Real quotes from clients can boost your marketing impact.

For a commercial freelance writer, case studies and testimonials endorsing your work are a simple and effective marketing tactic, offering evidence your skills have value beyond you simply saying so. Some examples:

•    Indelible Think’s client stories include some hard success stats (not easy to come by)
•    kelseyohalloran.com integrates quotes into the narrative of her site
•    Copywriter Joe Coleman uses an attractive gallery approach

They can deliver directly to your bottom line. ‘We’ve had several projects come in as a result of positive testimonials from other clients in higher education,’ says Jo Marshall of All Things Words, which specializes in content writing for universities. ‘Our UCL case study in particular has led to us working with multiple departments and faculties across the university.’

Testimonials versus case studies

A testimonial is usually a sentence or two that speaks to your overall ability and reliability. (‘Dan is great at turning complex material into user-friendly, impactful prose.’) A case study is a more in-depth treatment, usually of a specific project, ranging from a few paras to a few pages.

‘We use a mix – from shorter quotes to third-person narratives to first-person interviews,’ says Jo Marshall ‘It’s social proof for us but also helps us showcase our skills at the same time.’ See more of her examples here.

Writing for audience needs

A mix of lengths can suit different needs. Potential clients checking out options want at-a-glance info. Highlight the essence of what you do, the calibre of your clients, the difference you made.

Clients close to engaging you may want more detail. Likewise, more complex services, such as tone of voice or content audits, need more depth so people can understand your process and pricing.

It’s always good to have short snippets and soundbites that you can sprinkle through your marketing material, perhaps linking to deeper stories.

Structuring case studies

Case studies are typically structured along these lines: intro about the client and what they needed, how you helped, what the outcome was, client quotes and success stats (if you have them).

Even if you can’t supply stats, you can boost softer wins, e.g. ‘The client was delighted to have copy that brought its new branding to life’ or ‘Since the launch of the new blog, the client has seen steadily increasing engagement rates.’

Deploying case studies strategically

Your case studies need to reflect your full range of skills and services, especially those you want to do more of. There’s no point having 30 testimonials about your blog-writing skills if you really want to move into content audits.

Even anonymised case studies can work if they tell a strong story. In heavily regulated or highly competitive industries, anonymity is expected.

Sourcing case studies

When starting a new project, ask about a possible testimonial. If you have to negotiate on price, securing this promise can sweeten the deal.

There’s no time stamp on case studies, so look back at old projects. Sometimes you can turn a project you did while fulltime employed into a story for your own marketing purposes – a common trick used by agency copywriters who leave the nine-to-five and go freelance.

Promoting your worth

Sprinkle quotes wherever you promote yourself. On LinkedIn, snippets of client praise make compelling short-form posts, and you can add formal recommendations on your profile. Embed quotes on sites like Upwork. Include them in pitches. Add your best soundbite to your email signature.

Getting case studies finalised

Clients are often willing to help if you’ve done a good job, but a case study isn’t a billable activity for them so it isn’t a priority. Make it easy for them by offering to draft something they can review, perhaps following a brief interview. Some clients like to chat, while others prefer emailed questions.

‘Talk to your client about it being a straightforward process – that you’ll send questions in advance, then write it all up and send over for checking and sign-off,’ advises Jo Marshall.

For more on the power of case studies, with stats and tips, see this Copyhackers article.

BIO: Dan Brotzel’s latest novel, The Earth Husband, is now available for pre-order. His other books include Thank You For The Days and The Wolf in the Woods. He also writes widely on Medium

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