Please Don't

Every once in a while someone asks me how to turn a case study into a story. I usually tell them: “You can’t, and please don’t try.” One-size-fits-all is not a great content strategy.

Case studies are invaluable sales tools. The good ones are filled with features and benefits, facts and figures—every imaginable metric or technical advantage that might sway a purchase decision in your direction. They originated in the social sciences as a research tool and they’re very formulaic: Situation – Solution – Results. Does that sound like the makings for a good story? You know what I mean—a compelling human tale of triumph over tragedy. A page turner. Something you’ll remember for a long time.

Probably not. Case studies and stories serve very different purposes. Case studies target Business Decision Makers and they’re all about winning a sale. Stories are for everyone and they’re about winning hearts and minds (and improving brand impression along the way.)