We all love a good story and the best ones are those where we engage with the characters, they overcome some type of adversity and then it all ends ‘happily ever after.’ I am not advocating a fairy tale approach to PR and your communications but I do think every business has a good story to tell. However when you are dealing with your customers and products every day you often don’t recognise the story that may be staring you in the face and it will take an outsider to see the potential.
This love of a good story doesn’t just apply to our leisure time, think about the headlines that you click through and read on any of the numerous website or newsletters that you look at on a regular basis. It will often be the case studies that you will linger on and may be read in their entirety. The editors and website manager know this and as a result the trade press, and consumer titles, are constantly on the lookout for good stories. These are made even more appealing to both the editor and the reader when professional copy is accompanied by eye catching images.
As a rough guide a case study for a trade title will be a minimum of 800 words which gives you space to provide background information on the project (the characters & their situation), highlight the challenges your customer was facing (the adversity) and then detail your solution and its benefits. This final element looking at the benefits that have been delivered equates to the ‘happily ever after’ element of the story.
Well-written case studies should benefit both you and your customers, enhancing both the profile and reputation of both organisations. Powerful quotes and eye-catching images will give you a complete story that the press should welcome. Completed case studies can also be posted on to company websites, used in newsletters and may form the basis of other marketing collateral. If your prospects have read about how you helped another organisation to improve their performance or overcome a problem and that the final outcome was positive they are going to be far more receptive to your message when they next hear from you.