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They should be able to relate to the problems of your featured customer, and see themselves achieving their own goals by using your product or service. Although case studies can be used to accompany new product launches, they are not merely vehicles to talk about new products. They can be used to advertise new products or features, but it’s not about 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.We introduce the protagonist of our story – the client – as well as the problems they are trying to solve. Although I never use strict rules when writing case studies, this section usually runs between 200 and 300 words in length; just enough to introduce the hero of our story and tease the problems they face, but not too much that it would dissuade more casual readers.
Case studies are little more than tools to be used by either self-motivated prospects researching your company, or by sales professionals as tools to help convince prospects to convert – nothing more.
This begs the question – why create marketing case studies at all?
The answer is because they’re Now that we’re clear on what a marketing case study is (and isn’t), as well as why you should be producing them, let’s talk about how to actually write a case study worth reading.
Your angle is the “hook” that will catch your audience’s attention, but it’s essential that ALL prospects can relate to and identify with the problems encountered by your case study’s “protagonist.” This means catering to your core demographics and target markets, and solving the problems most commonly experienced by your customers.
Remember how we said that most marketers are obsessed with the notion of “storytelling” despite not actually telling many stories?