Case Study Writing
Case studies are often more effective than brochures and traditional sales collateral.
Why? Because everyone loves a story. A picture is worth 1,000 words. Never did this wisdom ring truer than in sales conversations and marketing pieces.
Stories paint pictures. Stories evoke emotions. Stories are memorable. Stories give your presentations sticking power.
The easiest way to tell a story about your business capabilities is by writing a case study. Start by hooking your reader with a relatable problem; present the solution and close with a happy ending. Do it right and your story will be the piece that the executive keeps on her desk for weeks, hands out to her staff and relates during strategic planning meetings.
Case studies are magical because they can be used and reused in so many ways – they can be turned into ads, published articles, sales sheets, presentations and more. People can’t resist reading them – not only do they love good stories, but they’re dying to know how their competitors are dealing with common issues. And while your audience is reading, your name recognition is growing, your credibility is climbing and the road is being paved for sales success – all without the natural resistance and skepticism that traditional sales methods evoke.
Case Study FAQ's
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 act. 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, include them.
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, 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.
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.
- Hire an Inbound Insurance Marketing insurance copywriter to interview your team and your client. Using a third party makes the process less awkward and easier for all involved.
- 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.