Now, imagine you’re the owner of these training facilities. What would you do to persuade them?

You can make a persuasive case study to overcome their objection. You can feature success stories of young men like them, who just came in as novices, and now have black belts and trophies lined up on their shelves.

Are you selling B2B SaaS and Enterprise products? Similarly, case studies can persuade your prospects to buy. Case histories make it easy for the potential customer to understand the results of  using your service.

While writing a case study, you want it to be true, credible, authoritative, and persuasive. You don’t want it too salesy, you don’t want it too editorial either.

For this reason, you can choose from proven formats of writing case studies.

1. The first format follows a chronological sequence as the story happened.
2. The second architecture, I’d recommend, is the PAS approach – a persuasion equation that makes our case study believable.

If you ever get a Marketing Qualified Lead, it means a prospect knows your brand story and is interested in using your SaaS. For this reason, we can write a case study to other potential clients too so they know our story. No, not a company story, but customer success stories of people who had similar results to what the prospect desires.

4 Simple Steps To Writing A Persuasive Case Study

When writing your success stories, follow these steps:

1. Choose A Client: You’ve already specialised in serving several niches. Each niche needs a few case histories. Your niche is your ideal client. If you have a FinTech serving rural banks, you’d want one case study on how your software transformed efficiency and revenues of a rural bank. If you’re a coach or consultant, it will really help to make a case study of your successful clients. This doesn’t have to be complicated. Do you have a past client list? Good. Reach out to each of them and request that you’d like to feature them for a case study. Offer something of value in exchange.
2. Choose A Desire: Once you have the permission, choose between 2 timeless desires. You can help people make money or save time. You can have case studies that praise your ability to cut costs or increase profits.. If I want to go to Mars, I’m definitely going to read a story of how someone else went to Mars. That’s the desire.
3. Identify The Challenge. Ask questions highlighting the challenges your client faced. What’s the general problem of people in your niche? What are their urgent needs? What specific problems does your product solve? And what are the perils of flimsy solutions in your marketplace?
4. Present The Solution: The writer should explain action items taken to solve the problem. Ensure you have a unique solution. Otherwise, you’ll be writing a case study sending prospects to your competitors. Always prove everything you say with product features, screenshots, testimonials, credibility, and track record. End your case study with a call to action inviting clients who have similar needs.

Choosing A Theme For Your Case Study

Now case studies don’t have to be all over the place. There should be a single theme surrounding each case study. Enterprise products and B2B products are al known for their distinctive features.

The themes vary from:

1. SaaS coaches and consultants can have hidden secrets and ways of doing things that would help their clients grow.
2. Case studies can rely on analysis done by independent firms on performance features across your market. Your software is the specimen.
3. You can achieve niche domination by focusing on solving one urgent problem so all case studies have a singular theme.
4. New inventions, as the market always like new breakthroughs in technology.

Writing Your Case Study

Write the case study using the PAS approach described above. Describe the Problem, Agitate the problem, and present the Solution. Go beyond typical marketing noise by backing up your claims with proof.

Write in third person. Tell your story with both logical argumentative points and emotional points. Tell the story vividly, case studies have a limited word count.

Also, picture the results. Use photos, before after pictures, figures, charts, whatever drives the point home.

If you don’t have the time, you can use a b2b case study writer.

Adding Persuasive Elements To Your Case Study

The fact that it’s a case history doesn’t mean it’s persuasive. You have to execute the PAS approach very well. Other persuasive elements include:

• Let someone customers trust tell the story. The CMO, CEO, or someone with a brand.
• Cut off other nightmare stories on review sites. Negative case studies will work day and night against your real case studies.
• Garner positive reviews on review sites like G2 to enhance credibility of the company.
• Use real-life examples instead of statistics. Instead of saying: 3 of 5 employees waste time at work, give an example of the two employees who didn’t waste time, thanks to ‘your time attendance management system.’
• The hero of the case story should be someone the reader identifies with. Your target audience or an influencer endorsement.
• Appeal to self-interest rather than general benefits. Self interest appeals include being better performers at our roles, better CMOs, better CEOs, better parents, better developers and much more.

Promote Your Case Study

The next step is to take your message out there.

• Promote blurbs on social media. For example: Hey, I came across 'your case study title here' what do you guys think?
• Turn your case study into a playbook, launch content as a PDF on Product Hunt. JVZOO, etc.
• Post case study summaries in relevant slack channels.
• Use HARO to send your case study as a research tool for journalists.
• Submit content as news through press releases.
• Partner with influencers, or let influencers be your case study, automatically tapping into their audience.
• Repurpose the interview process into a YouTube video
• Make infographics that tell the story, share through Pinterest and Google Images.
• The How-to transformation could be a short course on Udemy.
• Post a Facebook story
• There’s always a question on Quora for which your case study is the answer.

The facts are, people don’t read text testimonials especially if you stack them up together. However, they read case studies. I’ve been writing for tech companies since 2016 and I know how vital case studies are in generating more qualified leads.