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TOTW 22: Case Studies that Sell

Tip of the week #22

Hello everyone, 

Well our heatwave seems to have ended, and we are back to the traditional English summer weather.  In this week's tips email I wanted to talk about the power of language and case studies, because I don’t think we use them anywhere near enough in our marketing activities.

Writing compelling case studies is an effective way to promote your business and showcase your success stories, but how can you do that so that it creates the right impact with your audience?

  1. Highlight your best customer's journey and the results they achieved:  It's essential to emphasise your customer's experience from start to finish. Begin by describing the initial challenges or pain points they faced and highlight how your product or service helped address those issues. Use the most powerful metrics or quantifiable results they have achieved to demonstrate the positive outcomes achieved by the customer. Examples: A client reduced their working hours from 60 to 40 in the first 6 weeks of working with me, the client implemented a revised pricing strategy and at the end of 12 weeks, recorded £10k profit and worked fewer hours. 

  2. Tell a compelling story:  Case studies should tell a story that engages the reader and elicits an emotional response. Include details about the customer's motivations, struggles, and aspirations, highlighting the impact your business had on their journey. Incorporate quotes or testimonials from the customer to add authenticity and credibility to the story. Example; A client was able to take their first family holiday since starting their business 5 years ago, without closing the business, which meant they were still generating income while they were sitting on their Spanish beach for 10 days.  

  3. Make the story visually appealing:  Present your case study in a visually appealing format that's easy to read and digest. Use headings and bullet points to break up the text and make it easy to skim read. Incorporate relevant images, real photos if you have them, charts, or graphs to visually represent key data or illustrate your customer's progress. Use their memorable quotes about the difference you have made. A visually appealing case study is more likely to grab attention and leave a positive impression of your business and the difference you make.

By following these tips, you can create compelling case studies that effectively promote your small business and attract potential customers. Remember to customise each case study to showcase the unique value your business offers in different contexts or market sectors.


If you have any questions or need further assistance, please don't hesitate to reach out. I am here to support your business growth.

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