Use your case study to make your client the hero

You’ve got a great product or service and it’s really helping clients. The kind of clients you want more of. You’ve got clients who are so thrilled with you, they’ve said yes to a case study. Okay, good. Let’s prepare a case study but on one condition…you’ve got to make your client the hero of the story.

I know you want to be the hero – because it’s your product or service that’s so wonderful – but a case study isn’t the place for that. You can be a hero on your sales page, your LinkedIn profile and at home with the folks who love you.

Why make the client the hero?

When the client is the hero, it makes your case studies memorable, convincing and useful to your business as a low-key sales tool. It also makes your client look great and that makes them happy which is likely what you want. It also sets you up for getting more case study clients. If other clients see case study heroes, these case study candidates will be confident that if they say yes to a case study, they’ll be a hero too. And so on and so on.

This guy is definitely the hero of this story

How to make your client the hero of your case study

• Arrange a proper interview with your client and send them the questions ahead of time so they can prepare if they want.

• Tell the story with a bit of pizzazz. It’s a narrative, not an instruction manual for a blender.

• Fix up your hero’s quotes. They said the perfect thing in two parts of the interview? Put it together into a coherent idea. English isn’t their first language? Smooth it out for them.

• Resist the urge to star in the case study. Yes, your product or service is great, but in the case study, your client is Batman and you’re Robin.

• Promote your client as you share the case study – remember, it’s all about them.

One more thing – get a real writer who can string together words in a sentence AND sentences in a story! If you hire someone who can write and knows how to write a case study, you’ll create stories that people will actually enjoy reading.

And, if you do all this, you’ll be my hero.

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 I'm Andrea Bassett, an executive ghostwriter and content marketing writer in Toronto and I’ve spent the last decade serving executives.

I write thought leadership content marketing for executives and/or their content marketing teams. My specializations are corporate wellness, benefits, employee assistance programs, leadership & coaching, encryption & cybersecurity and strength training for seniors.

To talk about a content marketing project, call me at 647-502-3187 or send a note to andrea@redsailwriters.com.

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