The case study has been a key tool in the marketer’s box for decades. The goal is to show an example of what a company’s services are, highlighting the quality of work, the business impact, the ROI, etc.

However, very few people want to read your case study (including your entire internal team). There is a chance that someone who is on the verge of moving from the Evaluator ARC to the Buyer ARC might find it mildly helpful, but they would never call it interesting. In short, most case studies miserably fail at their intended goal.

Why? [Read more…]