{"id":798,"date":"2014-06-13T16:41:16","date_gmt":"2014-06-13T16:41:16","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=798"},"modified":"2021-01-26T12:54:16","modified_gmt":"2021-01-26T17:54:16","slug":"how-to-write-a-case-study-for-beta-software","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/how-to-write-a-case-study-for-beta-software\/","title":{"rendered":"How to write a case study for beta software"},"content":{"rendered":"<h2>A client once asked for a customer story on some software just going into beta.<\/h2>\n<p><strong>I was a little stumped&#8230; since that product could take 12 months to generate a ROI.<\/strong><\/p>\n<p>But as one crusty old newspaper editor used to say to any reporter chasing a\u00a0story: &#8220;The paper can&#8217;t print excuses!&#8221;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/images\/blank_news.png\" alt=\"blank newspaper sheet\" width=\"429\" height=\"347\" \/>I didn&#8217;t want to make excuses. So I put out the question on LinkedIn.\u00a0In a couple days, I got 10 thoughtful replies from some fellow tech copywriters.<\/p>\n<p>Their answers stack up like this:<\/p>\n<ul>\n<li>Six said write about the projected benefits<\/li>\n<li>Four said write about the client&#8217;s current pain<\/li>\n<li>A couple said admit\u00a0the product is still in beta<\/li>\n<\/ul>\n<p>Here&#8217;s some more details on each approach.<\/p>\n<p><strong>Tactic #1: Write about the projected benefits<\/strong><\/p>\n<p>These could be &#8220;soft&#8221; benefits as well: better employee morale, improved on-site safety, or whatever.<\/p>\n<p>Here&#8217;s a step-by-step plan from one writer:<\/p>\n<p>A. Identify the\u00a0<strong>functional benefits<\/strong>\u00a0of the product vs the status quo: Why it&#8217;s better, faster or easier than the way things are done now.<\/p>\n<p>B. Identify the key\u00a0<strong>financial benefits<\/strong>\u00a0of the product: How much savings, new revenue or whatever it&#8217;s expected to generate.<\/p>\n<p>C.\u00a0<strong>Set goals for the beta<\/strong>\u00a0and communicate these to testers.<\/p>\n<p>D.\u00a0<strong>Write the story for what it is<\/strong>: You&#8217;re doing a beta test to help measure these benefits for customers.<\/p>\n<p>&#8220;ROI is only part of the story. I think of it as the final score,&#8221; said another writer. &#8220;The rest of the story is about how the software promises to change the game.<\/p>\n<p>&#8220;Think of the story as the piece that runs on the sports page the day before the big game: It can set the stakes, profile the players, and get the fans engaged.&#8221;<\/p>\n<p><strong>Tactic #2: Write about the client&#8217;s current pain<\/strong><\/p>\n<p>&#8220;The best approach is to interview customers about what problems they think the software will solve,&#8221; suggested one writer.<\/p>\n<p>&#8220;You&#8217;ll be able to use the customer&#8217;s pain points for drama, then explain how the software will solve them or what it does differently from competitors.&#8221;<\/p>\n<p>&#8220;Focus on the problem your software will solve, the pain that will vanish when people use your software,&#8221; agreed another.<\/p>\n<p><strong>Tactic #3: Say the product is still in beta<\/strong><\/p>\n<p>&#8220;Beta just means you have some kinks to work out to make the product even better. If your beta software solves a problem, your product will be a success!&#8221; said another reply.<\/p>\n<p>&#8220;I&#8217;m in your shoes frequently when the customer I&#8217;m interviewing is in early rollout and can&#8217;t yet articulate any benefits,&#8221; confided another writer.<\/p>\n<p>She lists her favorite questions to ask in this situation:<\/p>\n<ul>\n<li>With everything else going on in your world, what made you consider joining a beta?<\/li>\n<li>What were your alternatives to doing the beta?<\/li>\n<li>What do you anticipate getting from this experiment?<\/li>\n<\/ul>\n<p>The purpose of beta testing is not just to work the bugs out, but to see what innovative customers do with a product.<\/p>\n<p>Publishing these stories can help a client attract more early adopters and start to make the larger market aware of the software.<\/p>\n<p><strong>Tactic #4: Postpone the story<\/strong><\/p>\n<p>In the end, my client decided to give it some more time. In this case, that was probably the best decision.<\/p>\n<p><strong>LinkedIn: an under-used resource<\/strong><\/p>\n<p>I certainly learned something from the wisdom of my peers. A related lesson is not to overlook LinkedIn as a source of professional expertise.<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/06\/linked-in-logo.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2843 size-full\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/06\/linked-in-logo.png\" alt=\"LinkedIn logo\" width=\"225\" height=\"225\" \/><\/a><\/p>\n<p>Many people are caught up with Twitter and Facebook, which are undeniably fun.<\/p>\n<p>But I believe LinkedIn is a more helpful, and under-used, resource for professional writers.<\/p>\n<p>Note that I didn&#8217;t quote anyone by name in this article, since this is an amalgam of comments from 10 different sources.<\/p>\n<p>But I did create a summary of everyone&#8217;s answers and sent it back to everyone who replied.<\/p>\n<p>You know who you are. Thank you!<\/p>\n<hr \/>\n<p><em>Want to hear whenever there\u2019s a fresh article on this site? <\/em><a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\"><em>Subscribe here to stay in the know on long-form content<\/em><\/a><em>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A client once asked for a customer story on some software just going into beta. I was a little stumped&#8230; since that product could take 12 months to generate a ROI. But as one crusty old newspaper editor used to say to any reporter chasing a\u00a0story: &#8220;The paper can&#8217;t print excuses!&#8221; I didn&#8217;t want to&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write a case study for beta software - That White Paper Guy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/how-to-write-a-case-study-for-beta-software\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to write a case study for beta software - That White Paper Guy\" \/>\n<meta property=\"og:description\" content=\"A client once asked for a customer story on some software just going into beta. 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