What makes a great case study

2nd Mar 2015 0 By Juliet Platt

Watertight Marketing guru Bryony Thomas is a clever old stick.

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Not only has she created a breakthrough book about marketing for small businesses, PLUS a 12 week programme to help entrepreneurs put their marketing ideas into action, PLUS a national network of accredited marketing consultants – she also knows a thing or two about what makes a great case study.

Well just one thing actually. The most important thing.

After listening to her speak last week I had to ask her. It wasn’t a test (though I pretended it was). I was so impressed by her presentation my need to inquire was more about being sure this individual shared my view on what makes case studies tick. I guess I was looking for success by association.

So I asked.

“Bryony, what in your opinion is the secret to a great case study?”

The forthright adoptive Bristolian fixed me with her steely blue-eyed gaze and gave me the answer I was hoping for. The only answer there could be.

“Human interest,” she said, without blinking, without shifting.

“Nobody finishes reading through a brochure in one sitting. But nobody can easily put down a copy of Take a Break. Why? Human story.”

I don’t think I quite whooped ‘Bingo!’ at this point – even though this would have been entirely in keeping with Take a Break – but I wholly endorse her response.

If you’re wondering where to start with your case study take a leaf out of Take a Break’s mag. The key questions they urge readers with a story to answer are:

  • Who’s involved?
  • How does your story begin?
  • What crucial event happens next?
  • How does your story end?

If you cannot answer these questions with your current case study copy then you have more of a brochure than a story. And no one will read it through to the end.

Bryony Thomas can be found at www.watertightmarketing.com