Case studies are essentially problem – solution narratives. However, to flesh out a case study and make sure it communicates the messages you want to get across to your target audience, your case study must include these 7 essential elements.
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.
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Most case studies follow one of two main formats. Either a traditional or a feature story format. Each has its advantages. It’s important for the company to either pick one case study format and have the writer follow it or have the writer choose one that seems appropriate for the company’s purposes.
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.
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Needs assessment research is a crucial step to complete before writing a white paper. It will enable your writer to better focus and execute exactly what you’re trying to accomplish. It can also head off many problems that can occur later on in the development of the white paper. Here are the main steps to keep in mind:
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.Â
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.Â
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.