This blog post is part of the Website Copywriting Dissected series.I have a little secret to share with you. Copywriting isn’t always about the direct sell. In fact, when it comes to case study copywriting, you need to be more subtle.

Copywriters use tactics and strategy to persuade and inform readers, sometimes leading straight to the solution, and sometimes providing more indirect routes to the ultimate goal – a sale. Case studies fall into the latter type of website content. The case for indirect selling

In all fighting, the direct method may be used for joining battle, but indirect methods will be needed in order to secure victory. ~ Sun Tzu, from ‘The Art of War’

I’m not saying that selling is war, but Sun Tzu’s point about strategy is important. For some prospects, the direct approach fails to convince because of their scepticism, lack of familiarity with your business, and good old distrust. In these cases, we must win over the minds of our prospects with indirect copywriting techniques.

We must provide content which shows a solution to a known problem. “But I don’t want your solution for someone else’s problems.” I’ve heard many sales people throw that one out when I am talking to them about case study copywriting services.

That stance is approaching the solution directly. No. You don’t want someone else’s solution. What the case study is there to do is to convince the prospect that your company has solved a similar problem for someone else.

Indirectly, this means you can also solve their problem. Their mind is won over by the indirect method of showing what you can do, so that they believe you can also do the same for them. What we’re aiming to get prospects to think, is not that you already have the solution at hand.

We want them to think: “Someone else hired them and were successful as a result. I want to be successful too and solve my problem. I’m going to hire them too.” Never underestimate ‘me too’ in your copywriting.

We’ll go into more detail on the parts of a good case study in the next few posts.

Coming next in the series: Case study copywriting Part 2 – Great titles

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