What makes a great case study
Watertight Marketing guru Bryony Thomas is a clever old stick.
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