Stories are as old as time. Some entertain, others inform, and in the business world, they’re an excellent way to engage customers and promote your brand.
If you’re selling a product or service, your prospective customers want to know how it will improve their lives. It’s all well and good to say, “Buy X to get better Y”, but when consumers are bombarded with between 4,000 and 10,000 marketing messages every single day, it’s natural for them to be sceptical. That’s why storytelling through a business case study is so powerful. It allows you to cut through the noise and demonstrate your product or service in action.
It’s also a great opportunity for you to get creative and show off what makes your brand unique – without being too salesy. When you do it right, case studies help build trust and legitimacy with potential customers. In this article, we’ll discuss how to write a case study, what to include in a case study, and how to use the power of storytelling to attract more customers.
What is the main purpose of a case study?
The main purpose of a business case study is to tell the story of how your product or service has solved a customer’s problem. It should provide enough detail so that other customers have confidence that they can solve their own problems by using your product or service. Case studies are a way for you to demonstrate the true power and potential of your offering. It’s something that’s often far more convincing than a sales pitch.
What to include in a case study
In contrast to a testimonial, which is usually just one short paragraph of praise or thanks, a professional case study is typically more detailed and provides a much fuller picture. Here are some of the key elements of a B2B case study:
- Background information on the customer’s problem.
- Details about how they used your product/ service/ solution.
- Results achieved (e.g., improved performance, increased sales, etc.).
- Quotes from key stakeholders involved in the project.
- A conclusion that demonstrates how your offering has provided a solution to their problem.
Why is storytelling in a business case study important?
Ever sat by a campfire and got lost in a great story? There’s a reason for that. When we tell them well, stories tap into our emotions and allow us to imagine ourselves in another person’s shoes.
In the business world, using storytelling in your case studies has the same effect. It allows the reader to imagine themselves as the main character of the story (the business). Did you help a business multiply its sales figures x5? Boost lead generation x20? When you do it right, the case study helps the reader (your prospective customer) imagine themselves experiencing the same benefits. In more detail, here’s how creating a case study that tells a story is so powerful:
Emotional connection
At the core of storytelling is the ability to create an emotional bond between the reader and the content. Humans are naturally drawn to stories because they evoke feelings – whether it’s happiness, sadness, excitement, or inspiration. A business case study that incorporates storytelling taps into these emotions.
For instance, a simple statistic such as “Product X increased sales by 30%” can be informative. However, presenting it within the story of a small business owner who was on the brink of shutting down and then turned things around dramatically using Product X is far more compelling.
Greater credibility
According to a study by Edelman, brand trust is a dealbreaker for 81% of consumers. But trust in traditional advertising is at an all-time low, with 79% of British consumers and 83% of American consumers agreeing with the statement, “In recent years, it has become harder to trust what companies say and do”. This means brands must go beyond traditional advertising to build trust with their customers.
One way of doing this is by including customer stories in case studies that demonstrate how your product or service can help solve a real-world problem. They can add extra credibility, and research shows that people trust advertising that talks about values more than products. A professional case study is the perfect opportunity to do this, by focusing on the customer’s journey and shared values, rather than just listing features and benefits.
Stories stick
A study by Stanford professor Jennifer Aaker found that stories are remembered up to 22 times more than facts alone. This isn’t to say that data isn’t important, but it becomes far more memorable when wrapped in a story. For businesses, this means that a potential customer is more likely to remember your brand and product if they’ve read an engaging case study about it.
Real-world proof
While hearing that a product is good can be persuasive, seeing it in action is even more so. A Nielsen study reported that 92% of consumers trust peer recommendations over all other forms of advertising. By showcasing real-world examples of satisfied customers who benefited from your product or service, you’re providing the most trusted form of endorsement.
How to write a good case study using storytelling
So, you’ve chosen a customer to feature in your case study. Now you need to think about how to turn their story into an engaging piece that doesn’t bore your audience. Here are a few tips to help you turn your case study into an engaging story of triumph over adversity.
Understand the hero’s journey
At its core, every story follows a structure – and one of the most universally recognised is “the hero’s journey.” Coined by Joseph Campbell, this narrative arc presents a hero who undergoes a transformative adventure. In the context of case study writing, this hero isn’t your brand – it’s your customer.
1. The call to adventure. This is the point where your customer realises they have a problem that needs solving.
Example: A business struggles with low website traffic and subpar conversions.
2. The challenge. As they attempt to address the issue, they face hurdles. This is where they might try out various solutions without success.
Example: The business tries different marketing tactics but doesn’t see significant improvement.
3. Assistance or guidance. Enter your brand – not as the main character but as a mentor or guide. You offer a solution to their problem.
Example: The business discovers your content marketing services with an emphasis on SEO and conversion copywriting.
4. The transformation. With your product/ service/ expertise, the customer tackles their problem head-on and emerges successful.
Example: By leveraging your tailored services, the company establishes a sound marketing strategy that leads to more targeted web traffic, higher conversions, and increased sales.
Prioritise authenticity
When deciding how to write a case study or what to include in it, keep authenticity at the forefront. Potential customers can tell when a story feels forced or fabricated. Using real scenarios, genuine customer feedback and quotes, while showcasing both challenges and successes will make your narrative more relatable.
Position your brand as the guide
Remember: in the business case study, your brand is not the hero. It’s the customer’s journey we’re interested in. Your product or service is the tool or mentor that helps them on their quest. This approach allows potential customers to see themselves in the story and understand how your offerings can help them in their own journey.
Use real data to enhance the story
While storytelling is crucial when creating a case study, integrating real, tangible data provides evidence to back up your narrative. Whether it’s how a customer increased their revenue, improved efficiency, or achieved any other key metric, these numbers validate your story and offer prospective clients a clear vision of potential outcomes.
Conclusion is key: Tie it all together
End your case study by reinforcing the transformation your customer experienced. This not only emphasises the value of your product or service but also brings the story full circle. It resonates with the hero’s journey arc. You can also add some details about future plans. This reinforces the idea that there’s still more room for growth and success with your products or services.
Examples of compelling case studies that use storytelling
To inspire your next business case study, we’ve collected a few stellar examples from across the web.
How Handled Scaled From Zero to 121 Locations with HubSpot
This B2B case study, written by Hubspot, is a great example of the hero’s journey put into practice. Instead of just talking about their success, this story walks us through the whole adventure with the customer (a moving company named Handled) as the main character.
It starts with the customer’s idea, shows how HubSpot helped make their vision come true, and describes all the hurdles along the way. When COVID-19 hit, they even had a twist in the plot, as they had to quickly adapt.
The case study has facts and numbers, but it’s primarily a story about solving real-world problems, working as a team, and overcoming challenges. By the end, we see that with HubSpot’s help, Handled grew rapidly and expanded its customer base.
Thermo Fisher Scientific cuts invoice processing time by 70% for 824,000 documents processed annually
This professional case study by UiPath begins by setting the stage, introducing us to Thermo Fisher’s challenge: manually processing a massive volume of invoices amidst the COVID-19 crisis. This initial scenario effectively grabs the reader’s attention.
The case study then leads us through their journey, with UiPath emerging as the solution (but not without its own set of trials to add drama to the story). The storytelling genius lies in how it showcases the hurdles, the strategizing, and the small victories along the way. It makes readers root for their success.
By the end, when we learn of the 70% reduction in invoice processing time. It’s a triumphant climax to the tale. Through effective storytelling, this case study not only highlights the solution’s value but also humanises the entire experience, making it relatable and memorable.
The Gong Goats: How Demandbase Grew Its Market Presence and Hiked Win Rates
This business case study, written by SaaS company Gong, brings personal experiences to the forefront. Jay Tuel was thrilled when he realised that Gong was just the right fit. Meanwhile, Gabe Rogol was excited to find out how it could help them with new marketing strategies. These personal stories make the data feel more real and interesting.
The story also highlights the transformative journey of Demandbase, from grappling with uncertainties to integrating successful strategies. It makes the case study memorable and demonstrates that a good story can make even complex business strategies more accessible and compelling.
The value of hiring content writers for case studies
Writing isn’t for everyone – you might be a numbers person or a talented developer, but not a great scribe. If you want your case studies to have that professional touch, partnering with a company that provides case study writing services is a good way to go.
Here are a few more reasons why you might consider hiring expert content writers, particularly those who specialise in case study content writing:
- Expertise in the format of case study writing. Professional case study content writers know the tried-and-tested format of case study writing. They understand the best ways to present your business case study so that it not only tells a good story but also effectively markets your brand.
- Customisation to your brand voice. An adept content writer will tailor the case study to align with your brand’s voice and values. This way it’ll integrate well with your other marketing materials.
- Time-efficiency. Business owners and marketers are often swamped with tasks. Hiring a dedicated case study writer frees up your time and allows you to put out new case studies consistently.
- Optimised for SEO and conversions. Skilled case study content writers will naturally integrate keywords. This ensures that your content is both search engine-friendly (without keyword stuffing) and written in a way that presents your brand in the best light.
While it’s possible to create a business case study in-house, there’s undeniable value in outsourcing this task to professionals. If you want to make sure you’re only putting out high-quality, persuasive case studies, it’s definitely a wise move to hire case study writers.
Looking for a case study writer?
In a world of crowded marketing, a well-told story can set your brand apart. To start using case studies in your marketing, it might be time to hire a professional case study writer. Here at VAMS, we have a team of talented content writers with extensive experience creating engaging case studies for brands across many industries. Reach out to us today to discuss our case study writing services and how they can help your business.
Frequently asked question (FAQs)
Here are some of the most frequently asked questions about how to write a case study.
What is the basic format of a case study?
A typical case study format includes an introduction, background information, the challenge or problem, the solution or intervention, results, and a conclusion. Some also feature testimonials or quotes from involved stakeholders.
Can you tell me how to conclude a case study?
When concluding a case study, you can summarise the main points and provide a glimpse into the future. What are the implications of the results? Will the brand in the case study benefit even further in the future from partnering with your company? This shows that the partnership has lasting benefits and the story doesn’t end there.
Do I need professional content writers for case studies?
A business case study is a powerful piece of marketing content. To make sure it’s up to scratch, it’s a good idea to hire professional case study content writers if you’re uncomfortable doing it yourself. A talented case study writer will structure your story in a way that captures the reader’s attention and drives them towards taking action. Don’t underestimate the power of professionally written case studies!
Where can I find the best case study writing service?
If you’re looking for the best case study writing service, reach out to our content marketing company? At VAMS, writing case studies is one of our specialities. We have a team of talented content writers who are experts in crafting persuasive, engaging case studies that will help you get your message across. Contact us today to discuss how we can take care of the case study writing process for you!