- Benefits of case studies
- Examples of case studies
- Examining who reads case studies
- Narrowing your audience
- Appealing to different audiences
- Formatting and style
- Inspiring empathy while interviewing the customer
- Gaining buy-in and getting the customer to tell your story
- Extracting and organizing quotes
- Writing a case study
- Incorporating additional media
- Avoiding common pitfalls
Skill Level Beginner
- Nothing succeeds like success. And case studies are a great way to show how your product or service has helped your customers succeed. In this Linkedin learning course on case studies, we'll create one for the fictional Landon Hotel which wants to host more business meetings. It'll focus on a recent convention that took place there. The hotel has a great relationship with the convention's event manager. So that's who we'll ask to interview for the study. The final piece will be a two page printed document and will follow a traditional and direct narrative with three main elements, problem, solution, and results.
A case study is a personal story, specifically, it's a customer's personal story. And so we start by working with the customer in preparation for an interview. We'll marry their quotes with narrative text to tell their story. And in doing so, we'll show how we've helped them to achieve success. Photos, pull quotes, charts and other elements boost the message. And with a final round of approvals, we'll have a case study that stakeholders will proud to promote.
Case studies are effective in ways that numbers and sales techniques alone aren't because they appeal to our very human love of stories. To read a case study is to follow through the hero's journey through doubt or deals, discovery, transformation, and ultimately victory. I'm Tom Geler and I've written and edited case studies for quite a few technology companies over the years. They loved the format because not only does it work well as a sales tool, it also reminds them of their past successes, increasing confidence and morale within the company.
And now I'd like to invite you to join me and Linkedin Learning for an introductory course on writing case studies.