Making a case study traditionally takes marketing teams from days to weeks (after having the conversation(s) with the customer).
This changes. Now.
With generative AI tools like ChatGPT and Bard, creating case studies would not be a cakewalk. But it would become much, much easier.
Is it as simple as feeding ChatGPT a transcript of your call with the customer where you discussed pain, solution and impact? Not really, unless you want something bland. But we are getting close already.
Read on to find out how you can create case studies within minutes and hours instead of weeks using generative AI.
Why Case Studies?
"Why are case studies the secret sauce of marketing?" you might ask, eyebrows arched in curiosity, as you sip your third espresso of the day.
It's simple: a well-crafted case study is like a bedtime story for your prospects. It's a tale of transformation, showcasing how your product or service swooped in like a superhero, solving problems and making life a whole lot better.
A top-notch case study isn't just a dry list of facts and figures. It's a narrative, complete with challenges, solutions, and a happy ending. It's about painting a picture of possibilities, a 'what could be' for your potential customers. But creating such compelling content can often be as tricky as choosing the right doughnut in a room full of pastries (should you go for the classic glazed, or be daring with that pistachio cream-filled one?).
But what if I told you that there's a way to whip up a delicious case study as effortlessly as a barista crafting your favorite latte? Meet your new AI-powered pal, ChatGPT.
Developed by the fine folks at OpenAI, ChatGPT is a language model that can write like a human, but with the speed and tirelessness of a machine. It can generate almost any type of text, given a suitable prompt. And that, my friends, includes your next killer case study.
You might be thinking, "Why should I use an AI to write case studies? What's wrong with good ol' fashioned elbow grease?" Well, nothing at all! But let's be honest, we're all juggling a thousand tasks, and if a friendly AI can lighten the load and save us time, why not give it a whirl?
In our next section, we'll walk you through how you can use ChatGPT to craft a case study that will have your prospects saying "Where do I sign up?" faster than you can say "AI-powered storytelling." Stay tuned, and remember to keep that espresso close by!
Crafting the Perfect Prompt for Your Case Study
Crafting a prompt for ChatGPT is an art and a science, much like making the perfect guacamole. Too many onions, and you overpower the avocado; too little lime, and it lacks that tangy zing. The key is in finding the right balance. So, let's roll up our metaphorical sleeves and dive into the world of crafting the perfect prompt for a case study.
First things first: context. ChatGPT needs a bit of hand-holding in terms of understanding what you're asking it to do. So, you'll need to start your prompt with a clear, direct instruction, like "Write a case study about..." Then, provide as much detail as possible about the customer, their problem, your product or service, and how it provided a solution.
Remember, this is where you're laying the groundwork for your case study. You're setting the stage, introducing the characters, and outlining the plot. The more detail you provide, the richer and more nuanced the generated content will be. If you're vague, ChatGPT might end up creating a case study about a bakery when you're actually selling software as a service. And let's face it, that would be a cake disaster!
Example Prompts for Case Studies
To give you a better idea of how to craft these prompts, let's look at some examples.
"Write a case study about a SaaS company named 'Techie Turtle' that offers project management tools. Their client, 'Rocket Rabbit,' a digital marketing agency, was struggling with missed deadlines and miscommunication among team members. After implementing 'Techie Turtle's' tool, they saw a 40% increase in project completion rates and improved team collaboration. Include testimonials from 'Rocket Rabbit's' project manager. Snippet of his quote below: [include quote]"
"Create a case study detailing how 'Sybill,' an AI platform for sales reps, transformed the sales process of 'Sunny Solar,' a renewable energy company. 'Sunny Solar' was facing low conversion rates due to inefficient follow-ups. After using 'Sybill,' their conversion rate increased by 30%, and they managed to streamline their follow-up process. Incorporate feedback from 'Sunny Solar's' sales manager: [insert quote]."
These prompts provide the bare minimum detail for ChatGPT to generate a coherent and focused case study. Remember, specificity is your friend here. So, don't shy away from details, and you'll be rewarded with a case study that hits all the right notes.
I would include a brief blurb about your company, a blurb about the company using your product and where they were struggling, details on how specific parts of your product or service helped them overcome their struggles, include qualitative evidence and quantitative evidence, and a proper closing statement in the prompt itself. Yes, it’s still some work, but an order of magnitude less than what you’d have to do if you were writing the entire case study yourself.
5. Reviewing and Refining Generated Content
Just like a freshly baked cake, your generated case study needs a little icing and maybe some sprinkles on top. In other words, don't expect your AI assistant to nail it on the first try. After you have your initial draft, it's time to play editor.
Think of ChatGPT as your creative brainstorming partner. It'll provide you with a solid base that you can then build upon. Did it get all the facts right? Is there a flow to the story? Are there any weird phrases that sound like they were written by a robot in the 1980s? (Because, let's be honest, that can happen.) You need to fine-tune the language, check the facts, and ensure the tone is right for your audience.
Keep in mind that ChatGPT doesn't know your brand voice (unless you told it in the prompt), and it certainly doesn't know your company's latest style guide. So, you'll need to do a bit of polishing to ensure the case study fits seamlessly into your brand's narrative.
Leveraging ChatGPT for other Marketing Materials
Congratulations! You've just used AI to create a killer case study. But why stop there? ChatGPT can be your secret weapon for all kinds of content creation. From blog posts to social media updates, from newsletter content to product descriptions - you can leverage the power of AI to generate creative, engaging content that resonates with your audience.
Remember, the key to effective communication is understanding your audience's needs and delivering value. With ChatGPT, you can do just that, but without the caffeine-fueled late nights and writer's block.
As we wrap up this guide, remember that AI is a tool in your toolbox - it won't replace your marketing team, but it can certainly make your life a whole lot easier. And who knows, maybe your next promotion will be thanks to a case study written by an AI!
So there you have it, your comprehensive guide to creating case studies with ChatGPT. Remember, the perfect prompt is a blend of clarity, detail, and context. Review and refine the generated content to align with your brand voice, and don't be afraid to get creative with how you use this powerful AI tool. Now go forth and let your AI-assisted case studies shine a spotlight on your product's superpowers!
Stay tuned for more insider tips and tricks on leveraging AI for your SaaS marketing needs. And remember, at Sybill, we're always here to help you make the most of your sales conversations. So why not check out how our AI can boost your sales game?