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copywriting guides


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Essential Guide to Copywriting Part 1




How to write a compelling case study


A case study is one of the most cost effective ways to convey what you do. The best case studies are simple, concise and packed with customer benefits. Here’s a handy guide to get you started:

Top 10 Tips


  1. 1. Know your target audience.

Who is the case study aimed at? What industry and market/s are you talking to? With a clear understanding of your target audience, you can be sure your readers will identify with what you say.

  1. 2. Keep it simple.

Be clear about your message and stick to it. If you are promoting a specific service or solution, restrict the copy to that solution and don’t over elaborate.

  1. 3. Push the benefits.

Case studies should demonstrate you deliver on your promises and exceed customer expectations. This means you must convey the benefits from the customer point of view. How have you enhanced their business and what are the results?

  1. 4. Pack a punch.

The art of writing a good case study is to write concisely while holding the reader’s attention with meaty, interesting and valuable information. The contents must make people sit up, take note and say ‘I want that!’.

  1. 5. Say it from the horse’s mouth.

Instead of simply describing what you did, ask the customer if they can provide a testimonial. A customer quote adds weight and authority. It provides the evidence that you really are as good as you say you are.

  1. 6. Keep your customer happy.

You must seek and gain approval for the case study from the customer that you are writing about. Explain the purpose of the case study and what it is being used for. Convey that it will portray them in a positive way. Above all, make sure they are happy with the contents prior to publication.

  1. 7. Invite feedback.

You want your customers and prospects to contact you. Make it easy for them by including a ‘call to action’, a statement which compels readers to pick up the phone, email or, at the very least, view your website.

  1. 8. Be consistent.

As with any form of marketing communications, your message must be consistent in style and tone. It must not only be consistent throughout the case study but consistent with your company brand.

  1. 9. Keep up the good work.

A series of case studies is far more effective than just one. It enables you to promote different aspects of what you do, to different types of customers in different markets. It also allows you to be current.

  1. 10. Use a professional.

We would say that wouldn’t we! It is very hard, not to mention time consuming, to write about your own company. The problem is condensing months and often years of work into a few paragraphs which will compel readers to want to find out more. That’s where we come in.


Written by Ian Lavis, Director of The Writing Room.