In the previous two posts of this series, you learned some strategies for creating effective case studies for your pet or veterinary business…
You learned to show rather than tell, and to add curiosity…
So, how do you put it all together?
On the surface, this might seem like the easy part… but, there are a few things you should know before getting started…
The way you set things up – meaning the length, subdivisions of text, formatting and graphics, and style – can all be instrumental in getting your prospect to read and connect with your case study…
And remember – a case study is only effective if your prospect actually reads it!
Try these simple steps for setting up a successful case study for your pet or veterinary business…
The basics
How long should your case study be?
According to expert copywriter Gordon Graham (known as “That White Paper Guy,” but also an accomplished and sought-after writer of case studies), it should be about 1,000 words long.
In print terms, this means approximately 2 pages.
Of course, every case study should be examined on a case-by-case basis…
Some successful case studies are much longer… and, there are some that are better left as short testimonials…
However, if you find your case study running too long, take a look at it with a critical eye and try to cut out any information you don’t really need…
While certain details may seem interesting at first, really question whether or not they’re relevant to a busy prospect who is likely to ignore a case study that looks like it would take too long to read…
With that in mind, also remember that the same 1,000 words is less likely to be read as a solid block of text… and more likely to be read when broken down into smaller, “bite-sized” paragraphs…
Which brings us to the next point…
Make your case study easy to scan
Your prospects, whether pet owners, veterinarians, or other animals enthusiasts, are likely very busy people – just like you…
Consider things from their perspective for a moment…
How many emails, mailers, web pages, and other forms of copy are you confronted with each day?
There’s so much copy out there nowadays – both in print and online – that you likely don’t read every word of it, even if it looks interesting to you on first glance…
On the other hand, if you get a case study, story, or other piece of copy that is broken down into easy to scan sections, allowing you to read and digest the information more quickly, would you be more likely to read it? Or at least more likely to give it a quick scan to see if it interests you?
It’s the same for your prospects. Here’s how you can better hold their attention, and make it easier for them to take in the important information in your case study…
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Divide, divide, divide:
Break up large paragraphs into smaller ones.
One-sentence paragraphs are perfectly acceptable, and in general paragraphs don’t need to be longer than three sentences.
In copywriting terms, this is called “white space,” and it means that there are just small blocks of text and plenty of “open space” around the text. It means your case study will be more inviting to read.
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Include subheads:
These are smaller headlines that help to divide your case study into sections. This makes it easy for your prospect to scan the story and understand it, even if they don’t read every word of smaller text.
Plus, as an added bonus, including key phrases in the subheads can help with SEO for any case studies published on your website.
In general, the subheads will follow the natural story structure of your case study: an introduction, the problem, how the problem was solved, and any other milestones along the way. Of course, you’ll use more creative titles than that, though (see below).
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A sidebar:
To make it even easier for your prospect to scan your case study, it helps to create a short summary (basically, similar to the “abstract” section of a scientific paper, it summarizes each section of the case study in just a few words).
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Pull quotes:
Gordon Graham also recommends including some “pull quotes” where relevant.
Think of these as short “sound bites” that stand out from the rest of the story, and something that would really draw in the reader’s attention.
They should be actual quotes from the client featured in your study. Examples would be quotes such as “Our cat Fluffy really got her energy back, and started acting like a puppy again, once she started the new supplement,” or “I love the peace of mind I get, knowing that our dog Spot is well taken care of when we go out of town.”
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Graphic design:
Here, it helps to use a professional graphic designer. They can really make the different elements of your story pop, especially when working in conjunction with a copywriter.
Catchy headlines and subheads
You’ve formatted your text into small paragraphs – and included subheads – in order to make your case study easy to read…
But to really add an extra punch, you’ll want to make your headlines and subheads interesting. Make them grab attention, so you’re prospect will want to keep reading.
A good copywriter can help you with this… but here are a couple of rules of thumb:
- Add interest by including: an unusual or surprising fact, an emotional element, or even infusing a sense of humor where appropriate…
- But, don’t get too abstract – be sure your headline is understandable and relevant to your prospect.
And as a bonus, for case studies that will be posted online, you can include key phrases in your headline or subheads to help with SEO.
A good copywriter, with SEO experience, can help to be sure your SEO-friendly headlines read naturally and are relevant to the pet industry, and increase the chance of their being picked up by Google.
What not to include
Remember, your case study should be about your client’s story – not about your company…
Of course, you can include your company info… but only as a small sidebar, or via a small note at the end with contact information.
Another thing you’ll want to skip is language that is overly “salesy”…
Instead, just focus on telling a good story, and leave the sales language for your landing pages or sales letters…
If you tell a good, compelling story, you’re already taking the first step toward building a client relationship – and that can lead to better sales and customer loyalty down the line.
A note about video case studies
As videos continue to grow in popularity, and more and more prospects seek out video content… you might want to consider adding video testimonials or case studies to your website.
When you do that, remember to follow the same good rules of storytelling that you would for a written case study… and, be sure to add a written transcript.
The written transcript will be there for prospects who prefer to read (or any with a slow internet connection who might have trouble viewing the video)… and, as a bonus, it will help with SEO!
What’s next?
For more information about how a pet industry copywriter can help your company succeed with case studies, contact me here.
And, tune in soon for the final post in this pet industry marketing case studies series… on how to add the final “shining touch” to your case study…
You’ll learn how to take your customer on a journey – a journey that will not only help your case study get read, but also help to ensure it’s memorable and strikes an emotional cord with your prospect…
All of which can help you build a good client relationship right from the get go, and get better results from your marketing efforts.
