AUDIO CLASS
The Case for Case Studies (Why You Need Them and How to Write Them)
Michael Stelzner and special guests Steve Slaunwhite and Casey Hibbard explore how to create stellar case studies.
Host: Michael Stelzner, author of the book Writing White Papers
Special Guests: Steve Slaunwhite and Casey Hibbard (case study experts!)
Duration: 57:28
Cost: $29
You Get: Downloadable MP3 Audio Recording of the class and a 36-page Class Transcript
Choose to pay securely with PayPal, bank account or credit card. Credit card options are at left on the payment page. After purchasing, BE SURE to click the 'Return to Compelling Cases' link to download the class audio.
Customer case studies are an increasingly important sales and marketing tool for businesses, as buyers look for evidence that products and services deliver.
And they're a fast-growing opportunity for writers.
Why do they work and how do you create effective customer stories?
Understand the power behind customer stories and how to create them in a way that gets readers to act.
This one-hour audio class, presented by Michael Stelzner of WhitePaperSource, helps both businesses and writers understand the role of case studies in sales and marketing, and how to create compelling customer stories.
Class Take-Aways
- Why case studies are one of the most versatile marketing toolsHow customer stories fit in every part of the sales cycle
- How freelance writers can get in on case studies
- 3 ways to leverage a customer story in marketing
- Strategies for making your case study request to customers
- The key elements of a compelling story
- How to create customer stories that persuade audiences
- Drawing the most effective information out of interview subjects
- Cardinal sins in case studies
- The ins and outs of customer approval
Class Panel
Host: Michael A. Stelzner is one of the leading authorities on the topic of writing and marketing white papers. He has written more than 100 white papers for many of the world's most recognized companies, including Microsoft, FedEx, Motorola, Monster, Hewlett-Packard and SAP. Michael is also the author of the bestselling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.
Guest: Steve Slaunwhite is a recognized authority on creating and marketing case studies. His expertise has been featured in The Wall Street Journal, Software CEO and WordBiz Report. Steve is also the founder of ForCopyWritersOnly.com and has authored numerous books, including The Everything Guide to Writing Copy and Start & Run a Copywriting Business.
Guest: Casey Hibbard is the founder of Compelling Cases, a company designed to help businesses capture and leverage the customer's voice for a greater impact in their sales, marketing and PR efforts. She has written more than 300 case studies for big companies such as Macrovision.