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Lisa Shepherd

b) The best business results—focus on the quantifiable
results of dollars ($), percentages (%), and numbers (#).
Anything with those symbols catch readers’ eyes and
speak directly to their needs.

c) The most relevant to your marketing goals, so that your
most coveted prospects will find something that will help
you sell to them.

When developing a portfolio of case studies, create examples
that cover the range of benefits you deliver and the range of
industries you serve. Start by drawing a matrix of the industries,
benefits, and results you want to showcase, and then identify
potential case studies that fit into each of those categories.

How To Develop A Case Study

When embarking on your first case study, it’s important to
develop a framework to serve as a template for future case
studies. This will save you time down the road.

Case studies typically follow a basic framework of challenge-
solution-results. A successful case study layout covers eight
key components:

1. A profile of the customer
2. An explanation of the challenge
3. An explanation of how your company’s product/service

fixed their problem
4. Clear summary of the results/ROI
5. Testimonials or quotes
6. Bold title
7. Strong visuals
8. A brief “About Us” (typically on the last page of your case

study) with a link to your website where prospects can
learn more.

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© 2012 Lisa Shepherd