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Effective Marketing Education Using Case Studies
from:Marketing is all about believability. The more your visitor believes in your promotion, the more likely s/he is to buy your product or service. There is nothing your copywriter could put on paper that is as potent as the straightforward expression of a pleased customer. A case study is a brilliant way to offer a specially created story that puts the reader in the position of the decision maker. Case studies bring your concepts to life, and the reader will be able to discover both the challenge as well as the solution. If you're not familiar with them, case studies are histories of business initiatives. They are somewhat akin to articles, but they put your guest into the shoes of the individual making a difficult decision. If you have to convince others to embrace your point of view, or purchase your products, or vote for you, then you may observe that a case study will be useful. In fact, you might already be doing something like that. Whenever you tell a story that is planned to present a certain point, you are using a type of case study. To really capture attention with your marketing, you must make your readers identify with your report. A compelling way to achieve this is with a case study. A case study is essentially a client’s success story. It works because, if done correctly, your readers will identify with your client, recognize their own predicament, and catch a glimpse of how you can solve their problem. You should create case studies that are easy to read and understand -- like reading a story. Keep your case studies close to one page, with most of them running between 600 and 1500 words. You need to use enough space to get the point across that your product does exactly what you assert that it does. Case studies are impressive for your Web site. Spread them all through your site and have a page that is dedicated to them, as well. This is specifically important if you sell from your Web site without your visitors being able to speak with you directly. Purchasing online is all about trust, and well-written case studies can be key tools for establishing trust with your readers. As you flesh out the case study, remember that you are trying to get across that the company or individual in the case was faced with a difficult decision. And the more your reader experiences that struggle, the more effective the case. Provide an outcome, if feasible. Let the reader know which choice the person or company made, and how their decision worked out. In the end, you've been telling a story, and your audience will appreciate knowing how it ended. Ideally, you would not give the reader access to the outcome until after s/he has identified with the solution and has made the decision that this will be effective in their own setting. Many times, a case study can be more powerful then your brochure or sales literature. Case studies are valuable resources. Keep the tone of your case study conversational ... nobody wants to read long, boring text. Use your customer’s own words whenever possible. This is the power of story telling. It allows you -- the main character, the hero -- to show your expertise in action. Case studies allow you to show your prospects exactly what you can do for them -- with the same techniques you have utilized successfully for others. === 587 words
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