Learn to interview and write a 2-page story… that typically commands $1000-$1500 each
Does the thought of making good money writing positive, 2-page stories sound attractive?
Then customer case studies may be the perfect addition to your copywriting services.
An On-Demand Course on All the Ins and Outs of Crafting Customer Case Studies
7 hours of instruction, plus handouts and online forum support! When? Anytime You’re Ready to Start!
Case Studies… A Major Opportunity for Writers
Every week, I have to turn away work. When businesses reach out to me for help with customer case studies, I usually have to refer them to other writers.
I simply can’t take on all the work that comes my way.
The fact is, businesses need these customer stories more than ever… but they can’t always find writers adequately skilled in interviewing, writing and managing case studies.
It’s not that hard, but it is a specific skill that you need to understand and develop.
But before we get too far into this, let me back up a second.
What are Case Studies, Anyway?
A customer case study is simply a story of a happy customer’s experience. It details why the customer chose the solution, how the customer uses it, and the benefits the customer sees.
Think of it as a customer testimonial on steroids.
Businesses use these positive stories in their sales, marketing and PR.
In the age of Amazon and TripAdvisor reviews, people are accustomed to relying on the experiences of others to help make decisions.
And case studies provide that essential credibility, education and validation to give buyers peace of mind in choosing a vendor.
For organizations, there’s perhaps no better way to communicate value to their audience than the account of a happy customer.
Case studies, on average, run about two pages. They look and read very much like a feature story, describing the journey and experience of a happy customer and featuring powerful customer quotes.
Never a Better Time
I’m Casey Hibbard and I’ve been writing customer case studies for 20 years. In that time, I’ve produced more than 1,000 for all types of organizations.
I’m also the author of the first book on creating and managing customer case studies, Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset.
I’ve found no other form of writing as rewarding.
After all, I get to interview my clients’ happy customers and then write a positive story about their experiences.
And best of all, I earn $1,000 to $1,500 for each one. And more for longer, more in-depth case studies.
Case studies are unlike any other form of marketing collateral. It’s a compelling, true story without all the promotional fluff you might find in other marketing copy.
And it’s fun and rewarding to capture these positive stories for my clients. But I can’t help all the businesses out there.
Quite simply, the market needs more SKILLED case study writers.
To do this kind of work, you have to…
- Know how to interview featured customers to gather the information that will support your clients
- Strategically ask questions to get measurable results
- Write in a concise, engaging way
- Take readers through the customer’s journey
- Create the “case study accessories” that are part of every story
- Know how to guide your clients and their happy customers through the process
- Help prevent and navigate roadblocks that may arise in the process
- Guide designers in creating an attractive layout
None of this is tough. It’s just a matter of having the skills and confidence to do it.
Instruction from a Leading Case Study Specialist
In my flagship program, The Case Study Writer’s Mad Skills Crash Course, learn from-the-trenches tips from me. I’ll walk you through the exact steps that I take to prepare for case studies, interview subjects, write compelling stories, manage the process and engage with designers. And I’ll show you how to find these types of clients.
“My client was very pleased with the case study I delivered. I owe that to your first-rate course (Mad Skills) and your excellent book. I have been referencing those resources constantly, for everything from how to format the draft document to how to manage the process. I am very grateful that you created those outstanding resources and made them available. I am delighted to be able to add case studies to my repertoire.”
– Tracy Hume, Freelance Writer
New Tips and Skills Every Class
Curious what the course covers? I introduce new, vital skills each week:
Mad Skill #1: Know Your Stuff
- The big-picture case study process and how the writer fits in
- How to ramp up strategically on a client’s products/services/solutions
- Can’t-miss questions to ask your new client
- The info you absolutely have to have before you start a case study project
Mad Skill #2: Interview Like a Pro
- What makes a great interview?
- How to design interview questions that get subjects talking and help you draw out the story
- Suggested interview questions for B2B, B2C, consulting and technology subject matter
- The art and science of interviewing your clients’ happy customers
- Interview logistics – prepping interviewees, length, recording, transcribing, note-taking, conference calls, time zones, etc.
Mad Skill #3: Capture Measurable Results
- Uncovering potential areas for customer results
- The math you need to know
- Improving your odds of getting measurable results
- Helping customers measure their success
- Getting customers to agree to share results publicly
- How to make results stand out in your case studies
“The Case Study Mad Skills Crash Course is the blueprint for writing case studies. It’s a concise, no-fluff approach for freelancers and staff writers who want to hone their skills and stay competitive. Learn everything you need to write revenue-generating case studies and get support and feedback along the way. One of the best business investments I’ve made!”
– Sandra Jean-Louis, Freelance Copywriter
Mad Skill #4: Write a Story that Sells
- 6 traits of case studies that compel and sell
- Classic storytelling elements
- How to go from raw information to a compelling case study
- Case study formats
- What clients are looking for in their case studies
- What to include and what to leave out
Mad Skill #5: Craft Killer Headlines, Subheads, Sidebars and Quotes
- Elements of headlines that grab a reader’s attention
- Writing for “readers” and “skimmers”
- When to use – and not to use – customer quotes
- Telling a story with headlines and subheads
- How much to edit or “change” customer quotes
Mad Skill #6: Find and Land Case Study Clients
- Defining the types of clients that are right for you
- Who hires freelance case study writers?
- Chicken and egg: Getting portfolio samples without clients, and clients without samples
- Top sources of potential clients
- How to approach prospective clients
- Selling clients on case studies
Mad Skill #7: Be the Go-To Writer for Clients
- Pricing and proposing projects
- Setting delivery dates for unpredictable projects like case studies
- How/when to invoice for case studies
- Who manages what on case study projects – you vs. the client
- Knowledge and practices that will make you more valuable to clients
- Design logistics
- Add-on services that increase your income
- Guiding clients on ways to use their stories
“Casey’s course was essential in providing me with the skills, content, and confidence to approach clients. She’s generous with her knowledge and a nice person, too! I would highly recommend the course.”
– LJ Anderson, Freelance Writer
More Confidently Go After Well-Paying Case Study Projects
Get the mad skills to add case studies to your “menu” of copywriting services and you can…
- Create a new revenue stream for your business
- Set yourself apart from other writers
- More confidently go after clients or jobs
As a recap, the course includes…
- 7 pre-recorded webinars
- A transcript of each class
- Helpful handouts to enhance your learning and support every case study project
- A Google group for posting your questions for Casey and other students
- Casey’s review and feedback on one case study draft – whenever you’re ready
“I’ve spent a small fortune taking copywriting courses from the biggest names in the field. So I know what’s out there. Casey Hibbard’s course The Case Study Copywriter’s Mad Skills Crash Course is hands down one of the all-time-best courses I’ve ever taken. And in terms of value it’s hands down the best. Hibbard truly over delivers.”
– Dave Monroe, Certified Content Marketer & Guerilla Marketing Coach
- What: 7 recorded webinar modules
- When: Whenever you’re ready to begin, at your own pace
- Three pricing options…
- Mad Skills – Course ONLY $227
- Mad Skills – Course plus softcover book, Stories that Sell by Casey Hibbard $245
- Mad Skills – Course plus softcover and PDF versions of Stories that Sell by Casey Hibbard $249
The typical case study project will easily pay back the cost of the course by 3-4x or more!
Well Beyond Just a Writing Course
Case studies simply aren’t like your average brochure or web copy. They involve a multi-step process with your clients’ happiest customers.
Other case study programs often focus mostly on writing case studies and NOT the full process.
Mad Skills includes the complete process from finding clients to getting started with step 1 on your first project and walking you through to the end. I guide you through the exact process I use every day with my own clients.
If you have any questions at all, please email me at email@example.com.
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Ready to start learning? Choose your option at the top left of this page.
You have nothing to lose. If you decide the program is not for you, let me know within 30 days of purchase and I’ll refund you in full.
All the best,
P.S. – Again, this is no risk. If you give the course a fair chance, and find it’s not for you, then I will refund your money if you cancel within 30 days.
P.P.S. – Remember, the typical case study project will easily pay back the cost of the course by 3-4x – or more!