Case studies generally follow a tried and true formula: How Person A achieved XYZ by using Product B. What makes the difference between a dry, inauthentic story to one that truly captivates is how you tell it. A good case study shares the elements of a good story, period:
- Protagonist: a relatable customer from an aspirational company
- Tension: a portrait of their workflow and challenges before using your product
- Resolution: how they solved it by replacing their workflow with your product
Tension is the driving force of your case study. It grabs the reader’s interest, puts them in your customer’s shoes, and without it, your resolution (and “BUY NOW!” call-to-action) will sound completely unconvincing.
Case studies are content that close deals and create new customers. I think businesses, large and small, aren’t sharing those success stories nearly enough.
Maybe because they haven’t prioritized it. Maybe because they haven’t thought about it. Or maybe because they just aren’t talking to their customers as often as they should be?