8. Case Study

What it is:

The case study is a document, typically 1 - 2 pages long, that combines the first-person authority of the testimonial with the narrative structure of a story. Based on real-life events, it leverages reader empathy with the featured client to build credibility and trust.

A cool tool for:

• Service businesses that need to "sell the invisible"
• Companies that want to overcome customer/client skepticism
• B2B organizations in new or unfamiliar markets/industries

Not so hot for:

• Simple products/commodities
• Companies whose clients won't cooperate
• New businesses without client successes to draw upon

SPAFAX
	Through vivid case studies available online, Spafax can show - not just "tell" - the value of its services in entertainment, publishing, interactive, production and advertising.

3 key play points:

1. Most case studies follow a simple, three-stage format: challenge, solution, results
2. Use direct client quotes to reinforce the story, especially when addressing the results
3. Share case studies online, in direct mail, in press kits, as sales handouts, etc.

Bonus Links:

• How to Create Case Studies via Return Customer
  

Chapter 7 - Audio Book

Chapter 9 - Article