I've been putting together case studies for my marketing materials and website. What details do you include? I'm torn between being specific enough to be credible and protecting client confidentiality.
Creating Case Studies That Actually Convert
My formula: Industry type, approximate size and location (not exact), the error type, the dollar impact, and the timeline. Example: A 200,000 sq ft manufacturing facility in central Ohio was incorrectly classified on AEP's GS-3 rate schedule instead of the more favorable GS-4 industrial rate. We reclassified the account and recovered $92,000 in overcharges spanning 3 years, plus ongoing savings of approximately $2,100/month. Specific enough to be credible, anonymous enough to protect the client.
I always get written permission from the client before using their story, even when anonymized. Some clients are happy to be named - they see it as proof that they're being smart about cost management. I have two clients who let me use their company name and they've both sent me referrals from people who saw the case study.
How many case studies do you need? I only have 3 clients so far so I don't have a huge portfolio to pull from.
Three is enough to start. Pick your most impressive finding from each client and write those up. You can always add more later. Quality over quantity - one detailed case study with real numbers is worth ten vague testimonials.
The dollar amounts are what sell. Every case study should have a clear headline number - the refund amount, the monthly savings, or both. Manufacturing Plant Recovers $92K is a headline that stops a facility manager mid-scroll. We helped a client optimize their utility costs puts them to sleep.