A No-Cost Teleclass for Case Study Writers
Copywriters: Want to make more money with case studies?
Then your stories HAVE to SELL.
Join me on Wednesday, September 8 at 9 PDT/12 EDT for a no-cost, one-hour teleclass:
For Case Study Copywriters: 8 Secrets for Writing Stories That Sell (More)
In this one-hour call, you’ll take away tips to help you create better case studies and be more valuable to your clients or company:
- The #1 way to "wow" your client or boss – What questions can you ask your client so you deliver more on-target stories?
- How to case your client’s competition – Case studies must sell against the competition. Do you know what to look for and how to write a story that competes?
- “Magic” questions to get featured customers to tell you more – How do you get hesitant interviewees to share more details of their experience?
- How to uncover measurable results – How can you help featured customers measure their results?
- Writing stories that pull prospects in – What tactics make a story more engaging and keep prospects reading?
- How to give executive decision-makers what they want in a case study – With time-pressed decision-makers, how do you help them glean information faster?
- Adding navigational “signposts” to your stories – Do you know how to cater to skim readers?
- Getting the customer’s "tears ‘n fears" – Why is emotion important and how do you weave it into your case studies?
Take away tips to help you write better case studies and be more valuable to your clients. In other words, make more money!
You Might Be Cut out for Case Study Writing if…
About 10 years ago, I wrote my first customer case study - and it was love at first write.
I found case study writing perfectly suited to my background, skills and interests.
But I know not everyone loves this type of copywriting as much as I do.
If you can relish the great aspects and don't mind a few drawbacks, you just might be cut out for case study writing:
You like journalism-style writing/storytelling
Do you get energized about writing compelling stories? Customer case studies and success stories follow journalism style more than just about any other style of copywriting (except article writing).
That means written without a lot of spin or corporate speak, with an emphasis on customer quotes. It's about recounting true experiences in truly interesting ways.
You have a knack for interviewing
Every customer story requires at least one to two interviews, if not more. You interview internal folks for background and then customers to collect details of their experiences.
The best case study writers know how to ask questions that elicit the desired response, and can respond dynamically during interviews with follow-up questions that go deeper - all while making interview subjects feel at ease.
You enjoy working mostly virtually
Whether you freelance or work for a company, you'll be working virtually much of the time. Even if your client or company is local to you, chances are, their customers are not.
You'll need to be on the phone for much of the information gathering.
You can deal with project delays
Customer case studies aren't like other projects - because they involve customers. With a brochure, white paper or web copy, a company can start whenever they are ready.
Getting case studies done depends on customers' availability and responsiveness, and that can take a while! So, they don't necessarily happen when you expect or want them to. Sometimes you have to wait...
You aren't afraid to write about technology
Customer stories are becoming more and more mainstream. Companies outside the technology industry are adding them to their marketing.
But much of the work is still for technology product and service providers. You don't always need to understand HOW a product works, but you do need to understand the benefits of technology products (a big difference).
You have a working environment without noise or interruptions
This one can be tough, I know. I'm home-based and have a big German shepherd that likes to let me know when any postal/UPS carrier, neighbor or squirrel passes by.
BUT when I'm on a call with clients or their customers, she's outside or tucked away. My clients know that I'm interacting by phone, conducting and recording interviews, and expect nothing less than a quiet, professional environment.
Their customers often assume I'm in the company's offices. When I'm on a call with customers, I know I need to get the information without interruption because it can be hard to reach the customer again.
That's my list.
Case study writers out there, speak up. What would you add?
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