How To Write A Case Study That Sells Your Service

How to write a compelling case study?

I’ve recently come across some Instagram reels about the best practices for creating case studies. Unfortunately, I lost track of the reel, but I distinctly remember strongly disagreeing with the author.

On the surface, everything looked great. The author suggested the following scheme:

1. Write a paragraph about the project’s problem, or at least one of the tasks and challenges.
2. Show the solution.
3. Explain the most dramatic moment of the solution.
4. Knock everyone off their feet with impressive data results.

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The thing is, effective storytelling always features just one hero.

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For example, if you explain your client’s problem in the first part of your case study, and then switch to how you solved their problem, followed by some numbers that show them living a better life in your last paragraph, it might seem comprehensive. Sure, our brains are capable of understanding even the most sophisticated and confusing concepts, and sure, your clients aren’t idiots. But does this structure truly inspire them?

Will I see in my GA4 how readers of the case studies scroll slowly to the end of your case study and without any hesitation click your CTA? Perhaps. But I have more doubts than answers. And that’s the key.

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We all need to be inspired

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We all need to be inspired; we all need to stop thinking, weighing pros and cons, and effortlessly make the best decision of all. Simple decisions are made because our hormonal systems turn off our rationality, not because we are mathematical machines able to predict the future.

My point here is this: I don’t believe any text can sell better than one that humans can read without struggling. The easiest stories to read are inspirational stories. And every inspirational story must have one hero. Just one. That is the story about the hero’s journey: introduction, challenge, a brush with failure, and triumph.

Any text can sell better than one that humans can read without struggling

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But who is the Hero?

I see there are two options, and the choice depends on your purpose. You can either highlight yourself or your clients as the hero. By focusing on one hero, you can create a narrative that resonates more deeply, compelling your audience to engage more fully with the case study.

The most interesting observation from my experience as a TV producer is that once authors grasp the core structure of storytelling, they stop struggling with creating the final product—case studies, in this case. This makes it easier for your website visitors to read, and for business owners or marketers to create, ultimately enhancing the overall engagement and effectiveness of your website content.

Interested in seeing an example of a compelling case study? Subscribe to my email list below, and I’ll send it to you it.

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