The Case Study: A Powerful Marketing Tool
You Probably Aren’t Using
by Lanny Udell and Bonnie Ayers Namkung
Chances are your company has a wealth of success stories that never made it beyond the employee newsletter. While they may be great for company morale, these defining stories can also be the tipping point in winning the hearts and minds of new customers.
Like a good novel, a case study has drama, suspense, an interesting cast of characters and a satisfying resolution. It tells the tale of an epic problem solved. A difficult challenge met in record time. An innovative solution despite a tight budget.
Elements of a case study
A case study is typically two to three pages in length, illustrated with photographs, charts and graphic elements. More convincing than a brochure or data sheet, it highlights your unique approach to problem solving and vividly sets you apart from the competition.
A testimonial on steroids
Let’s face it. Most marketing materials are read with a skeptical eye. But a well-crafted case study carries more weight. Why? Because it’s not written solely from your point of view. The most effective case studies include client interviews and quotes, making them livelier and more believable.
People remember stories
While a sales letter may soon be forgotten, the story of a triumph has staying power. People naturally want to know how others are solving problems similar to their own. Your case study will show them, in both a tangible and memorable way.
A multi-tasking marketing tool
For sheer versatility and cost effectiveness, the case study is unmatched. It has a long shelf life and can be adapted for a variety of uses, such as:
Print or online publications. Articles that feature real-world success stories consistently place highest on the readership scale.
Direct mail or email. Here’s an easy, low-cost way to spread the word about an innovative new product or service. And if you’re looking for a giveaway to prompt a response to your direct marketing effort, look no further than your case study.
Press kit. Give editors a compelling story and you may very well see yourself in print.
Presentation topic. Need talking points? A case study makes a lively presentation and establishes you as an expert.
Trade show literature. A case study sells you better than a keychain or a coffee mug any day. Just ask your sales team.
Website. The search engines will notice when you add new content to your site. And you’ll notice an increase in traffic!
Who benefits from case studies
Here are some of the many industries that can boost their visibility and credibility with case studies:
- Financial services
- Marketing and design firms
- Hi-tech companies
- Law firms
- Hotels, conference centers and event planners
- Business consultants
- Architects and interior designers
Use it or lose out
Savvy marketers from Microsoft to Volunteer Match use case studies extensively. What stories are you sitting on that could be contributing to your bottom line? Review your list of recent projects and you’re sure to discover one or more success stories just waiting to be told.
About the Author
Based in the San Francisco Bay Area, Lanny Udell and Bonnie Ayers Namkung are marketing communications writers working with clients nationwide. Never at a loss for the right words, they create powerful, persuasive copy for web sites, brochures, direct marketing campaigns and case studies. You can reach them at www.copywhiz.com, www.banamkung.com or call (415) 459-8966.
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