The ATA Chronicle - November/December 2022 - 15

HOW
CASE STUDIES
CAN HELP YOU
MARKET YOUR
T&I SERVICES
Confidentiality clauses and codes of ethics make
it difficult to discuss the specifics of what we
do, but case studies can be a great solution in
solving the issue of rarely getting to share our
work with those who could potentially hire us.
By Madalena Sánchez Zampaulo
C
ase studies are
gold. They're also
underutilized in the
T&I world.
Many people, including
our clients, read reviews
and success stories before
investing in a product
or service. And while
testimonials are powerful,
case studies allow you to
tell the story of your clients'
successes as a result of
working with you. When
well-written, case studies can
be very useful in marketing to
potential clients.
Case Studies as a
Marketing Tool
As translators and
interpreters, we don't often
get to tell others about our
work, at least not the finer
details. Confidentiality
clauses and codes of ethics
make it difficult to discuss
the specifics of what we
do, but case studies can be
a great solution in solving
the issue of rarely getting to
share our work with those
who could potentially hire us.
Sure, we can send a potential
client a sample or take a
test, but a case study can
help clients see themselves
in a story that ultimately
ends in success. Not only
that, but stories are easier to
remember. They keep people
engaged and interested in
what you do and how you
can help them overcome a
specific challenge.
How to Build a
Case Study from Your
Clients' Experiences
The hardest part about writing
a case study is determining
the story you plan to tell.
If you're unsure how to
craft the content for a case
study for your website or
LinkedIn profile, think of
the times when a client has
complimented your work or
shared a positive outcome that
couldn't have been achieved
had they not hired you.
y What did they say (and
what words did they use)?
y What did you do for
them that helped them
achieve success?
y Is this the kind of success
your ideal clients are
looking for?
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The ATA Chronicle - November/December 2022

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