«Return to Blog List Copywriters: Homework Makes You a Better Case Study Writer
Today’s the first day back to school where I live. Neighborhood kids are donning their new backpacks, books and shoes.
Homework isn’t just for school kids. Now’s the perfect time to talk about the studying you have to do as a case study copywriter.
Say you’ve just signed a new client for case studies. How do you get started?
By being studious. Don’t just jump into the actual case study, no matter how much of an urgency there is for that story.
If you don’t fully understand your new client’s products and services, you’ll be hard-pressed to interview, understand and write well. The risk? Your story may not deliver maximum sales potential.
Simply said, if you know your client’s solutions well, you’ll be a more valuable asset.
Here’s the step-by-step on how to study a new client’s products and services:
1. Ask your client which products and services will be featured in the case study(ies).
2. Does the client have current, available marketing materials on these solutions?
3. Ask about product datasheets, brochures, press releases, white papers, existing case studies, demos, videos and any other materials.
4. Find out where these materials reside.
5. Spend 1-2 hours reviewing available information.
6. Lifesaver! Look up terms and acronyms you don’t know in search engines or www.Wikipedia.org.
7. Create a “Cheat Sheet” for yourself of terms and key messages. (If your client ever goes a while without doing case studies, and picks back up, consider this Cheat Sheet your way to refresh your memory on solutions.)
8. As you study, look for answers to questions such as…
- How does the company refer to its products and services? What product names and industry terms does it use?
- What do the featured solutions do?
- Who uses them?
- What problems do they solve?
- What are the main business benefits that users can expect?
9. Write down the product/service questions you have for your client, and don’t be afraid to ask them!
10. Also as you study, start a draft of your customer interview questions for these solutions.
Never forget to stop and do your homework. You’ll make the grade much faster with your new client.
What else is in your ramp-up process with new clients?