How are case studies, white papers and video scripts alike?
What does copywriting for case studies and white papers have to do with scriptwriting you ask? Surprisingly, quite a bit.
The research process for all of these projects is practically identical. For starters, they all require the same kinds of background information.
- Who’s your target audience?
- How will the finished white paper, case study or video be distributed?
- What is the Specific Topic of your piece?
- What is the Main Objective? What do you want your prospect to do after they’ve watched or read your piece?
- What is the Main Benefit of your product or service that needs to be communicated in order to achieve your Main Objective?
- What are the Key Support Points about your product or service that will make the Main Benefit more believable to your customer? (name at least 3; five or six is even better!)
- What supporting materials can you provide me for my research? These can include any marketing materials, PowerPoint presentations, web sites, previous white papers, old case studies, R&D papers, and press releases. I’ll take anything you can give me. Too much information is better than too little. The more versed I can become with your product or service, the more words I’ll have to work with when I start writing your copy.
- Who are your willing content experts that I can interview for my research, and pull quotes from for the finished piece?
- Who is the competition? More for my edification and research than inclusion into your final paper.
- How long would you like the finished product to be? White papers are typically 6-8 pages, case studies, 2-4 pages and online videos, about 2-6 minutes, depending on the purpose of the video.
- Who will be my designated point of contact for the working drafts of the paper?
- And of course, what’s my deadline?
Now what happens?
I’ll pore over the marketing materials you’ve given me, then do additional online, book and/or periodical research, and interview you and/or your content experts. If I need more information, I’ll come back and ask you where I might be able to find it.
Then it’s a matter of fashioning all of that research into your specific product, whether it’s a white paper, case study, or a video script. Any one of which will clearly illustrate how your product or service can best solve your target audience’s problem.
And isn’t that what you were looking for?