THE 4 SACRED RULES
OF WRITING EFFECTIVE CASE STUDIES
Case studies are powerful tools
that help others say things about
you that you may not necessarily
be able to say about yourself.
64% of B2B
marketers rate case
studies as the most
Case Studies Support The
Sales Process By…
1. Capturing real world experiences
2. Featuring your biggest champions
3. Providing proof of concept for prospects
How can you guarantee your case
study produces results?
4 SACRED RULES FOR WRITING EFFECTIVE
1 Let your clients and customers do the talking.
Don’t put words in their mouths. It will come off as inauthentic and not genuine.
2 Let the experience of your clients or customers drive the story.
Case studies are not an opportunity for you to cram in organizational messaging or try to
outline your sales pitch. People read case studies because they want to validate their ideas
through the experience of others.
3 Always give everyone interviewed a chance to review and
approve what you’ve written.
Your clients and customers are speaking on your behalf. It only makes sense for you to
give them the chance to review.
4 Avoid building a case study around the experience of one client or customer.
One experience can easily be discredited as unusual or out of the ordinary.
Two is better but still not as strong as three.
1. Generate new leads.
2. Create helpful resources for sales.
3. Increase brand equity and thoughtleadership.
You get a great excuse to connect with some
of your biggest champions and give them a
chance to share their enthusiasm for you and
your product or service.