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  • Gen Lowles

What kinds of businesses benefit most from having case studies?

Pretty much every kind of business can benefit from having case studies that shout about what they do and how they help people.

Unless the fruits of your labours are wrapped up in NDAs or you’re some sort of government spy (if so, good for you and congrats on the fabulous civil service pension), you’re going to want to show off your happiest, most satisfied clients.

While almost every business could benefit from video and written case studies, there are a number of sectors for whom case studies can be absolute game-changer.

Case studies for charities and non-profits

As a charity or third sector organisation, you already know how tough it is to get your message out there.

People are busy and their wallets and attention spans are already over-subscribed. How do you cut through the background chatter and communicate to prospective donors or supporters that your cause matters?

How do you show them that the work you’re doing is absolutely vital? And how do you manage that when you’re targeting a cold audience who may not even realise your cause even existed?

Social proof that cuts to the heart of the matter

Charities have been using case studies for years to generate engaging, authentic content. I should know, as I got my start in copywriting as a case study writer for the UK charity Marie Curie.

By speaking directly to the people who are benefiting from the service they’re providing, you get an accurate and emotionally compelling account of what your charity does.

With a case study, readers or viewers get to see the benefits of your service first-hand. Suddenly, there’s a living, breathing person who’s saying “if this charity didn’t exist, I wouldn’t be able to cope. I don’t know what I’d do without them.”

That raw, honest emotion can be an incredibly persuasive tool to capture the attention of donors.

Case studies for financial support services

If your business helps people get their finances or ‘life admin’ sorted, then you may well benefit from having a case study.

Whether you’re an accountant, an insurance broker, an independent financial advisor, a Will writer, a pensions advisor, or any other financial support service, case studies are worth considering. Because what you do – and the impact of your hard work – isn’t necessarily easy to illustrate.

For example: An accountancy firm picks up a new client who’s never had support with tax returns before. They take everything off their client’s hands, file everything perfectly, and even save the client some money on their next bill.

That’s an OK story, but it’s also what every other decent accountant in the country will be doing.

Shouting about your unique selling points (USPs)

A case study captures the personal outcomes of your work. It reveals the human touches that can make you stand out from your competitors.

Let’s return to our example… The accountancy firm asked


their client if she’d like to share her story as a case study. She’s happy to help and reveals that the firm truly went above and beyond.

They invited her to visit them in person and spent an afternoon talking her through everything – that meant so much! She felt like an individual, not just another customer. And guess what? The money she saved meant she could join her local Chamber of Commerce, which helped her net a massive new client. Hurray!

The only way to show people exactly what financial support services do – and the changes they make to people’s lives – is to ask the people themselves.

Case studies for personal development and training services

If you’re a business coach or a sales consultant, you haven’t got the luxury of being able to point to something tangible and say, “I made that happen.”

A builder can take a picture of a lovely new extension they’ve just completed. A website developer can take a screenshot of the gorgeous new website they’ve just designed. A printer can send you a brochure sample so you can feel the quality of the product.

When you’re in the business of helping people change their lives or improve their skills, it can be difficult to illustrate what exactly you do. If you’ve worked with a sales team to help them boost their numbers, you can shout about helping them increase productivity by 15% – but that stat isn’t anywhere close to the whole story.

The power of getting personal

You need case studies so you can pass the mic to the person who’s been most affected by your work; your client.

If you’ve helped someone double their profits in a single year, how have you done that? What did it feel like for the client? How has their life changed since? These are the kind of human details that draw people’s attention.

Coaching, mentoring and training is inherently personal – it’s about building confidence and changing people’s mindsets. Who better to explain how it works than the people who’ve been through it and benefited?

Do you need case studies for your business?

Whether you’re a sole trader or a multi-national corporation, odds are that you’re not the only one doing what you do.

There are hundreds of thousands of copywriters out there, for example. While we all have our own special experiences and market niches, our most unique asset is who we are – and the relationships we have with our clients.

Case studies allow us to showcase our ultimate USP; how we help our clients. And while it’s important that we explain our services in our words, our clients are the ones who know the full story.

We’ve just got to give them the chance to tell it.

Interested in an all-in-one complete case study package? I’m a case study writer who’s teamed up with Video HQ and TukTuk Creative Marketing to offer an awesome one-stop shop for all things case study.

Drop me a line via email or give me a call on 07854 334759 and start tapping into the power of case studies for your business.

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