Don’t worry, we’re halfway there. Next up, the Solution section.
This section is all about you, but you should start with the customer’s evaluation of other products and services first. Obviously, none of them were up to snuff, but including them shows the reader that you welcome head-to-head comparisons with your competitors. If you have space, you can talk about how the customer found your company, but you should definitely include which products and/or services its team ultimately selected and a brief explanation of why.
The next paragraph should cover implementation, if, of course, it was a positive experience. If the rollout was fast, easy, inexpensive, and/or relatively straight-forward, then include the details. If the customer had a horrible time getting your product up and running, then you should conveniently forget to mention this part.
Use subsequent paragraphs to discuss specific features or functionalities that appealed to the customer. In general, you should aim for one feature per paragraph. I’ve read lots of case studies where writers try to cram in too many unrelated details into big, unruly paragraphs. It ends up sounding crazy and disjointed. You can mention several features in the same paragraph, but make sure there’s some common theme that unites them. For example, if the customer says that the WidgetTron 6000 has a great user interface and is easy to install, these could be combined in a paragraph that focuses on ease of use.
If possible, you should start the results section with a blanket statement about how much better off the customer is since turning to your product. Something like this: “After turning to the WidgetTron 6000, Pronto Pies has become Chicago’s leading chain of pizzerias.” Often, customers can’t or simply don’t want to attribute that much success to just one company’s products. In this case, something a bit vaguer will also work: “After turning to the WidgetTron 6000, Pronto Pies has experienced a range of benefits, from increased sales to happier customers.”
Then, you should mention your biggest and best metric, if you have any. Hard numbers, like a 60 percent increase in revenue, should always go before touchy-feely benefits, like greater peace of mind. If your biggest and best metric happens to be extra impressive—maybe a 200 percent revenue increase—then you should devote a whole paragraph to it. If it’s just good, then you can use it to support your blanket statement.
You should then devote subsequent paragraphs to specific results, just as you did with the features in the Solution section. Again, each result generally deserves its own paragraph. You can include multiple benefits in the same paragraph, but try to connect them to a larger theme. For example, if Luigi mentions that he’s seen more pizza orders, as well as bigger orders (that is, people ordering salads and garlic bread in addition to their pizzas) due to the WidgetTron 6000, those could be put together in a paragraph about how the technology enables a faster, easier ordering process.