Writing High-Converting Case Studies - An Expert Guide

12/07/23 • 32 min

Reviews and testimonials only tell half of your customers’ stories. Having evidence-based case studies detailing how you helped a customer solve their problem is a highly effective marketing and lead-generation tool for your business.

Today on the podcast, Minnie chats with Tam Henderson, founder of CopyKooks online school for copywriters, B2B copywriter and queen of case studies.

In this 30-minute episode you will learn:

✔️ What we mean by a case study

✔️ Why businesses like yours should be using them

✔️ Where to use them

✔️ How to give them longevity and additional value through repurposing

✔️ The anatomy of a great case study

✔️ Tam’s top tips for researching and writing a case study

Whether you are a copywriter looking for tips for writing case studies for clients or a business curious to understand why and how they could be making the most out of your customer stories OR perhaps you are interested in enrolling on one of Tam’s courses and want to know more, then today’s episode is for you.

About Tam Henderson

Tam runs an online school, CopyKooks, for freelance copywriters. She is also an expert copywriter specialising in business-building case studies. In addition, she is a course tutor on Udemy, an online platform, where you can buy her copywriting courses.

Contact Tam

Website: https://www.copykooks.com/

Magic Emails Freebee

Copywriting Courses on Udemy

Connect with her community on Facebook

Connect with her on LinkedIn

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.

Twitter @cracking_copy

Facebook @crackingcopy

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Ella Hoyos - @flurrymarketing

Minnie McBride - @minnie__writes

LinkedIn:

Ella Hoyos - https://www.linkedin.com/in/ellahoyos

Minnie McBride - https://www.linkedin.com/in/minniemcbride

Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.

Support this podcast!

If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :)

Buy me a coffee

Today on the podcast, Minnie chats with Tam Henderson, founder of CopyKooks online school for copywriters, B2B copywriter and queen of case studies.

In this 30-minute episode you will learn:

✔️ What we mean by a case study

✔️ Why businesses like yours should be using them

✔️ Where to use them

✔️ How to give them longevity and additional value through repurposing

✔️ The anatomy of a great case study

✔️ Tam’s top tips for researching and writing a case study

About Tam Henderson

Contact Tam

Website: https://www.copykooks.com/

Magic Emails Freebee

Copywriting Courses on Udemy

Connect with her community on Facebook

Connect with her on LinkedIn

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.

Twitter @cracking_copy

Facebook @crackingcopy

➡️ Share this podcast with someone who’ll find it useful

You can also find us at:

Instagram:

Ella Hoyos - @flurrymarketing

Minnie McBride - @minnie__writes

LinkedIn:

Ella Hoyos - https://www.linkedin.com/in/ellahoyos

Minnie McBride - https://www.linkedin.com/in/minniemcbride

Support this podcast!

If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :)

Buy me a coffee

Previous Episode

Working With a Writing Coach

How much more productive could you be, or how empowered would you feel, if you had a coach or mentor to guide you?

Ella Hoyos explores this topic with Dr. Nicole Janz, a seasoned writing coach, and the mastermind behind a groundbreaking tool for writers.

This episode is for you if you’ve ever struggled in writing alone. We talk about some of the simple but genius ways to build your writing muscles, overcome writing blocks, set effective goals and build a sustainable writing routine.

The show unlocks a bundle of writing insights you may not have considered before. Tune in to reveal:

The Mystery of Three Writing Hats

Nicole introduces an intriguing concept - three writing hats. Discover how the three hats hold the key to unlocking productivity and enhancing your writing journey. What are these hats, and how can they transform your writing process?

A Vision for Your Writing Future

Explore the power of having a vision for your writing future. Delve into its role in providing motivation and guidance. How does envisioning your writing future impact your daily writing routine, and what secrets does it hold for your success?

A Practical Planning Toolkit

Uncover the origin story of a revolutionary tool for writers—the Write Habit Planner. More than just a planner, it promises to go beyond traditional methods. You’ll find out what prompts it offers, and how it can foster a sense of community among writers.

Navigating the Writing Challenge Maze

We talk about the benefits and potential pitfalls of writing challenges and sprints. What are the hidden challenges writers might face, and how mindfulness and self-awareness can play a role in navigating these hurdles.

Transforming into Your Future Self

Take inspiration from Nicole's vision of her future self. What does a life with more published books, increased creative time, and peace of mind look like? How did she transition from burnout to finding serenity in sharing valuable insights?

—

About Our Guest

Dr Nicole Janz empowers authors to bring their impactful non-fiction stories to life. With a rich background in journalism, academia, and coaching, she passionately believes in the transformative power of writing to make a profound impact on the world. She’s the author of The Write Habit Planner - a productivity planner and workbook for writers to beat procrastination, www.thewritehabitplanner.com

Resources:

Buy the Write Habit Planner on Amazon

Connect with Dr Nicole Janz:

[Website] www.nicolejanz.com

[LinkedIn] https://www.linkedin.com/in/nicolejanz

[X] https://twitter.com/camwritinghub

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.

Twitter @cracking_copy

Facebook @crackingcopy

➡️ Share this podcast with someone who’ll find it useful

You can also find us at:

Instagram:

Ella Hoyos - @flurrymarketing

Minnie McBride - @minnie__writes

LinkedIn:

Ella Hoyos - https://www.linkedin.com/in/ellahoyos

Minnie McBride - https://www.linkedin.com/in/minniemcbride

Support this podcast!

If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :)

Buy me a coffee

Next Episode

UX Writing for a Great User Experience

In this episode, Ella sits down with a remarkable guest, Claire Cunningham, a former school teacher turned copywriter, who not only cracked the code to writing captivating copy but also expanded her skills to specialise in website and UX copywriting.

It’s another dive deep into the world of writing that sells, persuades, and connects.

In this 30-minute episode you will learn:

✔️ Why writers must consider the reader's journey as much as the message they deliver

✔️ How Claire pivoted from teaching to proofreading to powerhouse copywriting

✔️ What a great user experience journey looks like

✔️ Understanding the users journey via a well-known brand that has UX nailed

✔️ How to figure out what a great UX journey looks like for your audience

✔️How you can apply UX copywriting principles to your own business

⭐ Episode Highlights ⭐

Claire shares her inspiring journey from a humble start in proofreading to becoming a force in the world of copywriting. How did her teaching background shape her approach to crafting compelling narratives? Listen in to find out.

We explore the pivotal role of website and UX copy in creating an immersive online experience for users with real-life examples.

In an era where attention spans are shorter than ever, we emphasise the importance of considering the user's journey when crafting online content. Learn how to guide your readers seamlessly through your website while delivering a powerful message.

Claire breaks down the symbiotic relationship between user experience (UX) and copy. Discover how a well-crafted user experience can enhance the impact of your copy and drive meaningful engagement.

Whether you're a seasoned content creator or just starting out, Claire shares practical tips on how to integrate user experience considerations into your writing process. Uncover the secrets to keeping your audience engaged from the first click to the final call to action.

Join us for an eye-opening conversation that proves the power of words extends beyond the message itself. Elevate your copywriting game and enhance the online experience for your audience, so they come back time after time.

About Claire Cunningham

Claire is a UX-informed copywriter and mum from North East Scotland who is passionate about crafting engaging website copy that elevates user experiences. Specialising in aligning brand voice with user-friendly, conversion-focused content, Claire’s business, Word Craft, offers services including website copy, SEO-driven blogs, email campaigns and case studies.

With a specialism in crafting strategic websites with a deep understanding of UX principles, Claire understands how words (and design!) are crucial in shaping user experience.

With a background as an English teacher and school leader, founding Word Craft was fuelled by a passion for refining ideas and messaging. Claire has a nurturing approach to supporting small business owners providing not just copy but the tools and strategies to empower their own content creation. Offering a flexible approach, no project is too small or too big — Claire offers tailored support to meet diverse needs.

Contact Claire

Website: www.wordcraftservices.co.uk

Email: [email protected]

Connect with her community on Instagram

Connect with her on LinkedIn

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.

Twitter @cracking_copy

Facebook @crackingcopy

➡️ Share this podcast with someone who’ll find it useful

You can also find us at:

Instagram:

Ella Hoyos - @flurrymarketing