Hey friend 👋, I’ve been hearing a ton of doom and gloom from freelancers over the past few weeks. “I can’t find jobs.” “I’m worried about AI making this career impossible.” “I just don’t know what to do next.” Even if you’re in a good spot, it’s hard to ignore this constant negativity. My best advice? Turn off the noise. Get out into the world and do something you enjoy. (Here’s me ignoring social media and looking at a cool rock in the Carlsbad Caverns National Park instead).
Times might be challenging right now, but that’s okay. Marketing has existed for decades, and writers aren’t going anywhere. Work might look different, but sometimes one pivot is all you need to go from struggle to success. That’s why case study writing has been my #1 recommendation for freelance writers. We talked about why last week. This week’s letter breaks down everything you need to do to position yourself as an expert case study writer. I hope it adds some clarity to the journey. Feel free to reach out if you have any questions! In the meantime, find something that brings you joy, and tune out the doomers online. Freelance writing isn’t going anywhere—even if it looks different than you pictured. Best, 🐦⬛ Cody DeBos P.S. I need your help! I want to start featuring real-life stories in this newsletter of freelancers who are crushing it right now. Is your business thriving? Did you recently land a big client through a new framework? Has a recent pivot reshaped your career? I want to hear about it! If you’d like to be featured (with a link back to your website), just reply to this email and let me know! Or reach out to me at cody@ravenwoodwriting.com. Can’t wait to hear from you!
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Letters From My Desk 📬The Ultimate Guide to Positioning Yourself as a Case Study Expert
There’s a booming freelance writing niche no one is talking about right now: case studies. If you missed last week’s article, I broke down exactly why this niche is such a lucrative (and AI-proof) opportunity. You can find it here. Of course, you can’t just walk in from the street and start making money as a case study writer. I have clients come to me every month for new case studies, but that’s only because I spent years growing my expertise and building a huge portfolio. Luckily, it’s not too late to do the same so you can get in on this action. Case study writing is currently my #1 recommended way to secure your freelancing future. In this article, I’ll break down everything you need to know to position yourself as an expert case study writer and start landing jobs. 1. Master the Craft of Case Study WritingThis might sound like a no-brainer, but you have to know what you’re doing if you want clients to open their checkbook. No one is paying $5,000 for someone to write a mediocre case study. But they’re thrilled to pay $5,000 for a case study that brings them $50,000 in business. Your goal is to write the latter. If you can, there is no shortage of opportunities. Mastering the art of case study writing comes down to three things. Study Exemplary Case Studies You aren’t the first case study writer. You won’t be the last. There are thousands of terrific case studies out there to learn from. Start by analyzing what makes them effective. For example, HubSpot’s collection of case studies showcases how businesses successfully use its marketing tools, giving potential customers a glimpse into their future. Adobe’s customer success stories highlight innovative strategies and tools through the lens of real-world applications. Valtech shows how its experts adapt to the unique needs of every client to deliver tailored solutions that drive measurable results. (I wrote a few of these 😉). Bynder uses case studies to showcase how its innovative tech saves money for clients and streamlines their operations. Swym uses powerful data points to prove why its e-commerce software outperforms competitors. 410 Medical uses real-life stories recapping how its innovative infusion device saves patient lives in emergency situations. Only by learning from the best can you become the best. If you want to write brilliant case studies, start here and learn what goes on under the hood. Understand the Perspective Case studies get attention because of their storytelling. Yet, at its core, an effective case study is a marketing tool meant to convert prospects into clients. They show why your client’s products or services deliver real-world value. They showcase tangible results that build trust and credibility with potential customers. Writing a great case study starts with understanding the goal. What does your client want to achieve? What narrative can you write to get them there? Develop a Repeatable Process Every case study is unique. But writing them tends to follow a familiar pattern. When you develop a process that’s both efficient and repeatable, you’ll be able to write better case studies faster. My process looks something like this:
2. Build a Portfolio That Demonstrates ExpertiseSo, what’s the best tool in your case study arsenal? If you guessed a portfolio, you’re right. Having relevant samples is more important than ever. Clients can hire just about any writer to write a blog post. Case studies are more important—and thus require a more refined approach. If you’re new to case study writing, that’s okay. Some creativity can lead to great samples for your portfolio. I wrote my first case study for a local non-profit, recapping their successful implementation of a public health program after receiving a government grant. I offered to write it for free to get my foot in the door (though they insisted on paying). That sample eventually led me to landing a five-figure retainer gig with a national non-profit in the same niche. If you’re just starting out, find an organization doing work you’re passionate about and offer to help out. You can also develop mock case studies. Pick a company you like, research publicly available information, and create a hypothetical case study that shows your ability to analyze and present data. You can even consider pitching that company with your sample and ask if they’d like to work on a custom report. Showcase Your Work Professionally Once you have some sample case studies under your belt, things get easier. But you need to showcase them effectively. Dedicate a separate page on your website or portfolio specifically to case studies. Make it easy for potential clients to find and review them. When you pitch them, send a direct link to that page to bypass the other writing you’ve done so they can focus on the case studies. Lots of writers miss this step. It’s a big no-no. Your portfolio can (and should) contain a plethora of samples, but they need to be well-organized and segmented from each other. Don’t confuse your clients with samples they don’t need to see. 3. Position Yourself as a SpecialistIf you’re treating case studies like another service on your menu, you’re already losing. You can’t be a “freelance writer who also does case studies.” You need to be the case study expert. Clients don’t want generalists. They want someone who knows their industry, understands how case studies work as a marketing tool, and can deliver high-converting results. That starts with picking a profitable niche. So… Pick Your Niche Wisely If you don’t already have a niche, I recommend checking out my free course, Niche to Rich. You’ll learn how to identify profitable niches and walk away ready to pitch clients in just one hour. Enroll for free here. Not all industries pay well for case studies. Some don’t even use them. But others will pay big money for a writer who knows their industry. Some of the best niches for case study writers include:
Pro Tip: Start by looking at industries where you already have experience. If you’ve written blog content for SaaS brands or come from a healthcare background, you’re in a prime position to pivot into case study writing. Develop an Irresistible Value Proposition I see so many freelancers struggle to sell their services because they position themselves as writers, not problem-solvers. A weak pitch: “I write case studies for SaaS startups.” A strong pitch: “I help B2B SaaS companies turn customer wins into high-converting case studies that earn trust and drive sales.” See the difference? One is generic. One digs at the client’s aching need and then delivers a solution. If you can articulate why your case studies bring measurable results, you instantly become more valuable. Remember, the goal is to become an irreplaceable strategic partner—not a writer. Your value proposition should answer:
Once you nail this, everything else—your website, LinkedIn profile, and cold outreach—becomes ten times more effective. What Comes Next?If you want to make real money as a case study writer, you can’t just wing it. You need to master the craft, build a rock-solid portfolio, and position yourself as the go-to expert in your niche. If you do these things, I promise clients will start coming to you. Most freelance writers will skim the advice in this article and move on without doing anything. Don’t be that writer. If you’re serious about landing high-paying case study gigs, pick one step from the three above and start implementing it right now. And if you want to know exactly how to land those dream clients and command premium rates? Stay tuned. I’ll be covering that in another newsletter in the near future. Not subscribed? Get yourself on the list here so you don’t miss out! In the meantime, don’t forget to check out Niche to Rich and uncover your ideal speciality for free in just one hour. Cody’s Top PicksThis is the part where I share some of the content I’ve been enjoying lately. Hope you enjoy! (This section may contain affiliate links. If you make a purchase through these links, I’ll earn a small percentage, which helps support this free newsletter at no extra cost to you.)
“Storytelling is the most powerful way to put ideas into the world today” — Robert McKee, author
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