Episode 287: Write Case Studies That Get Clients Clamoring to Work with You

Any guesses on the fastest way to make people believe what you’re selling?

Show them proof.

That’s exactly what case studies do.

And it’s why case studies are one of the most valuable pieces of copy you can write—for your clients or your own business.

On this week’s Build Your Copywriting Business podcast episode we’re talking all things case studies so you can use this powerful storytelling tool to bring in business.

Whether you want to write case studies for yourself or add them to your service offerings, here’s what you need to know. 

TUNE IN: Spotify | Apple Podcasts | Stitcher

Looking for closed captioning or a transcript? Watch the episode on YouTube!

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A Sneak Peek at the Episode

[01:25] Case studies act like expanded portfolios that allow businesses to demonstrate complex, long-term engagements that a single image cannot capture. These narratives help prospective clients understand exactly what it feels like to partner with a company and see their real-world impact.

[03:08] You must view a case study as a storytelling tool and identify the overarching theme your client wants to convey. Kate recommends creating a detailed structural outline to get your client’s formal approval before diving straight into writing the full draft.

[05:00] For the preparation phase, assess available assets and conduct journalistic interviews with project managers, designers, and developers. Kate points out that interviewing multiple stakeholders provides a wealth of unique angles and perspectives that make the final piece much stronger.

[07:16] Outline the essential three-part storytelling framework, which focuses heavily on detailing the client’s messy chaos before finding a customized solution. Dig deep into the specific strategic considerations and unexpected hurdles to show prospective buyers how deeply your client thinks.

[14:14] How to highlight both tangible metrics and intangible benefits, like increased happiness or a seamless, pleasant customer experience. Nicki and Kate share tips on breaking up dense blocks of text using skimmable subheads, bullet points, pull quotes, and headshots.

[21:14] Nicki suggests using Zoom interview footage to create short video reels, allowing you to offer high-value multimedia assets to your client. We also discuss how you can pitch additional work by turning the completed case study into social media posts and email campaigns.

[25:00] Look around for businesses that lack case studies so you can pitch your storytelling services and secure fun projects.

Must-Hear Takeaways

“That’s what people wanna see, the thought process, and not just the final out out. How did we get from the messy chaos problem to this incredible transformation.” – Kate

“There’s some things that you can’t measure. You can’t measure the concept of ease, you know? … It’s a little less tangible but no less valid, especially if that was what your client was hoping to achieve.” – Kate

“They’re looking for a partner, someone who will help them. They don’t wanna have to think about this stuff themselves. That is where you come in and demonstrate exactly why you are so good at what you do.” – Nicki

Mentioned in the Episode

• 4 Things Most Copywriters Get Wrong on Their Portfolio Websites
• 5 Ways to Instantly Improve Your Copywriting Portfolio Site

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