What's a good case study? A reader’s perspective

First we’ll tackle what makes a good case study from a casual reader’s perspective. Then we’ll move onto part 2: the prospect’s perspective.

Who casually reads case studies?

Folks browsing a product or service site, surfers enticed by a good headline on Twitter, copywriters who write case studies and business and marketing people spying on their competitors, that’s who. Let me know if I’m missing anyone.

The first two types of readers basically have zero reason to read to the end of your story – they’re only mildly interested or found your case study by chance.  The second two groups will probably finish reading the case study but only out of professional courtesy or curiosity. 

None of these casual readers are the target audience for your case study but even still, I believe they should enjoy reading it. Let’s look at how that can happen.

What makes a good case study?

For the casual reader, a good case study is interesting. Ha! The simplest solution is always the best one!

Fire = interesting story

A case study is a story and good stories draw the reader in and compel them to keep reading. I’ve read interesting case studies on BORING topics like telephony, data centres and sugar factories. On the other hand, I’ve read real snoozers on fascinating topics. I ask you, how can any case study referencing a fire be boring? And yet, it was.

We all love a story and a good story has the power to connect with people.  That’s why we watch TV, read books, go to the movies and talk to our friends.  So, keep your readers in mind when you’re whipping up a case study. It is harder that way, but doing the right thing builds character. 

Wondering what makes a good case study from a prospect’s perspective?

Check out part 2 of this posting – it covers the exact thing you were wondering about!  

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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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