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How to Write a Case Study Prospects Actually Want to Read

  • How to Write a Case Study Prospects Actually Want to Read

    by Dan Shewan


    Author: Dan ShewanThe case study has long been a staple of marketing departments everywhere. However, despite the prevalence of marketing case studies and their potential impact, most of them are dull, boring, and forgettable.


    It’s Not About Me, It’s About You, The Customer

    In fact, most case studies are bland and instantly forgettable. That is because marketers ignore the fact that case studies are stories in the most literal sense. They get preoccupied with things like brand voice or messaging matrices and forget to leverage the narrative form that makes stories so compelling. Or, even worse, they simply can’t stop themselves from harping on about how great their company is, the gravest of sins when case studies are concerned.


    So how can you write a case study that prospective customers will actually want to read? What is it that makes a case study a compelling document? To learn how, read the full article at WordStream.com.

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