It’s commonly called "content marketing" but most people I know use content such as case studies more frequently as sales tools in "content selling." During a sales call you learn what a prospect is ...

Here's how to write a case study that showcases the benefits of your product or service and turn visitors into buyers, clients, or customers. Anyone can write nice things about their own brand. But ...

A carefully crafted advertising case study tells potential advertisers how your medium helped a company build their brand or make more sales. Case studies are useful on your website, in print, in your ...

Whether you're part of a big, high-tech marketing automation company or a mom-and-pop shop selling widgets out of your garage, positive user reviews and testimonials are invaluable to your business.

Attorney experience: It’s the No. 1 selection factor for prospective clients, beating out firm brand, pricing and more. Indeed, clients want attorneys who can solve problems like theirs; clients want ...

Have you read any case studies from your law firm's peer or competing firms recently? Have you read your own firm's case studies recently? If you have (or even if you have not), what I am about to ...

Case studies are like condensed action films—full of characters, plot, and conflict—in which, thanks to your help, the clients get what they want. Part of a case study's persuasive power comes from ...

If you can open with these five items, the introduction virtually writes itself. It’s important to keep this brief. Remember, brevity is the soul of readability, and a sentence on each of these points ...