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Copywriting Tips: How to Create POWERFUL Case Studies That SELL
Case study. Do the words make your eyes glaze over? You’re probably thinking of one of those dry case studies that might better be described as a cure for insomnia. They’re jam-packed with big, scary words and long lists of features that don’t seem to have anything to do with you.
But that’s not the way it should be. A case study is a story about how someone conquered the obstacles and achieved success. And a story told well can be powerful and memorable. Your prospects read it because it’s engaging, but at the same time it can persuade them and turn them into customers and clients. It compels them to take action – to give you their contact information or to buy now. 
So here some tips for copywriting a success story or case study that sells your business.
• Pick the Right Story.
Before you engage a copywriter or write anything yourself, ask --- is this story worth telling? Am I describing a problem my prospects can relate to? Can they learn from it? Is it going to add to the credibility of my business?
• Highlight it with a Headline.
Grab your reader with a headline that intrigues. Raise questions. Create curiosity. Offer a promise.
• Open with a Bang.
Hold on to that reader with a powerful, opening sentence. You’ve only got seconds to engage. Conjure up emotions that reveal the pain that emanates from the problem or the joy that would come from resolving it. Who’s involved? How will they be better off if they’re able to overcome the issue or tap into the opportunity? Create a little suspense and then let the momentum move you through the story.
• Reveal Your Breakthrough Solution
Here’s your chance to describe your unique approach to the problem. What resources did you use—people, products, services? What did you do that was new and creative?
• Trumpet Your Results
By definition you had some astonishing results otherwise you wouldn’t have started writing this story. So make sure you use specific statistics. Specifics persuade. For example, we saved $63,015, we increased sales by 15.6% or we generated 1,054 leads in two months.
• Copywriting Done Right
If you’re doing the copywriting yourself, make it as easy as possible. First, interview all the key players. Then get the story down on paper as quickly as possible. Don’t judge your copywriting because it’ll take twice as long.
Then EDIT. Remember, every word and every line has to NAIL your readers’ attention. The phone’s ringing, emails are invading their computer, their stomach is growling and there’s a pesky colleague is at the door. You’re FIGHTING for attention. Go ahead and grab it, and add case studies to you marketing mix to boost your leads and sales.
And, of course, if you need any help with copywriting your case studies, or any other marketing support, contact Carolyn Frith Marketing, LLC at 610-340-0622 or write cfrith@carolynfrith.com.
© Carolyn Frith Marketing, LLC, 2011.
Marketing consultant and copywriter serving the Greater Philadelphia Area and beyond.
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