Writing a Case Study

New customers look for proof before they’ll take the final leap. So when you're closing a sale, you'd better have a case study or three up your sleeve.

A true story of a job well done will build trust, ease concerns and move the prospect one step closer to making a commitment.

This module covers:

  • Why - and when - will customers care about your past successes?
  • Finding client stories to suit your marketing message
  • Focusing your story on a linear theme
  • Controlling the conversation with interview subjects
  • The 4-step sequence for telling your story
  • Writing up your story and making it easy for the reader
  • Protocols for using – and adapting - quotations
  • Laying out the story on the page or screen
  • Where to use the case study in your sales & marketing cycle
  • Adapting your briefing and feedback process to generate new stories

Writing a Case Study can be adapted to suit your sector and in-house skills: either as a stand-alone session or as part of a training day.

Your training package can include other modules listed in this section. Please call for latest pricing and availability.


YOUR BONUS: "Do You Talk Like That At Home?"


My book on how to write simple, conversational copy is a kind of antidote to hype and boardroom speak.

Since it was published in November 2013, I've been getting calls, tweets and emails from people telling me how it's changed the way they write.

It's also had a few 5-star reviews on Amazon, from readers who say they've finally hit on a winning formula.

So while it's not my place to tell you this is a great book, I can tell you that lots of other people think it is! See for yourself.

And this year, I'm including it free in your training package. Every delegate receives a copy, so they'll have an instant refresher long after the day is done.

In this section


    Project: Editing and rewriting an annual report. Creating an easy, conversational style for a mixed audience, from internal stakeholders to you, me and the gatepost.


    Project: Direct mail and collateral for a major high street supplier of digital hearing aids. A control-busting campaign that won a Canmol Award from the CIM in Wales.

    Read the Case Study


    Project: Website copy for one of the UK's leading digital agencies


    Project: SEO and copy for a new website, spreading the word for a national charity. Also included training in SEO and copywriting.

    Rebranding and website by AA Media, Codeworks and Folio Typographics

    Read the Case Study


    Project: Consultancy, SEO and web copy for the top Mercedes commercial dealers in Wales. I know a lot about vans, you know.

    Website created by SpinDogs

    View website


    Project: Consultancy, SEO and web copy for an all-Wales IT project. Also included training in SEO, copy and case study writing.

    Additional work: delivering workshops for SMEs, on various bits of copywriting and digital marketing.

    Website created by S8080

    Read the Case Study


    Project: SEO, copy and strapline for an awesome training team. Handover project included training in copywriting and SEO.

    View website


    Project: Ad concepts for a high street and online betting legend, promoting a new opportunity to overseas affiliates.


    Project: Revamping case studies and email marketing - asking local employers to offer placements for IT students.


    Project: Consultancy, SEO and copy for a series of micro sites - promoting women’s entrepreneurship, business incubation and some nifty activities around London 2012.

    Also included training in SEO and copywriting.

    See women’s entrepreneurship website

  • UWIC

    Project: Supporting the marketing team at Cardiff Metropolitan University. Projects included course page copy, a charitable appeal and training to build SEO and copywriting skills.


    Project: Concepts and copy for a series of brochures, web pages, annual reports and info packs - promoting physical activity in the workplace, at home and everywhere in between.

    Designers included Spring Creative

    Read the Case Study


  • James Daniel...Copywriter
    T/A EarthMonkey Media Ltd
    Sandringham House
    1-3 Cemetery Road
    Bridgend CF31 1LY
  • 0845 643 6261
  • james@jamesthecopywriter.co.uk

Latest from Twitter

James Daniel

James Daniel @jdcopywriter


Here’s why you should always hammer the message home: [buff.ly/2qeThU4] #business

James Daniel

James Daniel @jdcopywriter


Love this article by @MattFnWallace on getting paid as a writer: buff.ly/2qJzakc

James Daniel

James Daniel @jdcopywriter

23 May

Finding a copywriter is easy. But finding the right one…that’s a minefield. Free report: buff.ly/2pSPNLw

James Daniel

James Daniel @jdcopywriter

22 May

Cool challenge for copywriters: put words into the Hovering Art Director’s Mouth buff.ly/2ryRRpb

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