Writing case studies that attract the press

Like most writing assignments, customer case studies are only as good as the front-end work you put into them

With customer stories, advance work is critical: You often have limited time to interview your subjects, and you often can’t go back to them for follow-ups. In addition, the necessary approval can cause a major roadblock to finishing a case study, making it even more important that everyone understands goals and processes before you get started.

What is a customer case study?

Customer case studies, also sometimes referred to as customer stories, are used to illustrate the benefits of your products and services using a narrative approach. For sales departments, such stories help demonstrate to prospects the real-world impact of a product or service in a way that a brochure can’t do. Case studies are also useful for PR departments that need to sell media contacts on the value of a product, or give journalists fodder for their stories.