Secret to B2B Case Studies – Tell a Good Story

by Karen

Since nearly the dawn of the human race, stories have been a primary means of effective communication.

We’re pre-wired to respond to a good story. That means stories ought to be part of your B2B case studies.

Almost by definition, a case study is a story!

A case study first sets the stage – it describes a problem. Next it discusses the journey to conquer the problem. And it ends happily with the problem solved.

The structure of many great stories is to begin with a challenge or problem. The middle of the story centers on the struggle to meet or overcome that challenge. And it ends with a resolution that ignites the reader to respond to your call-to-action.

Do you see the similarity between a good story and a good case study?

Here are six points to clarify how case studies are powerfully effective and influential story platforms for your B2B company:

1 – To be relevant, as story has to have a purpose and a conclusion.

There’s certainly a good reason for telling the story of how your company solved a problem for a client. The reason is to demonstrate to other prospective clients that you can do the same for them. This moves prospects one step closer to buying your solution – your product or service.

What’s more, a purposeful story (a case study) is a call-to-action. So don’t forget to end your case study with a call-to-action (a conclusion).

2 – Get your audience to step into your hero’s shoes.

When writing reader-centric copy, your prospect is the hero of your story – NOT your company. They wisely chose your solution. They worked magic with you to fix the problem. Etc.

This approach puts your prospect in the shoes of the story hero. This gets them thinking how it will work for them. If Amalogmated Aviation can do this – so can we!

3 – Add emotion.

I don’t care what you sell and how technical it is . . . people make decisions based on emotion. Engage them with emotion. Make them feel how their work will be easier and their boss will be happier. Make them feel the relief.

If you want case studies that produce higher response, use emotion in your B2B copy. Don’t lose them in five seconds with dull, lifeless content.

4 – Employ the element of surprise whenever possible.

Who doesn’t enjoy a surprising twist in a mystery or any type of story? Can you share a benefit your solution produced that wasn’t expected? Or perhaps it did even better than expected? Or did you apply a solution in an innovative way? This makes your story [case study] more memorable.

5 – What’s in it for them?

It may be clear to you, but is it crystal clear to your prospects what’s in it for them? Are you sure it’s really that clear?

6 – Was there an “Ahha!” moment?

If the audience doesn’t “get it” … if they don’t say “Ahha!” … then your story flopped. How do you know if it worked and they said “Ahha”? What metrics are you measuring to quantify results?

Again, case studies are powerfully effective and influential story platforms for your B2B lead generation and marketing campaigns.

Don’t bore your reader with dry facts. Present them with a great story on how they too can be the hero by purchasing your solution to their problem.

Not sure you can tell a good story? Contact us. We’ll write one for you.


Photo credit: Via – FLICKR “thomwatson”

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