Why I Wrote This Guide
Well-written case studies have the power to smash objections, excite decision makers ahead of sales presentations, and champion your brand like no other type of collateral.
They’re potent, but fickle projects. Producing an engaging, memorable customer success story that authentically connects with your prospects requires a special kind of writer; one who blends incisive interview skills with journalism-grade writing chops and a penchant for tenacious project management.
I wrote this guide to help you find a quality case study writer in less time, so you can focus on warming more prospects for sales conversations.
Who This Guide Is For
I wrote this guide for marketers, sales managers, and anyone responsible for converting prospects into clients. You don’t write case studies yourself. You or someone on your team needs to find a professional case study writer. Most of all, I want you to finish this guide feeling certain that you’ll find someone who will capture and convey your customers’ success stories with all their energy and conviction intact.
How Much Of This Guide Should You Read?
This guide was written for you to read cover-to-cover. Each section builds on ideas from previous ones. If you believe Medium’s 275 words/minute estimate, this guide will take you around 30 minutes from start to finish. If you agree that case studies are some of the most memorable, convincing collateral around, then spending 30 minutes to find a high-quality case study writer quickly will be well worth it.
Let me know if you have any questions.
– Mike Russell
Keep these terms in mind
- Hero – The main person featured in the case study. Your case study writer interviews this individual. For the sake of simplicity, I’ve assigned the female pronouns (“she,” “her” and “hers”) to the hero.
- For contrast, I’ve assigned the male pronouns (“he,” “his,” “him”) to the case study writer.
- Hero company – Where the hero works.
Section 1 – What makes a case study writer different?
Writing case studies that prime prospective customers for a sales conversation requires a specialized skillset. Why? The writer must interact with your customers flawlessly. For that primary reason, case study writers must represent your brand like an ambassador, incorporate two sets of key messages into their writing, and guide the project to a successful finish. When he succeeds, he’ll deliver a compelling sales tool, plus a variety of original complementary material.
Read section 1
Section 2 – Before you hire a case study writer
You’re never really done producing case studies. As you acquire new business, you’ll always have more customer success stories to share. Get clear on these underlying questions to make your case study production process efficient:
- Do you really need case studies?
- Are case studies common and expected in your industry?
- Do you have customer success stories to tell?
- Are you spending too much time asking clients for a case study?
- What case study format will you follow?
Section 3 – What to look for in a case study writer
Your search for a case study writer will be quicker and more successful if you have a clear vision of your ideal. First and foremost, he should have engaging case study samples that make smart use of subheaders, balance narrative with client quotes, focus more on the client’s story and less on B2B SaaS solutions, and spare the reader from tangents. The people who’ve recommended him on his website and LinkedIn profile should be willing to endorse him over a short call. Familiarity with your specific industry will be helpful, but a curious, strategic mindset will be essential.
Read section 3
Section 4 – How to find your case study writer
If none of your first-degree connections will recommend a case study writer they’ve worked with, you might have some luck with the companies whose case studies you admire. Writers’ collectives will present a variety of choices, specialties, and experience levels. If you can afford their overhead, a marketing agency might serve your needs well. Failing that, Google will provide all the choice you can handle. Avoid crowd-sourcing services that put the onus of writing on your clients.
Read section 4
Section 5 – Questions to ask before hiring a case study writer
By this point, you’ll have just two or three strong candidate case study writers. Spend a half hour speaking with each of them. What they say and don’t say will give you a clear idea of whom you can trust to speak with your clients. Get a sense for their experience by asking about their process. Assess their strategic thinking by asking how many case studies they recommend you produce. Check their listening skills and inclination for asking follow-up questions. If you can’t decide between two strong candidates, invest in a practical test.
Read section 5
Section 6 – How To Ensure Your Case Study Writer’s Success
By hiring a professional case study writer, you can reasonably expect him to drive his projects to a successful end. That said, the old saying holds true: “the better your inputs, the better the output.” Give him everything he needs to begin quickly: a comprehensive case study brief, introductions to internal contacts, and a summary of competitive intelligence. Next, confirm the client’s tentative approval, and make the necessary introductions. When your case study writer delivers a draft, check that it has all the fundamentals and invite suggestions for additional content. Finally, if you’re slammed, leave the review process to him. Mostly.
Read section 6