Tip #5 of 25 - Write Case Studies That Sell

Case studies, those illustrative examples of consultants' past work, have long been a staple of their proposals and Web sites. Unfortunately, many clients breeze right by them, expecting them to be the me-too, self-serving promotions of consultants’ accomplishments they have seen before.

But case studies don't have to be lifeless. Put your case studies to work for you--make them a definitive factor in the client's decision to hire you.

Seven Elements of a Killer Case Study

• Tell a story. Don't just list facts. Describe the problem and its impact on the client's customers, suppliers, employees, and shareholders.
• Place the client’s success, not yours, at the center of the story.
• Describe how you worked with the client to solve the problem.
• Be specific. Don't rely on generalities. Describe the details of what you did.
• Don’t overstate results, but clearly document the value the client received.
• Provide access to references whenever possible.
• Keep it short.

A well-written case study should answer the number one question clients ask consultants: How will your team work with our team to achieve the results we need? Case studies also clarify approaches, strategies, and resources that you have successfully used on other projects.

For each case study, name the client company, if possible. Some clients prefer confidentiality, and you must honor that trust. But case studies have more punch if the company is named, instead of being referred to as a “global provider of medical supplies.”