrate on the main point. For example, Microsoft Great Plains has more modules than you can shake a stick at. Concentrate on the ones that had the most positive impact on your customer.
Business Benefits
Always quantify improvement when you can. Numbers can be dollar savings, percentages, or other measures of saved staff time, more efficient workflows, better customer service, etc. Be sure that the benefits you list are the benefits the customer perceives - hard costs are most easily quantified, but soft costs may have the higher perceived benefit to a customer. Ideally you will list both.
When NOT to Write a Case Study
What are the most common blocks to partnering with a customer for a case study?
1. Your customer is really unhappy. They'd do a case study all right, but you wouldn't want them to. If you're the hapless individual setting up the initial interview, be sure that the customer really is happy and is open to talking to you. Otherwise they'll just give you an earful. Fix: promise the customer that you'll pass on all of his comments to the technical support team, or whoever you think will best handle it. Then do it, and forget about it.
2. Customers who fear their market will punish them. Prime example: legal firms with security issues. Sure you helped them through a security project and now they're Fort Knox, but they don't want their clients to dream that a problem ever existed in the first place. Fix: Forget it. They'll never give you permission to produce the study. Besides, they're probably right.
3. Your customer is an exacting IT type who is suspicious of the success story format. This customer considers the project a success too, but they dislike purely positive spins - and no project is perfect. Fix: If they are happy for the most part, get a buy-in that the project really was successful. Don't put him off about the negatives, capture those comments too and promise to pass them on. (Then do it.) This is usually enough to secure the interview.
4. Your customer is scared to be interviewed. This is usually the IT guy who did all the footwork, and prefers to stay behind the scenes. He (or she) will either be too nervous to talk, or will despise you because he doesn't think you've got the technical chops. Usually both. Fix: Understand the technology you're interviewing about. You don't have to be an engineer, but you should understand IT pressures and issues. Ask leading questions, but if they clam up and won't talk, thank them and hang up. Tell your customer contact that you're so happy you got to talk to the technician, and now could you talk to a project manager too?
About The Author
Christine Taylor is an expert copywriter for the technology industry. Call her today for help with your white paper, trade journal article, case study, positioning document, or any other B2B marketing piece. Call 760-249-6071 or e-mail her at chris@keywordcopy.com, and start that white paper selling!
best cleaning company Lincolnshire ..Andrew Bogut, the Australian basketballer is now officially in the... Read More
Would you advise clients to buy a stock based on... Read More
What's more crucial to the success of a business, non-profit... Read More
Demand that it pull its own weight in your boat... Read More
You have a story to tell. Your company has developed... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Strong for business, non-profit and association managers when they use... Read More
As small businesses we have an opportunity and an obligation... Read More
You are if you stand by while your public relations... Read More
Keep these few crucial details in mind when writing and... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
As a manager, does your current business, non-profit or association... Read More
? Don't wear all black. You'll look as though you're... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
It's the time of year when calendars crowd out the... Read More
If you leave a star player sitting on the bench,... Read More
The notion that a business, non-profit or association manager can... Read More
When most people think of media relations, they think of... Read More
If you're trying to promote your store, but you don't... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
With a dismal failure rate of more than 75 percent... Read More
There's good news for public relations execs, marketing professionals and... Read More
Got a huge need for publicity and a tiny publicity... Read More
As a business, non-profit or association manager, do you see... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
on demand house cleaning Lake Forest ..Who wants to face the challenges of a business recovery... Read More
When is your best advertisement not an advertisement? When it's... Read More
Receiving free advertising is the dream of most business people.... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
You want to sell your products or services, and that... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
The easiest way to meet city council members is to... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
Got a huge need for publicity and a tiny publicity... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
As an entry level position to PR, I found myself... Read More
If you're seeking to promote yourself or your new business... Read More
Would you like to expand the volume of your business?... Read More
A wise friend of mine has often said, "There is... Read More
As a mobile detailing company it is important to have... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
?makes the rules, of course.But when the gold takes the... Read More
Are you hesitating about hiring a publicist or, if you... Read More
Your public relations people are busy. The buzz is all... Read More
A musician spends years honing his craft. He writes world-class... Read More
A new public relations blueprint could be a good idea... Read More
Public relations changes minds in the process of delivering what... Read More
I recently worked with a group dealing with an unusual... Read More
What is the one thing that all of the best... Read More
The message is determined by analyzing the brand being marketed,... Read More
Public Relations |