Making the case for case studies that resonate.

For B2B case studies, the rule seems to be “the shorter, the better.” Strip everything down to the problem/solution/outcome format in as few words as possible. 

I’m generally on the side of efficient communication, encouraging writers to reduce word count, streamline paragraphs, and use fewer buzzwords, but case studies offer a unique opportunity to blend your problem-solving skills with small but significant details that showcase your client relationships. Take the opportunity to showcase your business and human sides. 

Three steps to writing case studies that connect. 

Step 1 – the business problem from the client team’s perspective.

It feels natural to lead with a business problem.

The accounting system was delivering abnormalities that were leading to inaccurate billing and lost revenue.

But behind an accounting system gone wrong, you will almost always find a very stressed-out team. They’re spending long hours trying to identify the issue, feeling stress from multiple areas in their organization, and probably spending some late nights as a result, missing family or social events. 

So, let’s revise the case study with details we can all relate to by adding some human interest:

Our client, a midsize manufacturer, reported a software glitch in their accounting system that was causing invoicing issues and underbilling. As a result, the team was experiencing pressure from multiple departments, lost revenue, and a backlog of added work. Team members were working late to try to identify the issue and keep up with their schedules, missing family and social events, and (for some members of the team) a very memorable Little League season.

Now we know what’s at stake for the business and for the team, and stakes make a story much more interesting to read.

Step 2 – Reveal the humanity in the solution you create. 

Describing your approach should, of course, deliver information about the products and services you implemented, but you’re missing the point if you simply state:

We identified the source and developed a custom solution using the LXS-4000 technology combined with a two-week audit.

In a relationship business, building connection and trust is just as important as delivering solutions, and the case study format is an ideal place to demonstrate your commitment to both.

It might look something like this:

We realized the team was under a great deal of pressure, so we quickly arranged a brainstorming session with them to accelerate the discovery process. Within a few hours, we identified several possible causes and began testing. Within a week, we implemented our LXS-4000 technology and saw an immediate improvement.

Now your case study outlines your diagnostic skills and the value of your technology. You’re also differentiating yourself from those other robot consultants who arrive, listen only to management, implement a solution on their timeline, and leave. Your firm reacts to a team in crisis, respects their input, and designs a solution that addresses their real issues.

Step 3 – an outcome that brings it all home. 

Another thing that always baffles me about case studies: they often end with the solution implementation and rarely reach back to the client to deliver a true feeling of resolution. So, in our example:

The LXS-4000 addressed the issues and the team was able to mitigate future invoicing abnormalities.

In our story:

The LXS-4000 addressed the software misalignment, and we continued testing for two weeks to be sure there were no further inaccuracies. The team was able to get back to a normal schedule without fear of underbilling, and during our last on-site QA visit, they invited us to the local Little League championship game (we won!).

Why does adding a bit of humanity to case studies work so well? 

The clinical case study approach delivers the facts. Adding small details about the team, the difficulties they were experiencing, and your unique and personalized solution turns a list of details into a slightly more interesting drama. The drama makes the case study more readable and also makes it more memorable.

Your potential clients are sifting through case studies to identify the right fit for their company. Surprise them with a relatable story and show them how much your team cares about good client outcomes ad strong relationships. They’ll be more likely to select your firm.

Want to add a bit of humanity to your next case study? Give us a shout.