How I write a case study story that sticks.
- B2B
- Marketing
I write a story similar to what a reader is going through.
That’s the easy part.
But how do I make it memorable?
How do I make it vivid?
How do I make it stay in their heads forever?
Two ways.
- I use phrases that creates moving images for the reader.
- I leave GAPS in stories to allow the reader to fill them with their own imagination.
Not clear?
Let me explain.
Moving images.
What are they?
These are vivid images that make a story. When done right, they make the reader feel like they’re watching a movie.
Let’s use an example of a story of ….
An account that helped a small business owner reduce their tax bill.
A flat story…
Martin suggested that I convert my sole proprietorship into a limited company. This change would allow me to pay myself a reasonable salary and take the remaining profits as dividends, which are not subject to self-employment tax.
The moving images version…
“You know the difference between a sole trader and a limited company, right?” He asked.
Looking directly into my eyes. Glasses lowered to his nose.
“Yes I do.”
“With a limited company you can pay yourself through your company to reduce tax.” He said. I said nothing. Waiting to hear what he says next.
He said nothing. Looked down and typed. And typed some more, and typed.
“John?” He looked up. Glasses in his hand.
“According to my calculations, we will reduce your tax bill by 53% this year.”
< The end>
Can you see the difference the two messages?
One is dead on arrival. The other creates moving images in your head that you can’t forget. A case study story that makes people move has to be a movie. It needs to be vivid.
Moving on…
How do I leave holes in a story?
I tell the story but not the full story. I deliberately leave gaps for the reader to fill them with their own imagination. Imagination based on their own life experience. The best films, songs and books all leave gaps.
The story is whatever you want it to be. And because it’s your story, it get stored in a long memory part of your brain.
Here’s an example….
In mind movies version of the story we’ve just gone through…
I painted a picture of an accountant giving John good news about his tax savings.
You understood that perfectly. And this is what you know about the situation.
- John booked an appointment to see an accountant.
- He’s someone he’s never met before.
- They had a meeting at his desk.
- They were sitting opposite each other.
- Martin, the accountant, had a computer at his desk.
- He’s probably in his late 40’S or early 50’s
- He’s long sited, wears glasses.
- He has a serious personality.
- He’s a seasoned professional who is very good at what he does.
- He’s not cheap.
All that is what you know about the situation.
But guess what?
I didn’t tell you any of that.
I said nothing about Martin. I didn’t say anything about his desk or his computer.
Nothing about him wearing glasses or the room. I never said how tense and anxious John felt coming into the meeting.
I left all those details out to allow you to fill them with your imagination.
This is how you build moving images in your reader’s mind. That’s how you allow them to be part of the story.
Here’s another example….
In my about story, I told you that I used to plan and design roads. And I’ve also taught people to drive. But you can’t just read that and move on .It challenges you to stop and think.
"How do you plan roads?"
How do you design roads? You need a licence for this?
Do you study it?
Are you a Civil Engineer?
And why did you move from one to another?
Now you see how it works. You have no choice but to stop and create a mental movie of what this means to you.
That’s the power of leaving holes in a story. A case study that is flat and told word for word will fall on deaf hears. This type of stories are not assets. They’re a cost to your business.
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