Case Studies are powerful tools you can leverage to let your biggest fans say things about you that you can't say about yourself. Learn how to use content to move people to action: http://goo.gl/us0z3

1. THE 4 SACRED RULES
OF WRITING EFFECTIVE CASE STUDIES

2. Case studies are powerful tools
that help others say things about
you that you may not necessarily
be able to say about yourself.

3. 36%
64%
64% of B2B
marketers rate case
studies as the most
effective content
marketing tactic.

4. Case Studies Support The
Sales Process By…
!
1. Capturing real world experiences
2. Featuring your biggest champions
3. Providing proof of concept for prospects
and leads

5. How can you guarantee your case
study produces results?

6. 4 SACRED RULES FOR WRITING EFFECTIVE
CASE STUDIES
1 Let your clients and customers do the talking.
Don’t put words in their mouths. It will come off as inauthentic and not genuine.
2 Let the experience of your clients or customers drive the story.
Case studies are not an opportunity for you to cram in organizational messaging or try to
outline your sales pitch. People read case studies because they want to validate their ideas
through the experience of others.
3 Always give everyone interviewed a chance to review and
approve what you’ve written.
Your clients and customers are speaking on your behalf. It only makes sense for you to
give them the chance to review.
4 Avoid building a case study around the experience of one client or customer.
One experience can easily be discredited as unusual or out of the ordinary.
Two is better but still not as strong as three.

7. Obvious Benefits
!
1. Generate new leads.
2. Create helpful resources for sales.
3. Increase brand equity and thoughtleadership.

8. Unexpected Surprise
!
You get a great excuse to connect with some
of your biggest champions and give them a
chance to share their enthusiasm for you and
your product or service.

9. What are you waiting for?

10. BEN STROUP ENTERPRISES
TWITTER: @ben_stroup
LINKEDIN: Ben Stroup
E-MAIL: ben@benstroup.com
!
GOOGLE+: +Ben Stroup Enterprises
WEB: benstroup.com