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.)