Next to white papers, case studies are the most popular tool in the technical marketer's toolkit
The ubiquitous case study can range from a 3- paragraph online snippet to a full-blown magazine article. The most popular case study in the marketing/PR arsenal is the 500-700 word success story. They're not as challenging to write as white papers, but you should structure them for maximum impact.
Different companies use different structures for their case studies, but all should follow the same general pattern: 1. Company overview and challenge 2. Project details 3. Positive results (of course)
Customer Overview and Challenge
Start with a 2-3 paragraph overview of the customer's company. This should be very positive - since you're going to detail a problem the customer was having, the last thing you want to do is make them sound like jerks. So compliment them. Feel free to adapt the overview from their own Website text, where they're already placing themselves in the best possible light.
Then move on to the business challenge. Don't make the customer sound stupid or incompetent. The challenge should always be centered on something good that is happening to them - fast growth, industry prominence, strategic IT changes - whatever. Their challenge should be applicable to your readers' own business issues.
Project Details
No project goes perfectly, but save the debriefing for the longer-form trade journal article. These short case studies should report on the successful project by briefly discussing specific products and benefits.
Don't go all over the map. If the project is fairly narrow or specific, you won't have any trouble sticking with the main point. In the case of large and complex installations, concentrate on the main point. For example, Microsoft Great Plains has more modules than you can shake a stick at. Concentrate on the ones that had the most positive impact on your customer.
Business Benefits
Always quantify improvement when you can. Numbers can be dollar savings, percentages, or other measures of saved staff time, more efficient workflows, better customer service, etc. Be sure that the benefits you list are the benefits the customer perceives - hard costs are most easily quantified, but soft costs may have the higher perceived benefit to a customer. Ideally you will list both.
When NOT to Write a Case Study
What are the most common blocks to partnering with a customer for a case study?
1. Your customer is really unhappy. They'd do a case study all right, but you wouldn't want them to. If you're the hapless individual setting up the initial interview, be sure that the customer really is happy and is open to talking to you. Otherwise they'll just give you an earful. Fix: promise the customer that you'll pass on all of his comments to the technical support team, or whoever you think will best handle it. Then do it, and forget about it.
2. Customers who fear their market will punish them. Prime example: legal firms with security issues. Sure you helped them through a security project and now they're Fort Knox, but they don't want their clients to dream that a problem ever existed in the first place. Fix: Forget it. They'll never give you permission to produce the study. Besides, they're probably right.
3. Your customer is an exacting IT type who is suspicious of the success story format. This customer considers the project a success too, but they dislike purely positive spins - and no project is perfect. Fix: If they are happy for the most part, get a buy-in that the project really was successful. Don't put him off about the negatives, capture those comments too and promise to pass them on. (Then do it.) This is usually enough to secure the interview.
4. Your customer is scared to be interviewed. This is usually the IT guy who did all the footwork, and prefers to stay behind the scenes. He (or she) will either be too nervous to talk, or will despise you because he doesn't think you've got the technical chops. Usually both. Fix: Understand the technology you're interviewing about. You don't have to be an engineer, but you should understand IT pressures and issues. Ask leading questions, but if they clam up and won't talk, thank them and hang up. Tell your customer contact that you're so happy you got to talk to the technician, and now could you talk to a project manager too?
About The Author
Christine Taylor is an expert copywriter for the technology industry. Call her today for help with your white paper, trade journal article, case study, positioning document, or any other B2B marketing piece. Call 760-249-6071 or e-mail her at chris@keywordcopy.com, and start that white paper selling!
Mercedes Benz s500 rentals Salem ..It's not unusual for clients of service providers to insist... Read More
When your book is mentioned on television, sales go up.... Read More
A great way to celebrate your achievements and capitalize on... Read More
And the best way to mind your own business is... Read More
Especially good advice for business, non-profit and association managers whose... Read More
For discerning business, non-profit and association managers, PR success is... Read More
I mean public relations that presumes from the get-go that... Read More
As a business, non-profit or association manager, occasions will arise... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
The media need you. Need the information and expertise you... Read More
You are a senior business, non-profit or association manager. So,... Read More
Have you fantasized about spreading word of your business on... Read More
Yes, and that pressure often comes from a CEO who... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
As a business, non-profit or association manager, you'll know it's... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Media relations is a great profession.On good days, I earn... Read More
What's more crucial to the success of a business, non-profit... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
Next to white papers, case studies are the most popular... Read More
Just about anyone who has been in the public eye... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
I define public relations failure this way:key audience perceptions are... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
You thought of it, you researched it, you wrote it.... Read More
Dowagiac cheap limo service ..The fast changing dynamics of the world economy is forcing... Read More
As the kids say, how cool is this?You're a business,... Read More
When outside audiences important to your operation do not understand... Read More
The media live by the calendar. Your story pitch might... Read More
I've worked in media and public relations for 20 years,... Read More
Since the major part of a small business typically comes... Read More
"Advertising is what you pay for. Publicity is what you... Read More
If, as is often the case, you are preoccupied with... Read More
How much more fundamental can you get than this? As... Read More
Sure. What else do you call a human discipline whose... Read More
Writing a press (or media) release is quite an art... Read More
Public relations and news releases are synonymous in the minds... Read More
Even after a nice piece in a national publication, or... Read More
You thought of it, you researched it, you wrote it.... Read More
The next time a newspaper photographer takes your photo, remember... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Should it be measured in "publicity by the pound," or... Read More
A press release is often your only chance to make... Read More
Let's say you've called a reporter with some ideas for... Read More
Public relations changes minds in the process of delivering what... Read More
As the comedian Steve Martin once said, "some people have... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
As a business, non-profit or association manager, what do you... Read More
Sorry about my otaku with this issue (otaku = more... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
Public Relations |