Saturday, June 2, 2012

Ten Tips for Writing a Mesmerizing Case Study

Ten Tips for Writing a Mesmerizing Case Study
1.       Start with an outline. This is your story road map. It makes writing easier and ensures your story will flow. It’s also a good way to begin writing—getting started is half the battle.

2.       Write a heart-stopping lead. Lacking inspiration? Then start elsewhere in your outline and work up to the lead. Take time to make the most important paragraph a knock-out. Great leads entice. They nearly force the reader to keep reading. Leads with emotion command attention.

3.       Use eye-opening quotes. If the interview didn’t produce any, try a follow-up call with your interviewee. Or try another customer resource. But don’t over-use quotes. That will impede your flow. You’re telling a story, not issuing a series of quotes. Pick the best and leave the rest.

4.       Write with feeling. Emotions play a major role in decision-making and case studies are used to influence decisions. Use emotional quotes and tell how a challenge affected the individual—not just the process or company—even if it is a B2B manufacturing case study.

5.       Take a break now and then. Return refreshed and ready to write.

6.       Review other case studies for inspiration.

7.       Use transitions that create seamless writing from paragraph to paragraph. Words can do it. Thoughts can do it. Quotes can do it. Just being mindful of it helps. Keep it flowing.

8.       Include brilliant photography and write cogent captions that explain the images.

9.       Add the unexpected. Was an interviewee surprised at an outcome? Include it!

10.   Bring the story to a rousing close. Good quotes fit well here as do emotional summaries. Leave the reader wanting more.

For more tips on writing a great case study contact Margie Simon at margie@simonspr.com
Margie Simon
(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Case Studies Done Right: The Powerful Interview, Part I


(My earlier case study posts covered the foundation of a great case study, selecting the right story and getting permission to write the story. (The Right StoryMore on the Right StoryCustomer Permission) My next two posts focus on the heart of a case study:  the customer interview.) 
What’s a case study without a strong testimonial derived from a great customer interview? Non-existent, of course. Yet too many people consider a customer interview a quick phone call. They call without a plan. But a plan ensures you’ll get all the information needed to craft a compelling story. My next two posts detail the vital components of a great customer interview that generates a persuasive story. A story that inspires readers to buy your product.
Part I: Call Basics

The Call Plan
So, you ask, what’s a call plan? It’s an outline of the key points you need to write a motivating story—and the questions that will spawn them. It’s much more than, “So how’s our product working for you?”

Your goal is to get detailed information that provides insights, emotions, problems, solutions and great quotes. Make sure your questions confirm the customer’s situation:
·         before using your product
·         while using your product
·         after using your product (how it affected their business)

With questions set, prioritize them in case your interview is cut short. That way your most important issues are covered. You can usually call back with a few short questions. Also, many interviewees request your questions in advance. Be ready to provide them.

The Interview’s Start
It seems obvious, but when you call at the established time, make sure it’s still convenient. Also, make sure you’ll have no interruptions from your side. Show your subject you respect their time.

To start the call, develop rapport. The more comfortable they are, the more freely they’ll talk. With solid questions and rapport developed, you’re ready to begin the interview. My next post will cover the interview and how to get the information needed for a riveting story.

Margie Simon
(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)