We're currently applying the finishing touches to a series of eight case studies, all of which are for our not-for-profit client, Community Buying Group. They are doing some fantastic work for marginalised groups in the solar energy space via the 'Big Solar Switch' (in partnership with MEFL) and we were only too delighted to help them celebrate and articulate their successes to date.
We wanted to ensure that each piece was commensurate with their excellent work, so before we started, we pulled together a list of non-negotiables for writing a compelling case study.
Let's face it, case studies can be dry and one of the least "sexy" methods of writing (cough), but trust us, they needn't be this way. Read on for our six tips to help inject personality into your next case study. Just in case:
1. It seems like an obvious one, but while producing the skeleton of your piece, outline your WHO, WHY, WHAT, WHEN, WHERE and HOW from the get-go. It'll help get you in the zone and ensure you've covered all the important stuff.
2. Remember that when you're preparing a case study, you're telling a story. Make your piece as entertaining as your subject matter will allow.
3. Always outline the problem that required resolving. And the steps taken to resolve it.
4. Take cues from fellow writers, who write countless articles for analogue and digital media channels. Ensure your headlines (and sub-heads) are compelling enough to leave the reader wanting more. Again, make these as bold and interesting as your subject matter will allow.
5. Where possible, use call-out boxes with meaningful, pithy 'sound-bytes'. If your reader is skim-reading your case study (and let's face it, we've all been there...), you want them to take the most important outtakes with them after they've stopped reading. These gold nuggets will help the reader recall and possibly integrate the case study's most salient points into their day-to-day narrative, with peers, managers, staff, friends, families, competitors, the guy who makes their morning coffee...
6. Provide context, where possible. We can't stress this one enough. For instance, unless you're a scientist or engineer, saving the planet 40,000kg of C02 emissions each year mightn't mean squat to the average punter. But if you note that this is equivalent to saving 4.3 average homes worth of energy usage for an entire year, well....now, you're onto something.
The final tip? Case studies are a fantastic way of celebrating an organisation or brand's achievements. Ironically enough, it's often more difficult for someone working in the organisation or brand to beat their own chests, so outsourcing such tasks can often lead to a refreshing perspective on how - and why the story deserves to be told.
All the best for writing your next case study - but in case you need outside help, know that we're only a phone call away.
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