Lots of CEOs don't appreciate the value of Case Studies. No one wants to admit it, but most people make decisions based on what other people are doing.

Here is a 5-step guide to write a great Case Study:

1) HEADLINE

FORMAT:

How [CLIENT] Achieved [QUANTITATIVE RESULT] with [YOUR COMPANY NAME] Within [TIME SPAN].

EXAMPLE FROM RAMP:

“How Ramp helped Walther Farms close their books 10x faster with Ramp" (insert link)

2) CHALLENGE

STEP 2A:

Put yourself in your ICP's shoes and explain the problem GENERALLY at first.

MADE-UP EXAMPLE FROM NIKE:

“Good sneakers are essential for marathon runners, but most options lack durability for long races."

REAL-LIFE EXAMPLE FROM FERMAT:

“As a beauty disruptor selling non-binary, gender-inclusive skincare products, incorporating education into the purchase funnel is imperative for good light to acquire net new customers."

STEP 2B:

Explain why your company provided the perfect solution.

(CONTINUED) MADE-UP EXAMPLE FROM NIKE:

“As Usain Bolt geared up for his next race, he turned to Nike for shoes that would last the entire 26.2 miles in record timing."

(CONTINUED) REAL-LIFE EXAMPLE FROM FERMAT:

“Once their UGC strategy picked up steam, good light saw FERMÀT as an opportunity to drive sales straight from the content itself — no redirecting required."

3) SOLUTION

Put yourself in your ICP's shoes.

Show the BENEFITS (Benefit #1, Benefit #2, etc.) of working together.

(CONTINUED) MADE-UP EXAMPLE FROM NIKE:

“Nike helps professional marathon runners achieve better times with more durable sneakers."

Then, dive into the details.

4) RESULTS

Write 3 concrete quantitative metrics for what the client achieved with your help.

Make a graphic with them.

Help your prospects justify buying from you by showing them the concrete benefits.

EXAMPLE:
- 87% increase in ROAS
- 74% newsletter conversion-rate increase
- 28 hours saved per month

5) QUOTES

This one thing will save you so much time down the line: Customer Case Study Feedback. Design a form that asks your clients for feedback at the end of your process with them. Every time.

Here are 3 questions in my form:

What challenges were you experiencing, and what did you hope to achieve?
What specific strategies or processes did I do to address your challenges?
Can you describe the results and impact our services have had on your business?

BONUS TIPS

Make it skimmable. Everyone skims.
Put yourself in your ICP shoes always. Explain their GENERAL pain points through this SPECIFIC case. Do not get bogged down in the details of the particular scenario.
Make it educational. Be transparent about your process. The reader should leave with new knowledge.
At the same time: remember this is a sales document. Pepper the case study with words and sentences that demonstrate your experience and expertise.

That's a wrap!

Hope this was helpful.

PS - Apply here to work together if you’re looking to build out your case studies as converting bottom-of-funnel content.

How To Write A Case Study That Converts (A 5-Step Ultimate Guide for B2B Founders)