Stop writing a boring case study! You know, the ones where you just show some before-and-after data and say how great your company is. Let’s talk about how to write a product case study.

Case studies are useful, but they don’t get the reaction that we hope for.

Don’t settle for okay.

Today we’re learning how to write a product case study for your prospects, and this includes how to write a case study on a person, overcoming objections they might have about you or your product. The goal is for them to want what you offer.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Why Most Case Studies Have Failed to Close Sales

Most boring case studies are missing the following three things:

The results are not explained at all.

And without context, those quotes and stats mean nothing to your reader. They may see it as a great achievement for this other company but not know if it will work in their own environment.

When it comes to how to write a product case study, you need to show that what they are going through is not unique. You have helped people just like them.

As I said before, here’s how you do this.

Case studies are often emotionless and don’t take into account the emotions of people within a company.

You have to be able to connect with your customer on an emotional level. You can’t just rely on data.

Data without emotion is like having one arm tied behind your back. You need both data and emotional appeal to make a sale.

If you want to make an emotional connection with your customers, then

Tell a story about someone who’s just like them and how they achieved success.

In knowing how to write a product case study, show them the benefits of buying from you, and let them see how they’ll feel when it’s done.

Traditional case studies are not enough to answer the question of “why should I buy from you?”

As a company, you want to be unique. You don’t want your prospects walking across the street to go speak with another competitor because there is nothing different about what they offer.

You want great case studies that show how your business offers the only solution to their needs.

So, how to write a product case study and make it effective?

I’ve used this formula for years to help clients succeed.

I’ve blended this book with direct-response marketing techniques to help you close sales. I modeled it after the hero’s journey that we see in movies and books like Star Wars.

Let’s dive in.

7 Essential Steps

How to Write a Product Case Study Step 1: Connect with the reader

You want to have a good match between your prospect and the person company in the case study.

You want to make sure that they think, “This company is like ours,” or “I could see myself working here.”

A company needs two things to get that reaction: an appealing product and a persuasive salesperson.

Try to connect with them on the outside. Show that this person and their company are just like you.

For example, let’s say a company is struggling with onboarding and you want to share an article about the struggle. You should find a case study that’s as close to their situation as possible.

I recommend creating a whole stable of case studies. This way, no matter who comes to you with their problem or project, you’ll have the perfect story that will help them.

If you want to sell a product, connect with the buyer’s emotions. Remember their desires and fears.

A company might say, We struggled with our onboarding process. But instead of saying that, they could also say: Article: A good way to make a statement about the success rate is as follows:

Employees were unhappy because of the high turnover rate, and they worked long hours at their desks.

The executives worried that more people would quit. If this happened, the company may soon go under and all of the employees who had given so much to keep it afloat will be let go.

This example might seem a little over-dramatic, but it’s the type of story that will get your reader on board with what you’re trying to say.

For your introduction, make sure to relate with the prospect and tell them how you can help. Let them know that they’re not alone.

When interviewing, you’ll want to cover the following: – What is your desired salary? (Salary negotiation) – When can you start working and what are your availability hours/days? (Work ethic) – Why do think we should hire you over other candidates for this position? (Why they would be a good fit in their new role.)

  • General background information, such as company size and years in business.
  • The number one problem they faced was the need to get more people in.
  • They wanted to be able to give back and have a sense of belonging, so they were looking for companies that would offer volunteer opportunities.

How to Write a Product Case Study Step 2: Their search for help

This is the step that most people forget to include in case studies. But it’s vital if you want to stand out from everyone else.

Customers don’t just come to you when they have a problem. They may shop around or try and solve the issue themselves first.

You can use this opportunity to show why you were the best person for the job.

Talk about the time and money they wasted with other options, and how those made their problem worse.

For example, maybe they were missing out on earning more money because of this issue.

Here are some points to consider when you write this section:

  • They tried many different ways to solve the problem before they came and asked for your help.
  • I had to discard these options because they just weren’t enough motivation for my salespeople.
  • When a problem can’t be solved, it creates negative consequences.

How to Write a Product Case Study Step 3: Working with you

When it comes to sales, showing and not telling is key.

When I interviewed for my first job, I talked about how happy the customer was with their work and why they chose me.

It’s also a good idea to mention any objections your customers had and how you helped them overcome it. For example, maybe they were worried about the price or shipping time.

Let’s say you have a special onboarding process nobody uses. You can teach them one thing about it, and show how your customer applied that to see results.

Your case study isn’t just some marketing fluff. It has value, which is worth reading and sharing.

You’re also triggering reciprocity. You help them find a job and they will be more likely to turn to you when they are ready for their next purchase.

I share three lessons that the reader can use to help them right away. And I link these lessons back to what makes my client special.

This section should include these things:

  • Why they thought your company was the right fit for them
  • What the experience was like
  • I helped with their problems and that’s how I dealt with them.
  • You learned from your customers what they need to know.

How to Write a Product Case Study Step 4: Results

First, share the data and let them see before-and-after numbers. Second, tell a personal story that illustrates how you or someone else used your product.

Second, share the less tangible results from your company that aren’t as easy to measure but have a big impact. Things like morale and happiness are important for example.

There’s a lot of discussion and debate about retention rates, which can be good or bad to say.

It’s better to discuss the impact that this had.

For instance, you might say that before this initiative.

The employees were so afraid of being fired that they walked around the office like inmates on death row.

The company changed for the better when I enforced these changes. People are no longer isolated in their departments, but instead working together to create a more inclusive environment.

Some things to include in this section:

  • The stats your clients achieved, the data they collected, etc.
  • They achieved great results, even though they couldn’t quantify them.
  • Why those results mattered

How to Write a Product Case Study Step 5: The new normal

You can also emphasize how your product or service will help the company in the long term.

It’s important to show them what their business life could look like when they work with you. Explain how working with your company will help them achieve big goals for years to come.

For example, maybe you have quotes from a CEO who says that increased retention has helped their sales team crush the quarterly goals. Or you get quotes from employees saying how proud they feel working for a company where everyone is valued and firing on all cylinders.

Here are some things to include: – Acknowledge the importance of diversity in a workplace environment. – Discuss how it affects your company and its employees customers now or in the future.

  • What were the results like, and what does my everyday life look like now?
  • Im not sure what you mean by that.
  • What are they planning to do next?

How to Write a Product Case Study Step 6: Overall feedback and advice

This is where you let the customer talk to your prospect through social media, email, or phone.

Let your customer share their experience working with you and why they would recommend it. This way, the person considering hiring you gets to hear from a happy customer what makes them special.

Things to include:

  • The customer’s overall experience with your company and products
  • What your customer would tell a potential employee about working for you.

How to Write a Product Case Study Step 7: Call to action

Once you get them emotionally engaged, it’s time to overcome objections. You can prove that your company is the only one who can help them.

Now, let them buy.

I recommend you call them or ask them to buy their product so they can see your sincerity.

It’s important to make it easy for your customers to give you money. Just get the ball rolling by getting them on board.

How to Best Use These Case Studies

The advantage of this type of case study is that you can use it at any point in your sales process.

You can use them to generate leads, and they’re especially useful for building trust with potential buyers.

When my clients send prospective case studies of people just like them, it often closes the deal.

When a company has good case studies, it saves time and shortens the sales cycle.

If you want to be more successful, know how to write a product case study and try creating some new and exciting ones.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.