Showcase the work

Case studies comes from the word “showcase”.

Well actually, it might not but it should.

I’ve been writing for a new client this week and my next job is to write a set of case studies, so I’ve been interviewing Account Managers; to showcase - evidence if you will - the work, the expertise, the thought, the depth of knowledge, the value-add!

It’s the ultimate “show” not “tell” of your company’s skillset. It sets you apart, It’s tangible, it’s irrefutable.

The client I’m writing for had a few case studies in the bag, but they were copy-heavy. I know, I know, you’d think that’s exactly what a copywriter does. Create copy. Yes, but NOT reams and reams of it.

My job is to make sure your reader reaches the end, understands, remembers and ultimately GETS IN TOUCH.

That’s the gold standard!

What it’s definitely NOT is a vanity parade or a competition to show how much technical knowledge you have.

We’re all in a battle for attention, so you’ve got seconds, a minute. 2 max to keep your reader engaged.

So, keep it relevant, tight, interesting, useful, and easy to take the next step.

If you’ve been tasked with writing case studies and you’re interviewing stakeholders, here’s what I’ve learned:

• when a sentence begins with “obviously…” IT NEVER, EVER IS

• no question is stupid - although it’s OK to say it is (manage expectation!)

• do your research

• don’t say you know, when you don’t

• frame upfront what you want to achieve

• keep a logical flow but if you’ve missed something, don’t be afraid to back-up

• think about how it’ll look - how are you going to break up - headers, infographics, pictures, quotes etc

• gather evidence/proof to back up the brilliance

• it’s OK to have a personality

• manage their time - don’t take the piss!

Now, write it.

Here’s one I wrote earlier. The fabulously environmentally friendly, ECO-EGG.