How a great case study is like a fairytale

12/14/2011 | MarketingSherpa

Case studies fit the framework of classic storytelling perfectly, so testimonials should adhere to the basic storytelling principles of conflict, overcoming action and resolution to engage readers, writes Adam T. Sutton. To make them interesting to readers, interweave product info into the story and think in dramatic terms about how the customer is challenged with a problem and then used a company's product to live happily ever after.

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