Case studies are an incredible way to show your potential customers, that you can help them win in whatever it is that you help them do, but they’re very easy to mess up. They are very hard to get right so how do you do it? My name is Ryan Toth. I’m the CEO of clear brand. And in this video, I’m going to show you how to create a case study that gets results. Let’s jump in
The first thing that most companies get wrong. When they are creating a case study for their website, they think the case study is about them. So they go through here’s how hard we worked. Here’s all of the things that we did for this particular client. Here’s what we thought would happen. Nobody cares, right? Your customers are not on your website to make you feel good. They are not on your website to grow your business. That’s not why they’re there. Your customers on your website because they have a problem and they are looking for someone who can help them solve it. And if you are using your case studies to blab on and on about your company, you’re missing out on this huge opportunity to increase your revenue and I think more importantly, to help more people win.
See, how do you do a case study, right? I’m going to walk you through. Step-by-step how to do it. And I’m going to show you an example from one of our past clients and how we created their case studies in a way that are getting them results. So the first thing you’ve got to keep in mind, you have to know what action are you hoping that your prospects right? Your potential customers will take after they read this case study? Or maybe it’s a video and they’re going to watch the case study, but we have to know what action you want them to take? Because that’s the whole point here and if, if you’re just showing people this story and then that’s it, you’re, you’re missing out on revenue. So first, step one is to consider what is that action you want people to take? Now, what we’re going to do is we’re going to orient your case study so that it moves your prospects toward that action. So how are we going to do that?
Let’s move on to step two, show your customers how they will win. Your customers, have a problem that they want to solve in the world of storytelling, what that means is they are the hero in the story. Now, when you talk about how hard you worked to make somebody, you know, to solve somebody’s problem, but you’re focusing on you, how hard did you work to do that? Look at all of these things that you tried, what you’re doing is you’re actually presenting yourself as the hero. Remember, a hero has a problem they are on a journey to solve. And so if we’re talking about you, you working hard, that’s setting you up to be the hero. Even if you’re solving that person’s problem, you’re still making yourself the hero in that story. How we’re going to make your customer, the hero, your client, this person, whose story we are telling, we’re going to make them the hero because your prospects will see themselves in the story about your client.
They’re going to associate themselves with your client now because your prospects are the hero in their own story. We need your client to be the hero in the story that you’re telling. So how do we do that? Well, just like we’re doing with the landing page, I’m going to start with the end in mind. In this case, it’s the results. What are the results that your client was after? Now everything in the story needs to lead them toward that result. So how does a story function? Right? Well, a hero has a problem, right? They have something that they want and they have a problem. That’s preventing them from getting what they want. What do they want? Well, that’s actually the same thing as the results. They’re at the end of the story. It needs to be at the beginning. They want this, but they don’t have it and then at the end of the story, they’re going to get it. But we have to introduce it at the beginning. That’s why we start at the end because what the hero wants is the same thing as the results. Okay? So by asking, what are the results they’re after? We’re going to have that at the end. Great. Put a pin in that, come back to the beginning. That’s what they want. They wanted to grow their business, right? They wanted to, maybe you’re a health coach. They wanted to be stronger. Right? They wanted to lose weight. Right? Okay. Now that hero has to have a problem. The stories about them. So we don’t even need to talk about you yet that we’re going to go through the ClearBrand formula here. If you’re familiar with StoryBrand, it’s very similar to the store and framework. If you’ve read another copywriting book, chances are, it’s pretty similar to that too, but we’re making your client, the hero here.
So what does your client want? Okay. We’re going to state that, then what is the problem that was preventing them from getting what they wanted? So if you’re a health coach, they’re fat. Okay. That’s it. That’s the problem that easy, right? I wanted to be fit. I wanted to look thin. I wanted to get a date and I’m fat. Okay, great. Now we have a problem. Let’s look what this looks like on one of our past clients websites. This is a, a investor and a private physical therapy practice owner who now helps people succeed with their businesses. So if we go to this website here, you can see first thing up top how Dr. Joe helps private physical therapy practices succeed. Okay. That is what his customers want. They want to succeed. And then he’s got a button to schedule your consultation, right? We’re starting with that action right now.
You don’t have to have this button up top here. I think it’s a great practice to do so, then we have a services, but now we get into case study, not knowing what you don’t know. Let’s read a bit of this. Diana and Tim had been practicing therapist for eight years. Okay, great. They don’t practice for two years after they took over their former employers business, you could say they were sailing without a compass Diana found me through my podcast and Tim, my one day workshop, Tim being very reluctant to hire a consultant. Didn’t think they need any help. Okay? So we’re setting up this story here. They, they are like, you. That’s what this first couple of paragraphs say, right? You are a private physical therapy practice owner. Great. So what we’re saying here is they’re like you, they wanted what you want right now, we have a problem. “I got in and immediately saw some red flags. Some of their insurance contracts were not renegotiated. Their clientele were nice enough, but started going to other providers. I asked about physical therapy, retention, attrition rates, and their best payer. All my questions were met with best guesses, not facts.” These are very clear problems. In fact, if you own a private physical therapy practice and you are reading this, you might see yourself here. That’s the whole point,
Right? They, they have, as the customer, you’re reading this story that you are currently living. That’s what we want to do here. Okay? Now I’m going to breeze through some of this. And then we’re going to get to the results that I mentioned. The next thing you need to do is solve the problem. How did you help this person solve their problem? Right? It’s not about them solving their problem on their own. If that’s the story that you’re telling your customers don’t need you. So how did you help them solve the problem? Now, if we scroll down in this here we have. “When I started working with them, they were at negative 40,000 a month net and gross of 75 and in three months. They were positive $17,000.” Right now we’re saying, he’s saying that he helped them solve their problems and make more money, which is what they want to do.
Now, in this case study, he’s detailing some of the things that he helped them do to get there, but let’s skip to the end. Let’s get to the results. “I’m happy to see their practice has now become a huge competition to others. We attract a lot of other therapists from neighboring clinics. The word has gotten out and best of all, Diana and Tim are owners and not employers”. On this website. We have another case study that you are welcome to review. If you’d like, the website is drjoesimon.com, but these are the basic principles you’ve got to set up your customers to be the hero, not you. This is not about you. This is not about how much, you know, right. When you talk about yourself, what you are talking about in your case study is how you help your clients or customers win and you’re coming alongside them in their journey. This is not about how cool you are. Okay? The readers of your case. Studies. We’ll see that when they see the authority that you brought into that solution. And then more importantly, they see the results that your clients got. This is how you use a case study to show your prospects, how you help people like them win. But there’s one more step. And that is this.
You must call your prospects to action. Your case studies need to have a call to action. So you can see in this example, if we scroll down, we have schedule your consultation. This is absolutely key to a successful case study page. We cannot forget that your case study page is a sales page and you’re telling your customers story and how you helped them win so that you can get more clients and more customers. That’s the goal here. So make sure that you include a clear call to action, right? That’s why in step one, we started by figuring out what that action is and in step three. We’re going to make sure that at the end of the case study, you are calling people to take action, to work with you.
If you want to learn more about how to create a website that sells, we offer a free webinar. There is a link below this video. You can join that webinar for free and learn how to create a website that makes you money. We’re not in the nineties. Your website should not just be sitting there in space, taking up room on the internet. That’s not the point. Your website should be a salesperson that ever sleeps and this free webinar shows you how to turn it into one. So click that link below this video to join the webinar for free and grow your company. I’ll see you in the next video.