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
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.