Transcript of "ClickInsights: What is the biggest mistake to avoid when writing a case study?"
What is the biggest mistake to avoid when writing a case study?
Compiled By: Ambal Balakrishnan
CINDY KING Blog CindyKing | Twitter CindyKing
Not doing the research you need to get the best story
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.
MICHELE LINN Blog Savvy B2B Marketing | Twitter MicheleLinn
Not having a plan
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, considering things such as
your target audience, where your audience is in the
buying cycle, what information you want to highlight and
what format will work best.
STEPHANIE TILTON Blog Savvy B2B Marketing | Twitter StephanieTilton
Don't focus on your products or services
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. Your case
study should highlight how the customer was able to
address its challenges or achieve its objectives using
your product or service.
Recommended Resources from Case Study Experts
Casey Hibbard's blog Stories that Sell
Cindy King's blog CindyKing
Michele Linn's blog Savvy B2B Marketing
Stephanie Tilton's blog Savvy B2B Marketing
Casey Hibbard's book Stories that Sell
Jill Konrath's book Selling To Big Companies
Joe Pulizzi's and Newt Barrett's book Get Content. Get Customers.
Steve Slaunwhite’s Cracking the Case Study Market
LinkedIn Group – Success-Story Marketing Group
6 Steps to Successful Case Studies
Jonathan Kranz's eBook: Making Your Case: Everything You and Your
Colleagues Need to Write Compelling, Lead-Generating Case Studies
THANK y o u