Chris Kenworthy – Embodiment Coach & Facilitator in Leeds

Tag: case study

Two pain-points for people with small, creative businesses
As you might have read, I’m reorienting my freelance business. That means transitioning from at-the-coal-face copywriting, to copywriting coaching.
And part of that transition involves defining the problem my ideal clients face – people with small, established creative businesses. But more importantly, expressing that in a way they can connect with. The messages I send to these people must be framed in terms they understand.
This is standard copywriting practice. Moreover, it’s just how copywriters like me organise our thoughts. I’d do the with any copywriting project – experiment with angles, tone and message.
So this post is another brain-dump to help along that journey of developing my freelance business. It’s also my collected thoughts after chatting to a UI designer about their pain points. It revealed two interesting angles I’m toying with.
The premise underpinning these messages is described on my homepage. It’s that their work doesn’t feel as fulfilling as it could be. They need more meaningful work with their ideal clients.
The proposed solution is my insightful case study product. This is where I teach creative people how to gather and produce case studies. They’d use these market what they do, as well as better understand their value. I’d deliver this as a masterclass workshop or one-to-one coaching.
Here are two principal angles:
1. What you take for granted
There are unique things about you, the way you operate and what you stand for, that you completely take for granted. Trust me. How you do what you do may as well be magic to the people you serve.
Likewise, the things you stress about – like delivering on-time to budget, don’t matter nearly as much as everyone thinks they do. Sure, clients will say they’re important. But they’re not qualities they really care about.
Wouldn’t you like to know what they really care about? What they really value.
You could ask them. But they probably won’t give you a meaningful answer. You need insight that’s useful. Insight you can act upon, and use to gain more clients.
The way to get that is to frame your request differently.
And one powerful way to do that is by inviting them to take part in a case study. A story where they share insight for the benefit of people just like them (but also for you). About what it’s like to be in their position, how someone like you helps, and what really matters to them.
2. It’s not easy promoting yourself
Selling yourself is difficult. It’s not a natural thing for creative people to do. Especially when it comes to writing about yourself – marketing your services to the kind of people you want to work with.
So let’s look at this from another angle.
What are you a natural at talking about? I bet it’s your craft. You could talk all day about the finer points of how you illustrate, programme or design.
That’s safer territory for you.
So, what if you could use that as your frame of reference when it comes to promoting yourself? Instead of a hard-sell, you’d write about your craft instead.
Well you can, with the insightful case study.
Think engaging stories of people eventually getting to grips with a problem. Thanks to your help – their creative catalyst, they’re able to surmount their challenge. And share insight all about how other, likeminded people can do the same. Likeminded people who also happen to be prospective clients for you…
Writing like this is more authentic and believable. It’s also more useful and valuable to the kind of people you want to serve. So it’s more likely to get read and shared.
It’s just marketing. But marketing you can get behind. Because it’s on a subject you could talk all day about.
December 15, 2019
The insightful case study sweet spot
Recently, I resolved with myself to launch an insightful case study masterclass workshop in spring 2020. And it was while introducing myself to a fellow coworker at Castleton Mills, that I realised I need a snappy way of defining exactly what an insightful case study is.
Traditionally, case studies have been snapshots of products or services delivered successfully to satisfied clients. They tend to be factual accounts and problem-solution focused. Occasionally they allude to some sequence of events and developing relationship – the barebones of a story. And their objective is to prove your aptitude at doing what you do.
They’re illustrative, yes. And often effective too – they tip the balance for people who are already convinced to buy. They’re a late purchase-journey sales tool.
But they’re not very interesting to new prospective clients, if you want to gain more meaningful work with your ideal clients.
From now on, let’s call old-fashioned case studies these classic case studies.
Yet what I’m proposing is more of a modern, marketing spin on the classic case study. Let me define it in terms of this, and two other familiar sales and marketing tools.
In a radical departure from the norm, here’s an illustration:
What we’re interested in is the overlap between these three powerful sales and marketing tools. Because this is where the insightful case study sits, gaining the proven benefits of all three:
- Authenticity from testimonials: in a client’s own words, their voice and quotations.
- Value from explainer content: useful (e.g. ‘how to…’ or ‘5 ways to…’) insight explaining how to overcome common challenges.
- Perspective from case studies: a story or challenge presented through the eyes of people you help.
Insightful case studies hack the tried-and-tested formula of demonstrating credibility (which all three elements do individually). But they supercharge it with story and insight, making it authentic and valuable.
An example case study for a small, creative business
Suppose you’re a graphic designer or programmer. You work with clients who prioritise positive social or environmental impact (hello – basically you’re my ideal client!).
Sure, you could write a classic case study. Like a factual account of the time you devised a brand for a renewable energy startup struggling to find its feet. Or how some software you programmed reduces food waste for schools.
Now, what if your account was an insightful case study instead?
In it, your client shares their pain before you came along. Then they reveal pearls of wisdom you shared, ideas you set free, and solutions you helped them realise, on their own terms.
This would all be delivered through authentic quotes from your client. And threaded together using your own extrapolated insight and learning points. It’d be on a timeline that’s easy to follow too. One that demonstrates your ability to grow and learn, alongside people you love to help.
Wouldn’t this kind of case study be more likely to get read and believed? Because you’re sharing content that’s useful to prospective clients.
So instead of saying “here’s how I deliver success, fancy some?”. Now you’re saying “here’s how people like you solved this problem, maybe this gives you some ideas I can help you with?”
Insightful case study workshop launching in spring 2020
There, I’ve said it again so now it really must happen.
I intend to teach people like you how to harness the power of the insightful case study. It’s a tool I’ve been putting into the service of big, successful global brands for years.
Now you, a small creative business, can afford to reap the same rewards. And help people at the same time. With more meaningful work, in the service of your ideal clients.
December 13, 2019
Why it’s easier to write about what you know
Here’s another age-old writing adage for you. Write about what you know, they say. By that we mean experiences – the stories and things you’ve been involved with, or are passionate about.
The premise is that writing about what you know is easier. It’s safe ground because you’re confident about what you know – having lived the experience. It’s authentic.
But here’s another thing. It’s also really useful. Especially when it comes to marketing.
Now compare that to writing anything promotional about yourself and your business. By that I mean sales copywriting. Anything that advertises your service and sells what you do.
That’s hard. It’s awkward too
I’ve lost count of the number of times I’ve spoken with creative people with small businesses who keep meaning to update their website. Or write more copy about their services. It’s like a terrible burden to them
Why?
Because you’re no longer on safe ground. So you put it off, avoid it all together. Even if you do get around to it, it’s rambling and incoherent. It’s unstructured too, because without a story timeline (like those experiences above) people aren’t sure what to write. They wing it, without planning. Then a copywriter has to step in and take over.
This post isn’t about convincing you to hire a copywriter
Quite the opposite, in fact. What I’m about to advocate is that you write your own case studies. Because when your case studies are written by you, words come more easily. They’re more informed. More passionate. But most importantly – more authentic.
That’s why I’m launching a case study masterclass workshop to empower creative people, problem-solvers with the tools you need to write your own case studies. From planning, to interview techniques, right through to the edit.
Leave slick promotional copywriting to the pros but write your own case studies
But when it comes to case studies, if you have the time and inclination, learn to write them yourself.
Write about what you know. Draw on your expertise, and share it wholeheartedly. It absolutely does have marketing value. Because your genuine love of your craft will attract people with similar problems.
Publish your case studies, and soon you’ll build a new audience, brimming with prospective ideal clients with challenges you’re perfectly placed to overcome.
December 9, 2019
Changes are coming
Today I’m drafting a new home page. It’s something I’ve been avoiding for a long time. But not for the usual reasons…
I’ve been thinking long and hard about exactly what I want to do with my freelance business. Until recently I’ve hedged my bets. I’ve offered everything from brand copywriting, tone-of-voice work and case studies.
From now on though, I’m focusing on what I do best, for the people I’m best placed to serve
Eventually, I’ll move away from copywriting exclusively on behalf of my clients. That’s in favour of consultancy and workshops that help clients do it themselves. That’s because I get a real kick out of coaching people, teaching and helping them focus on what really matters, being their best.
Doing the copywriting on their behalf doesn’t always press that button. But setting them free to write their own copy. And empowering them with their truth feels much more rewarding, whenever I’ve done it.
So more client copywriting coaching, less client copywriting
Hire me, and you’ll have an experienced copywriter right by your side when you write. I’ll prompt you, keep you focused on your readers, and help you say what you really mean. You do the writing, but I’ll be there all the way through. To guide your focus, and develop your message.
Similarly, I’ll be leaning towards case studies as my main copywriting product (although vehicle might be a better word for it).
By that I mean the insightful, informative, enlightening pieces I’ve become known for. Sure, I love writing case studies. And learning new things and meeting new people. But it’s more about the extra value they reveal.
I want to teach people how to write their own case studies. So they not only gain a useful bit of insight for marketing. They also gain a deep understanding of their value through the eyes of their clients.
That’s gold dust from a market research point of view. Plus, it helps attract more of the same – meaningful work with your ideal clients.
So the other strand to my coaching business will be case studies
To that end, I’ll launch a case study masterclass workshop in 2020. In it, I’ll give away all the expertise I’ve gained over the last 10 years. Like working with huge international brands, promoting their cause through thought-leadership, best practice, and insight.
And who will I be doing it for?
Well, people like me – creative people, small businesses and freelancers. People who battle with the challenges I know all too well. Ideally, they’ll create socially or environmentally useful outcomes too. Above all else though, they’ll be people who love to put their expertise into service of others.
Oh.. Did I mention there’s podcast too?
November 19, 2019
Write and interview your OWN case studies! Really? Awkward.
OK, I see your point. Essentially, you’re asking someone (a client) why they enjoyed working with you so much, and what makes you so special. That might feel a little uncomfortable when you come to write your own case studies in-house (whether you’ve been trained to do so by an expert or not).
I know because I’ve been there, sat face-to-face with someone reflecting on the experience of working together when they say nice things. It’s a bit unsettling if you’re not so good at accepting praise. It’s just one of the reasons why people hire freelance copywriters to write case studies on their behalf; there’s the benefit of impartiality, as well as expertise.
This post isn’t about emotional hang-ups and pride though. And whether you find praise awkward or not, sometimes it’s just plain difficult to get at insight, beyond polite, one-dimensional platitudes.
What I can teach you is how to move beyond platitudes and superficial conversation, to expose the real value hidden inside compliments and general friendly chit-chat.
You see, writing good case studies that resonate isn’t about regurgitating glowing praise and endorsements. In fact, that can detract from your overall objective of crafting useful insight for someone with a similar problem.
What it’s really about is much more profound.
How to mine for deep insight
We need to interrogate the insight that underpins compliments and platitudes – the essence of what happened and why that resulted in praise and one more satisfied customer:
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Thanks for saying I was a delight to work with. What is it about the way we work together that makes you say that though? 
You were kind and thoughtful. 
Thank you. So how did that manifest in the day-to-day?
Well, you went beyond what was required. 
In what way?
You went beyond what other people have done for us.
Interesting. Are there any specific examples you remember?
Other freelancers we've used only do the bare minimum, they don't spend as long as you analysing the problem before they try and fix it. Like that time you...
So, let me check I've understood this correctly - you're saying the trick is to spend longer than you think on the problem, be really analytical and really get to grips with the pain before you try to fix it, regardless of how it gets fixed it?
Yes, that's it!
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Bingo. There’s the insight.
Reflected glory
From the subtext, it’s obvious that you personally (as the solution provider in this case study) deliver on all these things, because you wrote the case study, and it’ll probably appear alongside your brand, on your website.
So don’t worry about soaking up some of that kudos.
This isn’t about distancing you from the story, it’s about keeping things focused on insight and the real value of what happened, lessons learned for your readers – prospective ideal clients.
The language of problems
If your work is creative and consultative, chances are you’ll have some process of deep analysis and design before you actually go away and do something on your client’s behalf.
Don’t underestimate the relevance of that. Focus on it.
That period of defining the problem and expressing it are no less valuable (arguably more valuable) than actually fixing it. It brings on lightbulb moments – realisations in your client. Doors open for them. They take back control of something that controlled them for far too long.
Sure, you helped fix the problem but you’ve got to paint yourself as just an actor in an ongoing play. A catalyst. Enabler for people to take control and fix their own problems. Business people love that – long-lasting sustainable solutions that they take ownership of.
What to do if you don’t quite mine deep enough
If you don’t manage to probe as deeply as you’d like, and can’t solicit the kind of quote you’re looking for in your case study, there are ways around this.
When writing, you can edit a quote into third-person, so if your interviewee says ‘Chris helped me see something I’d never realised before’ rewrite it as
‘It’s all about holding up a mirror, and revealing things you might take for granted. You’ll know what they are because they’ll seem really obvious in hindsight.’
You’d verify this insight during the interview by reflecting this sentiment back at them, to confirm and check that’s what they meant. Check my case study interviewing and writing framework for more advice on paraphrasing.
You can also mine for insight by framing your questions in a different way. Just ask ‘so, what does this mean for someone reading this in the same situation you were in, before I was on the scene, what would you say to them to help?’ If they say ‘hire you’ laugh it off, joke about how that’s not quite as impartial as you’d like. But remind them you’re hunting for insight and advice. Ask them to talk to you as they’d talk to their past-selves (someone in the muddle now that they were in then). In fact that’s often how I like to begin my case study interviews.
Focus on value, not yourself
Coming back to pride, getting over yourself, and handling it gracefully when people say nice things about you – you’ve got to stay focused on what comes out of this case study exercise. You love helping people with your expertise. You want to do more of that, right? The best way to do that is to really uncover and understand the value you bring, presented through other people’s eyes.
This stuff is seriously useful market research, it tells you what you really stand for, what you really do – so you can go out and offer it to even more people. They’re clues about what you need to do more of, to get more of this kind of work.
A final note
During this article I’ve assumed you’re doing this all alone, like I do, as an independent freelancer. Of course, you might be a team of people in your small creative business. That’s why it pays for all of you to get smart on how to write case studies, so someone who wasn’t quite so intimately involved can carry out the interview – keeping things more objective and impartial, like a freelance copywriter would.
November 15, 2019
Now published: Want to know your value AND gain more meaningful work? Interview clients. Write case studies like this – 5 article series on LinkedIn
I’ve now successfully brain-dumped most of what I know about writing insightful case studies into a comprehensive series of articles on LinkedIn.
This post is to link them all together in one place, and follow-up on what happens next.
This series of articles begins with an introduction, called Why the world needs your case studies. It then moves on to more hands-on insight and advice in these core five articles:
(My objective was always to get this all out of my head and into the open – not to develop my clickbait headline-writing skills. Hence the repetition in the titles).
What next?
The plan is to edit and improve these – condense them into an eBook that’s perhaps more accessible than LinkedIn’s Pulse publishing platform. This’ll be a free download to encourage best-practice amongst copywriters, in-house writers, marketing, comms and PR people.
Next year I’ll launch my first case study masterclass full of insight and hands-on help. That’ll be to test the content, find out what people would like more of, and spread word that this insight is what I do best.
I’ll continue writing case studies myself, but I’ve found a real joy in helping other people be their best, by learning new skills to express themselves. Longer-term, the case study masterclass workshop will be one of my core products that support why I do what I do – empowering people to focus on what’s important, so they can realise their full potential.
Case studies are just one, perfect manifestation of that mission – empowering them to gain more meaningful work, ideal clients and a deeper sense of their value – through the eyes of people who matter most.
November 11, 2019