Customer case studies are an excellent promotional tool. Offering up customer recommendation has real editorial power and can help establish a real sense of credibility in the minds of potential customers. But what is the best way to describe those all-important tangible benefits and returns on investment?


Firstly a powerful headline and persuasive opening paragraph, most case studies can be written to fit a kind of formula. For example, describe the customer; the existing problem; your company’s proposal; the selection criteria; the challenges overcome; the implementation; the result and benefits achieved; and feedback from the customer.

Avoid jargon and sales patter at all costs. Phrases like ‘global leader’, ‘market authority’ and ‘best-in-class’ are an instant turn-off for editors and readers alike.

Other important factors to consider are the appropriate inclusion of a few short cross-headings, and article length. Too short and the case study will likely lack the detail that makes it intriguing; too long and it will simply inspire the editor to take out a pair of scissors. Finally and in many cases the hardest part always seek approval from the customer and third party. But you would do that anyway wouldn’t you?

For the remaining tips on effective case study writing, download our Top 10 tips for case study writing.

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