A case study about a case study about writing... case studies
Iām not even 100% sure that ā is accurate.
(I feel like Iām now walking around circles in my mind to see if I made any sense.)
Currently Iām in the part of my writing process where Iām taking a break. (Brought to me by Elyse Myersā new podcast!)
I want to take a brief moment (because I have literally 6 case studies due in 7ish days from this moment š) to dance it out, listen to something fun (podcast), & snuggle my dog, Jac š¾.
(Please allow me to once more feature my cute lilā writing assistant ā)
I should then segue back to the story about me writing case studies by sharing my favorite Spotify playlist. Itās called Dramatic Violin & makes me all kinds of happy.
(If you donāt have Spotify, check out Joelās Instagram. If you donāt have Instagram, Iām sadābecause we canāt be IG friends.)
Joelās music checks out against my writing playlist checklist:
I cannot sing along to the songs
The music is upbeat/uplifting/it bringeth energy to me
I donāt find it too stuffy
Nowā¦ I shall break down my case study writing process.
This round started with client interviews.
(After booking the clients, of course.)
Interviewing clients for their case studies is something I love to do, but havenāt had the opportunity to do often.
Most of my clients come to me with pre-recorded audio and/or video interviews.
And that works really well!
But when Iām able to chat with the people whose lives theyāve transformedāI feel like Iām getting some super-special access to something magical.āØ
(āSee Instagram Reel for what my authentic reaction looks likeš)
Whether Iām recording an interview or working with a pre-recorded session, I end up taking notes.
And once I figure out what to highlight, I create a story arc.
My friend Brenna helped me figure out I have a framework for this. Iām pumped to share it with you!
Are you even ready?!
MeetāThe P.E.T. Framework š¾
This method streamlines the story into Before, During, & After.
Snagged this beauty^^ from The Comprehensive Case Study Training for Solopreneurs + Copywritersāa self-paced program I launch throughout the year!
Pš¾
What PROBLEM was this person facing before finding you? āTheir solution!
Eš¾
What was their EXPERIENCE like working with you? (or going through your program, etc.)
Tš¾
What TRANSFORMATION occurred as a result of working with you? (Keep in mind, these wins may be external factors like money or internal/emotional shifts.)
From thereā¦
The SEO research & strategy begins!
(This is something we cover extensively on The Simple + Smart SEO Show podcast. #shamelessplug š)
I take what my client has told me they want to highlight about the case study subject (remember, the human weāre featuring!)
I combine it with what their ideal client is searching for (and actually typing into the Google search bar)
And narrow in on 1ā2 key phrases (even though we call them keywords I find long tail keywordsāaka key phrasesāto be super effective)
Like Emeril says, āBam!š„ā
Youāve got yourself the start of an on-page SEO strategy for that case study!
Youāve found the easy part ā ā ā
Time to write that case study story draft!
(a little something I like to call your s***** first draft)
This is where Iāve lived most of my last 7 days, haha.
Typically when Iām drafting these stories, I write the initial draft & walk away for a day or two.
This time around Iāve been working through the drafts a bit faster with the help of my super special secret.
My boyfriend.
Dan is a nonfiction book coach & editorāand my entire copyediting department!
As a copywriter, I can produce the writing. But Iām terrible at being my own copyeditor.
Having Dās editing help has been Game. Changing.
(I havenāt actually like asked him about thisābut he usually peeps my blogs, so hi Babe! What do you think of this idea? ā¬ļø
I think Iād like to offer his help inside The Comprehensive Case Study Training for Solopreneurs + Copywriters next time. āØHint: launching again in March 2023!āØ)
An inconclusive list of how having a copyeditor has helped my case study writing process:
I work much faster now knowing that my clients wonāt be seeing that SFD copyātheyāre seeing a polished, cohesive project that accurately represents them & their client!
My perfectionist & procrastinator tendencies (<< Iām not even sure I wrote that right, D, can I get a check on aisle 3 please?) have to shut it in order for me to create something for him to actuallyā¦ edit.
Because weāve worked together on so many case studies at this point, weāre turning into QUITE the well-oiled machine! (I love having a job where I get to work with my man ā¤ļø)
**Just a note that that button ^^ takes you to a super efficient, kind, caring humanās page. BE NICE.
He works on a number of different projectsānonfiction books, book descriptions, articles, Amazon Author pages, web copy, etc.
To recapā¦
I make notes from the interview
Create a story arc
Complete SEO research & develop an on-page strategy
Draft the case study
Run it past my copyeditor
At this point
The first edited draft of the case study is sent to my client.
In that email, I share what helpful feedback looks like.
(I learned early on in my career that that is a critical component!)
My people usually get back to me in ~3ā5 days, typically with minimal modificationsāany copywriterās dream!
I tweak anything thatās mentioned, and thenā¦
Fin!
The case study is complete! And ready to go to their web designer forā¦ design.
(I did create my own site, but thatās not my forte. āØCrafting compelling messaging based in story, SEO, & client language is.āØ)
This year Iāve actually partnered with a couple stellar web designers & I couldnāt be more excited to collaborate with them!
Soā¦ with ALL of that ā¬ļø being saidā¦
Listen to my interviews ALL about case studies:
Drop any Qās you have about case studies!
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