A well-written case study can be the key to winning you a new customer. Thanks to the information it contains, you can present a project you have already carried out in a professional and convincing manner and, above all, what results were achieved. A company case study is a pictorial complement to your offer that can make the difference between a client and you. Find out more about what it is for and how to prepare it!
What is a case study?
The presentation of your successful project is the case study. What does this mean in practice? Well, a case study is a kind of portfolio of your work - a reflection of what you did, what problems you faced, with whom you cooperated and what results you achieved. Polish equivalents of the term "case study" are "case study" or "case analysis".
If we wanted to put the essence of a case study in the simplest possible way, we could call it 'description of implementation'. However, the distinguishing feature is a clear focus on figures and a measurable presentation of the results of the work. This makes our case study credible to the potential client.
What is a case study used for?
A case study is first and foremost a unique marketing tool. It is worth pointing out that there is no room for empty slogans and promises - the case study contains specifics. It is thanks to it that we can present what we actually do and the benefits that cooperation with us can bring.
Case studies are used in virtually all industries. Sectors whose activities are a mystery to most audiences, such as marketing or IT, stand to gain the most from it. With a case study, you will make a potential client aware of the measurable results of your work and show what real problems you solve. Familiarising yourself with such an analysis allows you to find a point of reference for your business, draw your own conclusions and consider a partnership. 
What should be included in a good case study?
A well-structured case study is really half the battle. We can brag about incredible achievements, but if we present them to the client in a chaotic and ill-conceived way, we can achieve the opposite of the intended effect. Therefore, it is not worth reinventing the wheel if you can use proven solutions.
Firstly - recall the basic structure of texts, the same one you followed years ago when writing a dissertation or essay, i.e.:
- introduction,
- development,
- completion.
These three simple elements are a reliable framework for your future case study that logically organises what you want to present.
What else is worth bearing in mind? First and foremost, a case study is not a dry description - it is still a marketing tool, so the form should be attractive. Therefore, the finished analysis should not be a wall of inaccessible text. Write an interesting story, interspersed with factual evidence such as statistical and analytical data. You can include feedback and recommendations from the client whose case you are describing. This will lend credibility to your words and show the other side's point of view, so you will generate more interest in the example you are presenting.
The course and chronology of the case study - how to take care of them?
As we have already mentioned, a good case study is one that is based on three basic elements, namely the introduction, the development and the conclusion. These allow you not only to capture the point, but also to maintain chronology. Pay attention to what content should be included in each part of the presentation - this will help you avoid chaos.
The introduction is the place to introduce the recipient to the topic and outline the context. Include here who the client you are describing is and what problem they have approached you with.
The elaboration is usually the most comprehensive part of the case study. Here you should show your perspective, your idea for the project. Focus on an attractive description of what activities and tasks you planned, what methods you used and what problems you encountered. Examples of ideas for solving them are also important, even those you have abandoned. It is worthwhile to explain to the client the reasons for the actions and their consequences, so that you can prove your competence in the field.
The conclusion is the place to show the results of the work presented in the elaboration and to include the data collected. In addition, the summary should have clearly formulated conclusions and a set of concrete results that the project has produced. 
Charts and figures, i.e. facts in a case study
Case studies are inextricably linked to statistics. Make sure they have an interesting form. Extensive tables with a string of numbers are out - opt for charts, infographics and graphs. This will help you avoid the wall of text mentioned above and will not discourage the reader from reading your case study. Studies show that it takes only 1/10 of a second to understand a visual message and 30 seconds to read a 200-250 word text!
The results of your actions should be memorable and clear, so pay attention to what information you want to convey to the recipient. Rather than creating long sentences packed with numbers, use easily digestible, concrete messages. Don't write that the client's annual turnover has increased by X£, present it as a percentage.
How long should the case study be?
In reality, there is no one universal rule as to how long the ideal case study should be. The description will depend on our personal preferences and how elaborate the example project was and where we want to include the analysis. Among experts, some are advocates of short forms, containing specific information, while others prefer long and elaborate material, supplemented by customer feedback.
When deciding to create your own case study, it is worth considering where you want to publish it. On social media, a short presentation of the problem with interesting graphics, for example, will work better. On your own website, on the other hand, you can create more extensive material, a kind of article answering the most relevant questions. Interestingly, according to a BuzzSumo study, content longer than 3,000 characters was more readily shared than content with fewer than 1,000 characters. However, it is worth watching your own statistics. 
What is worth including in the case study summary?
Finally, let's discuss one last part of each case study. How do we write a summary that will get our audience to use our services? We'll say it again - make the information you post credible. Described achievements, tips and results, or even presented data will not convince the reader as much as the opinions of clients you have already worked with. It is a good idea to ask the expert to speak briefly, so that you make the narrative credible. Especially if the client was satisfied with your work, you should have no problem writing a few kind words.
You may also be tempted to conduct a short interview. You've probably taken some notes during the course of the project to help you frame interesting questions, such as what made the customer choose your product or services. The answers may be interesting from a potential collaborator's point of view.
After reading your case study, the recipient should be able to contact you directly, so include relevant details or a form at the very end for setting up a collaboration meeting.
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