How to write a customer case study that ROCKS

In a previous blog entry, I wrote about getting the most out of your marketing-communications budget with customer case studies.

A few of you contacted me with a request for more information—in particular, how to go about creating a case study.

Let's get started.

Who is your audience?
Ideally, your case study should help your company meet two critical business objectives: acquire customers, and build (or help to maintain) an “expert” reputation. To do this, you need to write not only for an end-user audience, but for the people who will use the case study—the go-between, if you will.

Salespeople need case studies to get customers
Salespeople want something tangible to take to events and meetings, that they can point to and say the following: “We have helped companies like this one accomplish [business objectives] X, X and X. Look at the problem we helped solve for them. Look at how great they are doing now. We can do the same for you.”

Case studies are not only a great sales tool, but a nice bonus to add to a contract. “Sign with us and we will write a fantastic case study about your company…and get you coverage in a publication of your choice.”

Media/public relations need case studies to showcase expertise
Journalists rely on sources for their stories. They want someone who knows what they are talking about. Case studies are third-party references that lend credibility to your company. They are “proof positive” that your company is an expert in a specific field—at least, in the eyes of the featured customer.

Keep in mind that the better the case study is written, the more likely a journalist will look to you the next time they write a story related to your product or service.

Guideline for writing your case study
Despite their differences, all of your audiences—salespeople, potential customers, public relations, and the media—have one thing in common: limited time available. They want the basics, albeit the most important basics, wrapped up nicely into 500 words or less.

Below is a guideline for writing a case study, including suggested word length for each sub-topic:

• Customer background (50 words)
• Problem – the real business “pain” (100 words)
• Solution (100 words)
• Benefits – return on investment (ROI) etc. (200 words)
• Future (50 words)

Above all, be clear, be concise, and be convincing.

Do’s and don’ts

DO:

• Make your case study read like a story. This is technically a “soft” sales piece. Avoid marketing-speak. Moreover, unless they are product testers, journalists will rarely write an article about your product or service; instead, they will be looking for experts to add context to a related story. This is all the more reason to write in a narrative style.
• Feature customers who love (not just like) your product or service. The number of case studies you have is not as important as a solid reference from a customer who sings your praises.
• Try to diversify your case study collection. If you have happy customers from a variety of industries, this presents an opportunity to expand your target audience outreach.
• Use quotes: not only will they add “colour” to the story, but journalists may even pull them directly from your case study into a story they are writing.

DON’T:

• Apply quotes to every section: the most important area is the benefits section. If you can provide one or two quotes to demonstrate how happy a customer is with you (and why), you’re good as gold.
• Overdo it with jargon. Remember that your potential customers and journalists may not understand your company’s internal-speak. If possible, avoid acronyms.
• Finalize your case study without getting approval from your customer. Their reputation is at stake. Keep them involved and allow them opportunity to review before you publish.

As you can see, much strategy is required to put together an effective case study. But with some careful thought and a good writer who understands their audiences, your case study can become one of your company’s most powerful communication tools.

Associations, societies, councils...what's the difference?

NOTE: the definitions below are correct, but my interpretations are somewhat tongue-in-cheek...readers' input very much welcomed!

Have you ever wondered why some groups are called Society of this, or Alliance of that? What is the difference between an association and an organization? Or a council and a guild?

Have you ever cared to know?

Sadly enough, I have. Living in Ottawa, Canada, I am surrounded less by corporations and more by national non-profit and governmental structures that go by a variety of different monikers.

In my quest for clarity, I recently consulted http://www.dictionary.com/—and learned three things:

• Firstly, there is a great deal of overlap across definitions.  
• Secondly, there are too many words out there to describe what is essentially just a “group that does stuff.”
• Thirdly, I'm not sure all groups have consulted a dictionary to determine what kind of structure they actually are.

A set of definitions (and my interpretations of them) are provided below. Let's get started.

Organizations, Associations, and Societies
Organization, association and society are often used interchangeably. At their most basic, any of these words can be used to refer to a group of people who share a common interest or purpose.

The subtle difference lies in structure and interests. To look at these words side by side (by side), you notice two things. First, it is implied that societies are less structured than organizations and associations. Moreover,
societies are not typically related to business but instead to “religious, benevolent, cultural, scientific, political, patriotic, or other purposes.”

Interestingly, no definition I came across actually elaborated on what these structures do, instead focusing on the area of common interest.

Guilds
A guild, like organizations, associations and societies, is a group of people who share a common interest or purpose. But wait—there’s more!

Historically, a guild was a medieval association (such as for merchants or artisans) that maintained standards and protected the interests of its members. Examples of modern-day guilds would be the Canadian Guild of Crafts, the Guild of Canadian Film Composers, and the Writers Guild of Canada. Heck, there’s even a Canadian Knifemaker’s Guild.

So, it would appear that today’s guilds are really just organizations, associations or societies for people in the creative arts.

(But if that's the case, why is the US Screen Actors' Guild not technically a guild, but a union?)

Alliances
An alliance refers to an agreement or friendship between two or more parties, made in order to merge efforts, advance common goals and secure common interests.

One example is the Canadian Alliance of Student Associations (CASA), which describes itself as “an alliance of student associations and student unions from across Canada. Through this network of student governments, CASA represents and promotes the interests of post-secondary students to federal and inter-provincial levels of government.”

Institutions/Institutes
An institution is an established organization of a “public character” (e.g., educational, charitable, health-related), founded for advanced instruction and/or research in a specialized field or subject.

Interestingly, there are not a lot of institutions out there—not by name, that is. Do a basic Google search, and you get twice as many results for institute. (Perhaps this is because institution has that whole “loony bin” connotation?) Some examples include the Canadian Patient Safety Institute or the Engineering Institute of Canada.

Councils
A council is a body of people summoned, elected, appointed or convened to serve in an advisory, consultative, administrative or legislative capacity.

For example, the Canadian Council for the Arts reports to Parliament through the Minister of Canadian Heritage, and is governed by a Board of Directors appointed by the Governor in Council. The council funds, fosters and promotes the arts, operating at “arm’s length” of government.

Federations
Federation is often used in a political context—for example, to refer to a unit formed by a number of nations or states (or, in Canada, provinces). Each component of the federation retains control of its own internal affairs. Consider, for example, the International Federation of Red Cross and Red Crescent Societies, or the Canadian Federation of Students.

However, some dictionaries also refer to a federation as any alliance, association or organization for common action. Go figure.

Agencies
Agency can be used to refer to any organization, company, or bureau that provides some service for another (e.g., an advertising agency). However, in political terms, it is a governmental department—for example, the Canada Revenue Agency, or Public Health Agency of Canada.

Foundation
A foundation is an institution financed by a donation or legacy to aid research, education, the arts, etc. It often provides funds for charities.

What does all of this mean?
Going by the dictionary, and trying to make sense of every nuance across each structure, I have concluded that definitions sometimes mean nothing. That said, I have taken on the task of simplifying things beyond belief, by summarizing them into the following "cheat sheet" for handy reference: 
 
Organization = group of people who have a common interest, but who pretty much do nothing
Association = see Organization
Society = a less structured Organization or Association
Guild = artsy Organization or Association (if structured); or Society (if not so structured)
Alliance = a productive Association, Society, Organization or Guild
Institution/Institute = a highly productive Organization, Association, or Alliance
Council = appointed advisory group to government
Federation = Alliance with a political foundation
Agency = customer service group, brought to you by government
Foundation = highly productive Organization, Association or Alliance that money built for charity's sake

Why you should use bullets in your writing

Ezine just published my latest article: click here to read it!

Bullets can break down a long sentence-a fabulous option for the brevity-challenged writer. But there are also benefits to the reader. Bullets help break up the page. They make content more "readable." In many ways, they can prevent your target audience's eyes from glazing over...

http://ezinearticles.com/?Why-You-Should-Use-Bullets-in-Your-Writing&id=5086237