Evidence of what you have done.
WHAT A GOOD CASE STUDY CONTAINS
Who the client was What problem they had What you did What resulted Their words, where possible
WHAT MAKES IT CREDIBLE
Specifics.
WHAT SPECIFICS LOOK LIKE
The actual figures, with permission.
WHAT VAGUENESS LOOKS LIKE
Significantly improved performance.
WHY IT FAILS
Any supplier could claim it.
WHAT TO LEAD WITH
The problem, not your company.
WHY
Readers recognise themselves in the problem.
HOW LONG
Short enough to be read: a page at most.
WHAT TO INCLUDE ABOUT DIFFICULTIES
Something that was hard.
WHY
Flawless accounts are not believed.
WHAT PERMISSION TO OBTAIN
Written, for the client's name, any figures, and any quotation.
WHY WRITTEN
Verbal permission is disputed later.
WHAT TO DO IF THEY DECLINE NAMING
Describe them by sector and size.
WHAT A TESTIMONIAL SHOULD BE
Their words, unedited in substance.
WHAT TO NEVER DO
Write it for them and ask them to approve it Invent one
WHY
It is detectable, and it is fraud.
HOW TO GET A GOOD ONE
Ask specific questions, and use the answers.
