The silence was my first clue.

After multiple follow-ups, and no word from my case study client, my nerves kicked in. When I did hear, it was to be told they were not satisfied with the case study draft I sent them.

• It’s the first time I heard that response
• The revised final copy did not contain a lot of changes
• So, what was the problem?

Once I worked through the emotions of receiving a negative review, I discovered the problem.

The fatal flaw?

The case study was more about their customer than mine.

Case Study 101

Every case study shares certain elements.

• It is business storytelling
• It is a celebration of success
• It tells the story of how a business solved a customer’s problem

If you are a freelance business writer –

A case study is about your client.

The Story Behind the Story

Why am I telling my own Emperor’s New Clothes?

Because there’s a lesson here – an embarrassing, hard-earned lesson, but an important one.

This was a new client. I was thrilled to work with them.

• Their customer was in an industry I specialize in
• My new client was pleasant, professional – an ideal client

I was very comfortable writing about their customer. After all, it was an industry I knew very well.

When it came time to write about my new client, I realized I was lacking the case-specific information I needed to tell their story.

What I Did

• I reviewed my notes from my initial interview with my client
• I discovered I needed greater detail on their process in this case
• I decided to draft a copy as a “starting point”
• My intent was making better use of their time

“The road to hell is paved with good intentions.”

That decision sealed my fate.

• I communicated that the copy was an initial draft
• I advised my client that I knew I needed to strengthen their story
• I requested we set up a call so I could receive additional information to better tell their story

What I Should Have Done

This was their first impression of my work. Sure, they had read previous samples of my work before offering me the assignment.

It doesn’t matter–this was their story.

I should have set up a call BEFORE writing the copy.

I had not yet earned their trust that I would make it right.

It is important that the customer with the problem is not cast in a negative light, however –

• Make sure the light shines brightly on your client
• This was Client 101 – I knew it
• I made a bad decision

So, lesson learned.

What lessons have you learned from your business faux pas?

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