How to Create a Case Study that Sells

Case StudiesA client asked me to review a bunch of case studies he’d written and give some pointers. They were written well. The grammar and the language were good. But there was a problem. The case studies were not written to be read.

I know that sounds outrageous, and obviously my client intended that prospects would read his case studies, but they just weren’t engaging. They made my eyes glaze over. And, sadly, this is fairly common. [Read more…]