I remember the first time a client offered me a case study writing assignment.
I was petrified.
It was early in my copywriting career and I didn’t even know what one looked like. I had a lot of questions …
“What the heck is a case study?”
“How long is it?”
“What is the format?”
“How much do I charge?”
I didn’t have a clue.
Of course, these days, I know more. A lot more. In fact, I write dozens of case studies for clients each year.
Case studies now rank high on my list of the most fascinating — and lucrative — projects I handle. (I’m sure glad that client offered me the job all those years ago!)
If you’re unfamiliar with case studies, don’t worry. They’re really quite simple. A case study is just a fancy name for a success story — the tale of a happy customer and his or her experience using a product or service.
Lately, I’ve noticed that more and more companies need case studies written, yet have difficulties finding writers who can do the job.
That spells OPPORTUNITY for you and me.
And it gets better.
Consider the following:
1. Case studies are not difficult to write
They are similar in style and format to a newsletter article. So if you can write one of those, you can write a case study.
2. Case studies are relatively short
Usually about 400-800 words in length. Once you’ve gained a little experience, you’ll be able to knock one off in less than a day.
3. The formats are standardized
Unlike ads and direct mail, you won’t get stressed out by having to come up with a dazzling new concept or killer headline. The basic structure of a case study is remarkably simple. All that’s required of you is to get the facts and write a good piece. (For interview tips, see my article Scheduling and Conducting a Case Study Interview.)
4. Case study writers are in demand More companies are scrambling to get case studies written today than ever before. I can’t give you an exact figure but, in my opinion, the demand for case study writers has increased significantly over the past couple of years.
5. There is little competition
I’m not sure why, but few copywriters go after this market. Some may not know it exists. Others may mistakenly think that case studies are dull or technical. Not true! Case study writing is storytelling. It’s fun!
6. Case studies pay well
Surprisingly well. Now, you won’t get the superstar rates paid to “big league” direct-mail copywriters. But most clients do pay handsomely for case study writing. Earning $100 per hour is not an unreasonable expectation for an experienced writer. I know many who earn a lot more.
Right now, the case study market is booming. Why not jump in and get your share of these fascinating and lucrative writing gigs?
If you’d like to learn all the details, tips, and tactics to writing case studies, check out AWAI’s program, Writing Case Studies: How to Make a Great Living by Helping Clients Tell Their Stories.
