As with any marketing communications, the headline makes the difference between whether someone reads your piece or passes on it. And according to studies, you have less than a second. . .
When I began copywriting in 1998 – in the pioneer days of the World Wide Web – businesses still relied largely on printed materials. If you walked into an office,. . .
By Casey Hibbard Twenty (20!) years ago this week, I went out on my own as a freelancer. And most of that time has been dedicated to customer case studies.. . .
By Casey Hibbard In a detailed customer case study, how do you get certain information to stand out? With strategic use of sidebars. A sidebar is simply a callout box. . .
By Casey Hibbard Who uses case studies in their marketing and just how effective are they? Every year, the Content Marketing Institute and MarketingProfs surveys hundreds of B2B marketing professionals. . .
By Casey Hibbard People prefer reading about people – not faceless companies. And people experience frustration, confusion, joy and pride. For a more engaging customer case study, capture the range. . .
By Casey Hibbard In 2001, when I wrote my first customer case study, tech companies were just about the only ones using them in their sales and marketing. Today, that’s. . .
Customer examples are powerful influences in the sales process. Gone are the days of arming reps with just a long-form case study. They need customer stories in a range of formats.
By Casey Hibbard Case study writers, embrace your inner detective…for the truth is out there. And by truth, I mean juicy details to make your customer case studies richer, more. . .
By Casey Hibbard Every so often (ok, rarely), I organize my office. Largely, that means taming my paper situation. To make it easier, I make stacks and then fly through. . .