How to Write a Case Study
Wondering how to write a case study? Let’s get down to the nuts and bolts. What are the essential elements? How long should case studies be? How do you go about the task of developing one? Without further ado, let’s jump in.
What are the five essential elements of case study writing?
Writing a case study is a bit like writing a novel – with fewer pages of course. All the crucial elements of a good story must be present. Before you ask a client to be featured in a case study, read this list and pick a subject who fulfills most of the major requirements.
- A relatable main character –This will be your client, but try to choose a client who will be relatable to the prospects you’d like to influence.
- A problem or crisis that needs to be overcome –Again, the problem must be universally shared by many of your prospects so they envision themselves in a similar scenario.
- Scary consequences –In the sales process, you’ve probably heard that it’s important to find out the prospect’s consequence for failure. Prospects who face serious consequences are more likely to take action. Your case study will be more suspenseful if your main character has a lot at stake.
- An interesting journey –You don’t want the route to success to be too obvious or easy. Build in some details about the options considered and the barriers encountered along the way. Weave in quotes from the key characters. Use a little foreshadowing to add to the drama.
- A feel-good ending with heartfelt lessons learned – Of course, your story will end with you saving the day, but don’t stop there. Make sure to point out unexpected takeaways, myths dispelled, and key lessons learned. If you have some hard numbers about the results (i.e. money or time saved), include them.
How long should your insurance case study be?
Your insurance case study should be as long it takes to convey the story in a concise yet entertaining manner. As a rule of thumb, I find that two to four pages usually suffice. Resist the urge to write a novel but don’t restrict yourself to one page. If it’s too short, you’ll be forced to leave out the little details that make the case study more engaging.
How to Write A Case Study in 5 Easy Steps
The “how to” is the one thing that holds a lot of companies back. Here’s a fool-proof formula:
- Review the “essential elements” list above and prioritize a list of clients who would be good to feature. Come up with more than one because some company’s legal departments and policies prevent them from participating.
- Contact us or another copywriter who is experienced in case study development. Using a third party makes the process less awkward and easier for you and for your client.
- Ask the person closest to the account to approach the primary decision makers and ask if they would be willing to be featured in a company case study.
- Explain that you’ll be hiring a professional writer to conduct phone interviews and it should only take 20 minutes of their time. The writer will send a question list in advance. Also, be sure to mention that clients will be able to review/edit and approve the case study before it is used. You want to overcome all potential client concerns up front. Many are concerned that they don’t have time, they won’t be prepared, they’ll be misquoted, or they’ll feel awkward requesting edits.
- Go over the essential elements in good detail with your insurance copywriter before customers are interviewed. This will ensure that your writer knows the correct questions to ask and how to best develop the story.
Now that you know the nuts and bolts of insurance case studies, there’s only one thing left to do: Get started! Contact us if you’d like professional assistance. Also, make sure to subscribe to our blog in the top right corner of this page if you haven’t already done so.
