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How to write a perfect customer case study

The Marketing Compass logoCustomers love case studies. They describe how a real person is using your products / services. They are equally useful in B2B and B2C marketing.

A case study is a story with a beginning, a middle and an end. It should be written in an engaging, informative way.

A key component is a testimonial statement. This can be included within the “What benefits are they receiving?” section.

Customer case study structure

1.  What was the customer’s situation?
2.  What specific needs did they have?
3.  What were they using before?
4.  Why did they decide to change?
5.  What were the customer’s objectives?
6.  How did they find you?
7.  Why did they decide to buy from you?
8.  What were their first impressions?
9.  What benefits are they receiving?
10.  What are their plans for the future?

I have written case studies from 400 words to 4000 words.

Write a descriptive headline and use sub heads to break the story up. It is fine to use bullet points. Include as much hard data as possible, including exact numbers.

Include as many direct quotes from the customer as possible, as this will make the story feel more authentic.

Include at least one photograph. It should show the smiling customer, whilst they are using your product or service. In addition, if you can film them, so much the better.

Ideally, you should have at least one case study for each market segment that you serve.

Clear the case study with the customer and then publish it as a blog within your website. Share the blog via social media and consider printing it.

Click here to read about Nigel’s copywriting training services.

Nigel Temple

Author Nigel Temple

Nigel Temple is a marketing consultant, speaker, trainer and writer. Topics include: AI / ChatGPT, Marketing strategy, Digital marketing, SEO, Copywriting, Mailchimp. Nigel is available to hire for a consultancy meeting, training workshop, speaking event or marketing project. Email: Or call Nigel on: 01628 773128

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