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Getting started with case studies

by samabel
9 replies
Hi all,

I'm a new copywriter looking to get started by focusing on case studies.

There are a bunch of great resources for newbies in this forum already, but does anyone have any advice specifically for breaking into case studies? I need some portfolio pieces, so I'm looking to do some work for free, but I'm not sure who to approach or how to go about it.

Thanks!
#case #case studies #getting started #started #studies
  • Profile picture of the author wordwizard
    To get your portfolio going quickly - and benefitting YOU - why not create a product (or three) of your own and use those for your portfolio AND your case studies?

    You can also use a Clickbank product that's solid but has terrible copy and rewrite the copy under the condition that the product owner lets you know the numbers...

    Or offer a great deal to warriors in exchange for getting the results and being able to use the copy for your portfolio.

    Good luck!

    Elisabeth
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  • Profile picture of the author joe golfer
    I don't think case studies fall under copywriting. It's more like content marketing. Either way, here is one of the go to authors on case studies:

    Stories That Sell: Turn Satisfied Customers into...Stories That Sell: Turn Satisfied Customers into...

    Marcia Yudkin also covers it here:

    Where and Why to Submit Case Studies for Publicity

    Mock case studies are easy to create. Just follow the formula outlined in those resources and create a few of your own. Then you should be able to get jobs for $800-$1200+ from B2B clients. Hibbard's book talks about getting gigs.

    As in most writing gigs, the writing is the easy part. For case studies, you should be able to interview people well, so a background in journalism helps. It also helps to know how to skillfully negotiate your way through a company's various fiefdoms, getting the interviews you need while overcoming no shows, stonewalling and sensitive office politics.
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  • Profile picture of the author Alex Cohen
    Originally Posted by samabel View Post

    Hi all,

    I'm a new copywriter looking to get started by focusing on case studies.

    There are a bunch of great resources for newbies in this forum already, but does anyone have any advice specifically for breaking into case studies? I need some portfolio pieces, so I'm looking to do some work for free, but I'm not sure who to approach or how to go about it.

    Thanks!
    Ed Gandia did a helpful podcast on the subject here...

    Case Studies: How to Earn $200+ an Hour Writing Short Success StoriesB2B Biz Launcher

    Originally Posted by joe golfer View Post

    I don't think case studies fall under copywriting.
    It could be argued that they do - they have a persuasive purpose.

    Alex
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  • Profile picture of the author sethczerepak
    Check these out...

    https://www.dotcomsecretslabs.com/

    10 Call-to-Action Case Studies with Examples from Real Button Tests

    Which Test Won – A/B Test & Multivariate Testing Education for Marketing Professionals

    I also have hundreds myself, been collecting for 17 years now. I send them to my subscribers once a month.
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  • Profile picture of the author 06blawton
    Originally Posted by samabel View Post

    Hi all,

    I'm a new copywriter looking to get started by focusing on case studies.

    There are a bunch of great resources for newbies in this forum already, but does anyone have any advice specifically for breaking into case studies? I need some portfolio pieces, so I'm looking to do some work for free, but I'm not sure who to approach or how to go about it.

    Thanks!
    Are you targeting B2B or B2C clients? I'm going to go out on a limb and guess B2B. You'll probably get more work from these clients.

    I'd suggest picking a particular industry -- which will help you stay more focused -- and Googling what their prospects would.

    For example, let's say you want to target software development companies.

    Google "Software Development Companies in [insert your location]". Go on each company's website for the first 3 pages of Google -- or until you get bored -- and get their Marketing Manager's name.

    Then you can either call them or send them a letter.

    Explain that you're a freelance copywriter just starting out. Be straight and explain to them that you think you could re-write their case studies to make them more persuasive/easier to read.

    If they like the changes, all you ask for in return is a testimonial and permission to include it in your portfolio. If they're really impressed with the work, even dare to ask for a referral?

    Most won't even get back to you. Even if you'll do it for free. Sadly it is -- to some extent -- a numbers game.

    -- Ben Lawton
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    • Profile picture of the author Alex Cohen
      Originally Posted by 06blawton View Post


      Explain that you're a freelance copywriter just starting out. Be straight and explain to them that you think you could re-write their case studies to make them more persuasive/easier to read.

      If they like the changes, all you ask for in return is a testimonial and permission to include it in your portfolio. If they're really impressed with the work, even dare to ask for a referral?
      A new copywriter can get assignments without a portfolio, so there's no good reason to write for free.

      Alex
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      • Profile picture of the author 06blawton
        Originally Posted by Alex Cohen View Post

        A new copywriter can get assignments without a portfolio, so there's no good reason to write for free.

        Alex
        Alex,

        The point isn't to make money.

        I advised offering your services for free so the OP can practice writing/re-writing the case studies for a 'live' client without the pressure of "they've paid $1,000" for this" looming over his head.

        That said, I do agree that if you're confident in your skills you don't need to bother offering to work for free. Most clients -- unless they're REAL big hitters -- will be impressed enough if you ask the right questions.

        Both clients that I recently took on didn't even ask for samples; they hired me because of what I could do for THEM, not my other clients.

        Show your (future) clients the same and you'll be golden.

        -- Ben

        *One point that I'll add is that it might be worth having samples ready anyway. It doesn't have to be work you've done for a client. You can do them for a made up company. Although 90% of the time if you show your worth the client won't ask for samples, if it's for a large(ish) B2B company sometimes your client's boss can be a bit awkward and demand samples. Just FYI :-)
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  • Profile picture of the author samabel
    Thanks everyone! Very helpful. Plenty to go through here
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