Creating Killer Case Studies to Boost Sales with Melissa Harstine
Episode 523: Show Notes
Today on the podcast we have Melissa Harstine. She helps creatives, coaches, and consultants land next-level clients with customer-centric copy and gripping case studies. As a trained journalist, she leverages her research and interview superpowers to write killer copy that makes readers think, “holy guacamole, did they read my journal?!”
Listen on your favorite podcast player
We’re breaking down everything about case studies today; what they are, how you can use them to land more clients, how you can use them to vet your clients, and to work with your dream clients. We also dive into how you should set up the interview, how to transcribe it, and how to repurpose your content. Everything about this process makes it seem so tangible and 100% worth it!
What Are Case Studies and What Can They Offer Me?
Case studies might sound a little serious and academic, but they will help you make more sales. If that’s something that sounds good to you, grab a notepad and pen, release your inner journalist, and take some notes. Case studies are an awesome way to distinguish you from your competition, as they offer more than just your standard testimonial. Today’s guest, Melissa Hartstine, has perfected case studies, and in this episode, we find out how she mastered the art of capturing stories and writing them in a way that compels clients. The most important thing to remember when creating a testimonial is that you need your audience to connect with it on an emotional level. Sound tricky? Let’s reframe it to make it simpler and less frightening. Think of your favorite movie. Now think of your favorite characters. Was it easy to identify with them? Were you feeling what they were feeling, at least to some degree? Well, that’s what goes into great case study writing; it’s about writing from your client’s perspective and telling their story in a rich and honest way. There are some particularly useful questions you can first ask yourself like, what would attract you to your business, and what are you looking for in future clients?
Make Sure You Make It The Best It Can Be
Serving your clients is a feel-good kind of feeling, but why let it end there? By asking your clients to take part in an interview, you can not only receive positive affirmation for your products and services, but you can now recreate the journey, and present it to prospective clients. To create a great case study, you need to ask a series of questions that will help you curate your story in the best possible way. To do this, you should align your questions with the case study’s structure. Namely, what their life was like before they started working with you, what life was like while working with you, and what life has been like since they worked with you. Now, let’s get into the nitty-gritty. When it comes to fleshing out your story, you want to pull your readers in from the very beginning. Remember: just like your favorite film, building tension and working your way up to a good climax is a surefire way to keep them engaged. A good rule of thumb is to start out with a hook, followed by a strong quote from your client. Making your case study the best it can be doesn’t mean you have to perfect just one iteration of it. Instead, you can repurpose your content to fit a variety of styles. Turn it into a standalone page on your website, transform it into a PDF for client pitches, or attach it to media kits; there are loads of options out there. Whatever you choose though, just remember you’re never the hero. You’re the best supporting actor, and it was your job to help your client reach their full potential; they’re in the driver’s seat but you had the keys to the ignition.
Using Case Studies to Shape Your Client Base
Your case studies might be amazing stories of client experiences, but just keep in mind they’re also pieces of marketing. So why is this important? Well, for every bit of marketing, there is a bit of strategy too, and you need to know what you want to get out of your case studies; what do you want to achieve with it? If you keep writing the same type of copy, you will keep appealing to the same type of audience. If you want to change your audience, you’ll need to change the way you write. One common mistake people make is that they end up writing in extremely broad terms so they can cater to as wide a market as possible. This isn’t efficient though, as the best way to maximize your market is to write specifically for them. This way, you can tap into your market to let them know that you’re not just offering a product or service, you’re offering a possibility; you’re solving problems and creating solutions, and it’s your product or service that is the answer. We know we said that you’re never the hero in your case studies, but that doesn’t mean there isn’t a “you” factor in there. Case studies are also opportunities for you to remind yourself just how great you are, just how awesome your product or service is, and why you’re the right person to help others.
Quote This
The first step to writing a great case study is talking to your customer and hearing about their experience and what it was like to work with you.
Highlights
What Are Case Studies and What Can They Offer Me? [0:03:44]
Make Sure You Make It The Best It Can Be [0:11:13]
Using Case Studies to Shape Your Client Base [0:25:30]
#TalkStrategyToMe [0:41:01]
Write out your list of questions that you want to ask.
Figure out what elements of that interview you want to include in your case study.
Then create an outline and dump your quotes in and build the narrative and flow.
ON TODAY’S SHOW
Melissa Harstine
Website | Instagram | Facebook
Melissa Harstine helps creatives, coaches, and consultants land next-level clients with customer-centric copy and case studies. As a trained journalist, she leverages her research and interview superpowers to write killer copy that makes readers think, “Holy guacamole, did you secretly read my journal?!” When she isn’t networking with a strong cup of coffee in hand, you can find her taste-testing a new Instapot recipe or blazing through a good book.
KEY TOPICS
Case Studies, Interview Skills, Marketing, Storytelling, Research, Repurposing Content, Content Writing
