ClickInsights: What is the biggest mistake to avoid when writing a case study?

CLICK DOCUMENTS What is the biggest mistake to avoid when writing a case study? Compiled By: Ambal Balakrishnan 1

CINDY KING Blog CindyKing | Twitter CindyKing Not doing the research you need to get the best story The biggest mistake you can make is not doing the research you need to get the best story. This means asking the right questions and digging to find the key elements of the story. When interviewing international clients, or people from different cultures, you need to take extra time to make sure you get the full story and get it right. cindyking.biz 2

MICHELE LINN Blog Savvy B2B Marketing | Twitter MicheleLinn Not having a plan The biggest mistake you can make when writing a case study is not having a plan. I think there is a general misconception that case studies sell themselves; what’s more powerful than the voice the customer, right? However, to get the most value from your story, you need to be as prepared as possible, considering things such as your target audience, where your audience is in the buying cycle, what information you want to highlight and what format will work best. linncommunications.com 3

STEPHANIE TILTON Blog Savvy B2B Marketing | Twitter StephanieTilton Don't focus on your products or services Some companies mistake a case study as another venue for promoting their products or services. If someone wants to learn about those offerings, they can read your brochure or technical white paper. Your case study should highlight how the customer was able to address its challenges or achieve its objectives using your product or service. tentonmarketing.com 4

Recommended Resources from Case Study Experts Blogs Casey Hibbard's blog Stories that Sell Cindy King's blog CindyKing Michele Linn's blog Savvy B2B Marketing Stephanie Tilton's blog Savvy B2B Marketing Books Casey Hibbard's book Stories that Sell Jill Konrath's book Selling To Big Companies Joe Pulizzi's and Newt Barrett's book Get Content. Get Customers. Others Steve Slaunwhite’s Cracking the Case Study Market LinkedIn Group – Success-Story Marketing Group 6 Steps to Successful Case Studies Jonathan Kranz's eBook: Making Your Case: Everything You and Your Colleagues Need to Write Compelling, Lead-Generating Case Studies 5

CLI CK DOCUMENTS THANK y o u www.clickdocuments.com/connectthedocs 6

ClickInsights: What is the biggest mistake to avoid when writing a case study?

by Ambal Balakrishnan on Jul 02, 2009

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