How to write a copywriting case study

A copywriter’s work with every new customer starts in most cases with the presentation of the copywriter’s portfolio. However, the portfolio allows the customer only to get an idea of how the copywriter writes: how well he knows the syllable, how competent his writing is. But the most important thing is missing – the indicators of the copywriter’s effectiveness. The main task of the case is to show to potential customer the experience of copywriter in solving the concrete problems of his clients.

The principal difference between a case and a portfolio

Nowadays, the vast majority of copywriters simply send to the potential customer samples of their texts in the form of scans or links to google docs. But such a portfolio allows you to get rather one-sided information about the copywriter’s work. The case, on the other hand, is a complex information, on the basis of which the customer will be able to conclude whether the copywriter is suitable for a particular problem. The case contains information about the number of conversions to the articles by the copywriter from different sources, reviews of the articles and other information.

How to write a good case

The copywriter, who cares about his reputation and about the constant presence of his clients, makes sure that after each client’s order, he asks if he can use the project in the case or in the portfolio. A project is used to demonstrate it to other clients only with the consent of the person or company for whom the project was made. 

Only projects for which there is feedback and the ability to take specific data are included in cases.

On no account should inaccurate information be provided, let alone adjusting the figures on screenshots with graphic editors in your favour. Exposing the deception may cost the copywriter his reputation.

In the case should be very clear, concise and concrete. The potential customer should immediately see all the performance indicators of the copywriter.

You can also attach to the case the method of calculating the cost of copywriting services and the basic rates, such as rates per 1000 characters, etc. The methodology also stipulates: separate payment for content promotion, selection of illustrations, creation of infographics and other additional services.

Approximate case structure

A standard case structure is considered to be: “Problem – action – result”.

A good copywriter places in the case a brief description of the service provided, containing the problem or a list of problems to be solved, the way the problem was solved and also a confirmation that the problem was solved successfully.

Nowadays more and more customers are demanding from copywriters not a portfolio containing a certain number of texts, but competently made cases, on the basis of which one can conclude that the copywriter is not only competent in writing, but also has a set of skills to solve certain tasks of online promotion of the customer’s resources.