How to Write a Compelling Case Study

How to Write a Compelling Case Study

Earning someone’s trust is challenging. How much more earning a potential client’s trust? It is a tall order. You need to prove that you are as good as you say on paper. You have to show them that you can deliver what you promised. In other words, they need cold, hard evidence of your experience and your credentials. And there’s no better way to do that than through a case study. The problem, however, is how to make it as compelling as possible to get their ‘Yes.’

What’s the secret ingredient?

Simple. You don’t need a case study.  Read on why.

First of all, the word case study sounds boring and technical, like a doctor declaring his diagnosis and prognosis filled with medical mumbo-jumbo. With this idea stuck in your mind, you will most probably end up writing just as what you thought in the first place – a lifeless, incomprehensible story that tries hard to impress with technical jargon.

And who would want to read this kind of stuff? NO ONE.

It is the scenario you don’t want to happen.

Thus, the first thing you should do is abandon the idea of a ‘case study.’ You don’t need it. What you need is a story – something that is authentic, compelling, and relevant to whoever your target audience is.

Writing a ‘Story’

As you write your ‘story,’ think like the reader. What kind of stuff would make you drop everything you’re doing because you saw this interesting plot, and you’re suddenly filled with so much curiosity that all you want is read it?
Hold that thought in mind because there’s one hurdle you have to  make before you can start writing your ‘masterpiece.’

Here’s  How to Write Content that Gets Read and Shared

Building Trust

When you write a ‘story,’ you need to choose a previous client you’ve worked with. You need permission, a plan, and quotes for the story. However, not everyone is happy to tell their stories fearing they might accidentally share their ‘secret ingredient’ to their competitors.

Another challenge would be that the company you want to write about is working with other companies whose business is similar to yours. If such is the case, tell your client that you understand, and you are happy to be one part of their story. Once they agree, you now have full control to make that story as exciting and interesting as possible.

Related: The 3 Different Hats You Need to Wear to Gain Your Merchant Clients’ Trust

Getting Your ‘Story’ Ready

Just like building or cooking, you need to build the base or foundation of your story. In this case, you start with three – client, challenge, and solution.


Any story has a main character – a protagonist – and in your case study, it’s your client. Begin by introducing the client, the nature of the business, the industry where they are at, their location, and the type of campaign you are doing for them.

It will give your readers an in-depth knowledge of them to establish a connection to your subject. Failing to do so will defeat the purpose of your case study. And when there is a disconnect, the story will not be relevant, and there’s no point why you created it in the first place.


After you established your character, present the conflict/challenge your client faces. What’s the biggest obstacle that needs to be solved or addressed to? This will give your readers an idea how the company is before and after the solution.


Your solution must contain the process and the ROI in detail. Allow your client brag about why they love your service. You might be surprised with the myriad of reasons why they love the solutions you have provided. Dig deeper why they are satisfied. This, in turn, will create buying triggers for your readers.

Highlight three to four benefits or advantages, and present them in high-level bullet points briefly explaining the meat of the case study. These benefits should be appealing to the pain points of your target audience.

Once you have all these three basic ingredients, it’s time to add the spices and garnish to make your case study more attractive.

Might as well check these sample case studies that we recently published:

4 Other Essential Elements of a Compelling Case Study


This should come from your client, and the message should resonate throughout the text.

Compelling Title

Before you even start your formulating your hook sentence, start with the title first. It should be the first impression you will project to your target audience.

Information about Your Company

It could be as short as one paragraph to give your readers a bird’s eye view regarding your company, specifically some notable information and your contact number.

Call to Action

Any ‘story’ not only has a good beginning but an amazing ending as well. And what better way to end your case study than with a CTA that encourages your audience to respond.

To understand more about compelling case studies, here’s an example that focuses on the abovementioned points.

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.