The case study as an element of marketing communications has outlived its usefulness. It’s one of those things that exists as a short-hand for ‘how xyz company benefited from using our product/service’. We’re used to case studies from text books we read at school or university. We’re drawn, to like moths to a flame, to use the term on websites because it has (fake) intellectual weight. It sounds impartial; ‘case’ as in ‘legal case’, ‘study’ as in ‘serious examination’.
Who are we kidding?
A case study on a company’s website is never going to be impartial and it probably isn’t even that exhaustive a study either.
So what do we call them?
How about ‘customer stories’ or ‘customer success stories’? Let’s face it, we’re never going to write about failures of our product or service to meet a need.
In short: Setting, Plot, Characters, Conflict, Theme
Instead of writing a bland case study these elements, and the fact that we’re calling it a story not a study obliges us to make it interesting and readable.
Who does this already?
Smart companies like MailChimp present their customer successes like this and you can find plenty of examples in business books. You know those business books that are hard to put down? Books like Guy Kawasaki‘s How to Drive the Competition Crazy, Seth Godin‘s Free Prize Inside, David Meerman Scott‘s New Rules of Marketing & PR and others (feel free to add your favourites in the comments below). In these books we hear about how a person overcame a problem, presented in a way that illustrates the writer’s point. These aren’t dry ‘case studies’, though they’re often referred to as such in reviews, perhaps because to call them stories might seem childish.
For some detailed learning of why thinking in terms of storytelling, pick up a copy of Ann Handley and CC Chapman’s Content Rules. My Kindle app tells me the word story appears 100 times in the book, that’s how serious those guys are about storytelling.
Let’s remember why we’re doing this
We put content on our websites to be read, not to tick off an item on a to-do list and fill a hole in a sitemap. We owe it to our readers to be interesting, in return for their attention.
image credit: Frog King by freno via Creative Commons on Flickr