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Writing an Effective Case Study? How?

by HassanAjmal
9 replies
Hi guys,

I'm working with a dog training company, building a direct response based website and I wanted a formula for writing an effective case study on their current clients/dogs.

I was curious if anyone had good examples that I could look at in other niches or the dog niche..

Its something like a sales letter, right? Problem > Solution > Results?

Can someone give me more details though?
#case #effective #study #writing
  • Profile picture of the author arfasaira
    Originally Posted by HassanAjmal View Post

    Hi guys,

    I'm working with a dog training company, building a direct response based website and I wanted a formula for writing an effective case study on their current clients/dogs.

    I was curious if anyone had good examples that I could look at in other niches or the dog niche..

    Its something like a sales letter, right? Problem > Solution > Results?

    Can someone give me more details though?

    A white paper is another term for a case study and you can easily create one with the following format:

    - table of contents
    - Overview of problem, solution and results (like an Executive Summary)
    - problem (state the problem)
    - provide a background to the report - the details
    - look at solutions (your product/service should be included and mentioned in such a way to make it look like the best solution)
    - Results
    - Conclusion
    - Appendix of evidence/supporting material

    You can google the term White paper and download some free reports on how to write one.

    You might not want it as detailed as a white paper - you'll have to discuss this with your client. Typically, you're using a case study to highlight why a particular product or service is better than the others.

    Always eliminate the alternatives with a simple rule - give the pro's and con's of each product/service ensuring your product service has lots of pro's and little cons. With the other products, you want to present some advantages and lots of disadvantages (preferably disadvantages that your product overcomes).

    I use this technique when writing autoresponders for clients - works an absolute treat because it helps to re-frame how the prospect is thinking and subtly shifts their thinking towards your product.

    Once you've written it, you can always add a full blown pitch for the product/service at the END of the report after the conclusion and before the appendix. Title it something like 'Recommendations'.

    And if you get a chance, trial it out with a few people to see how well it works.

    I hope that helps.

    best
    Arfa
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    • Profile picture of the author HassanAjmal
      Originally Posted by arfasaira View Post

      A white paper is another term for a case study and you can easily create one with the following format:

      - table of contents
      - Overview of problem, solution and results (like an Executive Summary)
      - problem (state the problem)
      - provide a background to the report - the details
      - look at solutions (your product/service should be included and mentioned in such a way to make it look like the best solution)
      - Results
      - Conclusion
      - Appendix of evidence/supporting material

      You can google the term White paper and download some free reports on how to write one.

      You might not want it as detailed as a white paper - you'll have to discuss this with your client. Typically, you're using a case study to highlight why a particular product or service is better than the others.

      Always eliminate the alternatives with a simple rule - give the pro's and con's of each product/service ensuring your product service has lots of pro's and little cons. With the other products, you want to present some advantages and lots of disadvantages (preferably disadvantages that your product overcomes).

      I use this technique when writing autoresponders for clients - works an absolute treat because it helps to re-frame how the prospect is thinking and subtly shifts their thinking towards your product.

      Once you've written it, you can always add a full blown pitch for the product/service at the END of the report after the conclusion and before the appendix. Title it something like 'Recommendations'.

      And if you get a chance, trial it out with a few people to see how well it works.

      I hope that helps.

      best
      Arfa

      Hey man, thanks a lot!

      I was curious though... in this case what I'm trying to promote is this client's dog training services. Now, I'm not really sure how I can compare his service to another dog training service in the area..

      I don't know how the other trainers work, and I don't want to slam people who are his competitors.. what do you think?

      Thanks in advance!

      Would a formula like this work:

      1. State the problem of the dog owner/dog.
      2. Speak about struggles and frustrations dog was causing
      3. Introduce my client and his services
      4. Show results of my client and his services

      Does that sound right? Do i really need to go into talking about other dog trainers?
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      • Profile picture of the author Drez
        One way to help the prospect "realize" that your service is superior is with something like:

        XX questions you MUST ask your dog trainer BEFORE entrusting your pet to them. (The answers will determine whether your pet will be SAFE in their hands)

        Then you skew the questions and answers your way.

        So if one question is:

        "Has their facility certified at the "Most Trusted" level by the American Kennel Club for XX years in a row."

        You get the picture.
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        • Profile picture of the author marciayudkin
          1. State the problem of the dog owner/dog.
          2. Speak about struggles and frustrations dog was causing
          3. Introduce my client and his services
          4. Show results of my client and his services
          You're on the right track, but this is not quite the best formula. I recommend instead:

          * Client's problem, including what was at stake if the problem continued
          * What was done to fix the problem
          * The results (be as specific as you can!)

          Good luck,
          Marcia Yudkin
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        • Profile picture of the author HassanAjmal
          Originally Posted by Drez View Post

          One way to help the prospect "realize" that your service is superior is with something like:

          XX questions you MUST ask your dog trainer BEFORE entrusting your pet to them. (The answers will determine whether your pet will be SAFE in their hands)

          Then you skew the questions and answers your way.

          So if one question is:

          "Has their facility certified at the "Most Trusted" level by the American Kennel Club for XX years in a row."

          You get the picture.
          Thanks for that.

          Curious.. what do you think of my current opt-in offer for people coming in off searches for "location dog trainer"

          "<Location> Dog Trainer Releases FREE Report Revealing the TOP 15 Mistakes Made by People When Training Their Dog.. And How to Avoid Them..."

          What do you think? Then we give away a free report and pitch our services..
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          • Profile picture of the author Drez
            I might add something edgier, dire and urgent to the end.

            For example: (Make even one of these common blunders and your dog may become "UN-trainable")

            Then in the copy you may want to have some teaser bullets (fascinations) that build curiosity - and DESIRE to get the report.
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            Mark "Drez" Dresner
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            • Profile picture of the author HassanAjmal
              Originally Posted by Drez View Post

              I might add something edgier, dire and urgent to the end.

              For example: (Make even one of these common blunders and your dog may become "UN-trainable")

              Then in the copy you may want to have some teaser bullets (fascinations) that build curiosity - and DESIRE to get the report.

              Thanks.

              So regarding the fact that this is a real dog training business and not setting up for an info product sale... do you think it is okay to give away a report speaking about mistakes made in dog training - as opposed to what you mentioned earlier, having a report that talks about the questions that a dog trainer must be asked before entrusting your dog to them...

              Do you think both ideas would be equally effective?
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              • Profile picture of the author Drez
                No reason you can't blend the two together (if it makes sense).

                If you pose the question -- the answer (reason why it matters) is the mistake people (even alleged pro) make ... that could jeopardize a successful training.
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                Mark "Drez" Dresner
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  • Profile picture of the author John_S
    I was curious though... in this case what I'm trying to promote is this client's dog training services. Now, I'm not really sure how I can compare his service to another dog training service in the area.
    There are several kinds of case history, most unsuited to marketing. Yes, they are used for marketing. Yes, they are advocated for marketing. They are simply unsuitable for marketing.

    Guess what. You can use a testimonial within the case history. What you are looking for is the "I've been to everyone in town, only [client] got [pet name] to stop [behavior].

    Think "Diary of a Lonely Girl" not "Adjustment to the Behavior Profile of Cannis Horribilous - case file #3536374-P"

    Show a video before/after. This service is especially suited to video. This proves the dog exists outside stock photography, and actually had the behavior problem. Going into what this person does others don't doesn't slam anyone.

    (Hint: If you're really good, you know to include a follow-up clip three to six months after to show the behavior modification stuck). Can't do that? Don't have that? Client is shy?

    Pretend it's the drunken frat party the client plastered all over their facebook page. ...But this time, he or she can wear clothes ...and face the camera.

    Case histories do not have to be dull, academic, formulaic, turn-offs. People just make them that way.



    P.S. I've heard enough "...but the client won't let me stories" to come up with my next product: Client Wrangler training videos. Seriously ...where's the client whisperer version of this product.
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