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1.  The problem or challenge
Define the problem clearly. Detail the situation the company (or customer) was in. What does the customer have to overcome? What stood in the way?  Grappling with a problem adds conflict – an essential element to any good story. To heighten impact, conflict needs to be meaningful  so highlight the stakes involved. Why was it so necessary for  the company  to overcome this challenge?

2. The customer or company
Whether the case study centers on a person or a company, they become a character a protagonist in the story. Add details that develop the character. How long in business? Does the person have an intriguing background? What about setbacks, ups and downs?  When the reader becomes interested in a character (person or company) the chances for a successful case study are much higher.

3. Process
What did the customer go through to find a solution? Highlighting the solutions that did not work is a way to contrast your  product or service with the competition.

4. Discovery 
How did the customer find out about solution? The discovery moment is not just another fact. It’s a classic moment in storytelling that adds dimension to the journey the protagonist went through to find an effective solution.

5. Solution 
Here is the opportunity to put a spotlight on your product, service or company. Show what it can do. Detail some of the top features and benefits, but be careful to keep it educational instead of promotional.
6. Implementation
How long did it take before the solution was up and running? How much training was involved? Were there any rough patches? These are details your potential customer wants to know and answering them honestly will only add to your credibility in their eyes.

7. Results
Of course this is the part of the story that people really want to see. Be as concrete as possible. Use measurements that are  meaningful to the audience or which paint the solution in a brighter light. For instance, EBITDA may be very important for some audiences while revenue gains may have more impact to others.
 
The specifics of  case studies will differ, but  making sure your case studies  contain all these essential elements can help ensure  they do the job you want them to do.

More at case study writer

Traditional format

The traditional format follows a basic progression and generally uses a set pattern of subheads: Company/customer profile; background; challenge; solution; results.  There can be variations on the exact wording of the subheads and sometimes “challenge” comes first, but it is essentially a set formula.

The main advantage of this format  is that the reader knows exactly what to expect and where to find specific  information.  Company info is here, challenge is there, etc.  This format makes works with   either short or long case studies.

Feature story format

In the feature story format  the same elements appear in generally the same order. However,  the case study reads more like a feature story in a magazine. The lead ( first sentence and paragraph) take you right into the story. It is meant to capture your attention from the beginning and get you engaged as a feature story might do.

Rather than follow a formula, the subheads are more descriptive and story oriented.  They develop the narrative and pull the reader through.

The feature story format is usually more engaging and more interesting to read.  The reader can also glean much of the story by  skimming through the subheads since they are part of the narrative.

The disadvantage of the feature story format  is that they take more skill to write. So the company must make sure to use writers who can communicate the case story in this way.

Whether you use a traditional or feature story it is important to stick to one format  when presenting multiple case stores within a document or web page. The consistency makes it easier for the reader to go through a number of case studies in one sitting and absorb the points the company wants to communicate.

More at case study writer

Here, PR Newser examines one good pitch and one bad pitch made for the SXSW conference, a major trade conference for music, film and interactiv media. Take a look: http://www.mediabistro.com/prnewser/pitches/sxsw_pr_a_good_pitch_and_a_bad_pitch_154612.asp#more

The release was obviously picked over, obsessed on, written and rewritten by a team of attorneys, executives, writers, etc. Here is selection from this corporate masterpiece…

“Consistent with the 2020 Vision, our roadmap for winning together, we act today as an aligned system.Our new North American structure will create an unparalleled combination of businesses, which will serve as our passport to winning in the world’s largest nonalcoholic ready-to-drink profit pool.”

The mind reels.

1)Identify the primary and secondary audiences.
industry niche, typical title, basic job function, age,

2)What is the objective of the white paper?
Generate leads? Educate? Introduce? Establish market position?

3) What is the main challenge, problem, issue the target audience faces?
GeSince most white white papers use a problem-solution approach this is important to agree upon before even an outline is written. 

4) How does your product/service address this problem/challenge?
While a white paper is not overtly promotional you should  integrate your solution into the main argument. 

5) Who are the key people who must be interviewed?
While company documents and research are important to development of the white paper, interviewing key people to get the company’s perspective is crucial.

6) What is the schedule and timeline?
Make sure all the players involved in the development of the white paper are aware that there is a schedule and deadlines need to be met.

Stay tuned to my announcement of a Linkedin webinar course on using Linkedin to build your business, whether it’s looking for speaking or consulting gigs or promoting your services. If interested, write me at leon @ altmancommunications.com

You also need an SEO (search engine optimized) plan, where content is placed on the right websites, blogs, and forums. But put together SEO content and the right strategy and financial advisors and planners will be able to be very selective of which prospects they allow to be clients. For more information, check out financial copywriter.