DIY Case Studies: A Drop-Dead Simple Guide to Writing Killer Marketing Case Studies

Case studies: Love ‘em or hate ‘em, everyone uses them. In fact, case studies are among the most common pieces of marketing collateral—70 percent of companies use them—and they’re also considered to be among the most effective, ranked second only to in-person events. Today, content is a critical part of most marketing strategies (content marketing, anyone?) but that doesn’t mean companies are adding writers to churn out case studies. Often, the job falls on product markers, PR people, even CEOs—in other words, people like you—to pick up the slack. But how do you write a case study that appeals to prospects, gets your message across, and sounds professional? This book shows you how. Inside this updated second edition you’ll find: -- A walk-through of common case study components, and how to write them -- Advice for finding customers to participate in your case studies -- Simple writing and editing tips for any level of writing skill -- Tips for painless customer approvals -- Sample outreach emails and interview questionnaires -- A sample case study interview transcript and a resulting sample case study that illustrate how it all comes together -- A bonus writing guide / template to help you write product data sheets, the workhorse of product marketing In short, everything you need to do it yourself and become a case study (and data sheet!) writing expert.