What are some common pitfalls and mistakes to avoid when writing a case study?

It's easy to write about a project that you loved having a part in and excited you... What may be more of a challenge is to stand back and identify the details in the project that will interest and enthuse your audience. After all, your case studies are written to inspire confidence and hopefully lead to a sale. So focus on the aspects that will appeal to your audience.

I agree. I think case studies are to be well-respected because they are harder to write than one thinks. Not only do you have to know your market but include them in the case study from the outset. Otherwise, only one side of the story is being told. That suffers credibility. Also, having a strategy in place in addition to pain points, the role you’re after and the precise message you want to send is vital to the case study context. There are several other common pitfalls, however, the most important is having a call to action. It’s always so obvious to me but oftentimes overlooked. After having read the cast study, what next steps do you want? State it and guide them through the funnel.

As a strategic marketer who has worked in business development roles, I professionally loathe case studies without quantitative and qualitative data. Case studies are snapshots of successes, not just a visual story of work delivered. They should be client centered and speak to the problem, the solution and results delivered and should be used to demonstrate the agency's ability to deliver to client goal. I love to see strong numbers, statistics, and results after implementation especially for websites and apps.

One format that it's underrated is "the before and after". It's a simple format to use for creating brand awareness, curiosity and call-to-action posts. It will sound something like this... before I met with Eddie, my sales team was overwhelmed trying to get the next lead and make the next sale. After Eddie's system, we have a thriving sales pipeline with a 50% conversion rate increase. This simple and practical format, when used correctly, will expand your brand and increase the value of your offer.

I agree 100% as people often will not read a full paragraph so you want to include: - bullet points - tables - images - video links This allows the reader to scan to what intrigues them!

"Write drunk, edit sober" is a quote often misattributed to Ernest Hemingway. However this isn't great advice for anyone writing a case study. Instead, I borrow shamelessly from the golfer Bobby Locke to hone a much more pragmatic mantra for drafting effective copy:- "Write for show, edit for dough".

With ChatGPT and other #AI tools, it’s simple to have your material edited and gain insight on what’s missing as well and then edit quickly to ensure: - brevity - simplicity - impact Take time to review and edit as it will make a difference!

Case studies demonstrate reliability and help ascertain credibility. When used strategically, they have all sorts of longevity for the promotion of client work product across platforms and channels. Put the data on your website, newsletter, speak to it in your online and offline communications, create visuals to tell the story of your work product. Allow the work product to win you more business.