Six Keys to Writing a Great Case Study

by Doug Stern

Published on September 2, 2008

Tags: Case Studies, Marketing Tips, Writing

Making it all about the other person—that seems to be one of the marketing flavors of the month.

I'm talking about the marketing premise that great salespeople have known, accepted, and practiced forever. (Think Dale Carnegie.)

So, how do you do that? How do you put the spotlight on your clients, customers, prospects, and anyone else who matters?

More and more businesses and institutions know the answer to that one. They're using case studies—one of the most powerful tools available to shift attention to the other person and away from you.

Case studies (or variations, such as testimonials) are showing up just about everywhere. They're getting baked into advertising, Web sites, brochures, and all kinds of other collateral and marketing materials.

Despite their popularity, some marketers would rather have a tooth pulled than write a case study. So, first, relax. This isn't law school.

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Doug Stern (www.doug-stern.com) is a freelance business writer and marketing strategist based in Louisville, KY. Contact him at 502-599-6624 or stern.doug@gmail.com.

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Comments

by Constance Semler Tue Sep 2, 2008 via web
Thanks for the article.
I believe it was Blaise Pascal that apologized for writing a long letter rather than a brief one.
by Mike Murray Tue Sep 2, 2008 via web
Thank you Doug. Really, really good advice. I'd love to see you use this article as a template to analyze Obama's and McCain's communications to the voters and to the nation.
by Jeanine Hatcher Thu Sep 4, 2008 via web
A sample of a "good" case study or two would have been the icing on the cake.
by Nora Sun Feb 1, 2009 via web
Agree - links to a couple of "good" case studies would have been the perfect finish.