Stories Engage your Readers
When you’re blogging, writing an article a press release or a case study, most people don’t want to read a dull, detailed recitation of the facts. Even if what you’re selling or sharing is a technical or complex subject. If you want your readers to get past the first paragraph, tell a them a story. This is especially powerful in a case study — when you’re sharing a customer experience and a positive outcome that saves the day!
Set the Stage :
Tell your reader the situation and the background to the story:
- What “problem or challenge” was the customer facing?
- Who was involved in the search for a solution?
- What options were available?
- Identify the obstacles.
- What was the timing?
Introduce the Cast:
Briefly describe what your company is about, what you offer and who the players are… as well as what expertise you have and any credentials or awards.
Then talk about who the likely customer is, what departments and employees would be involved in a solution. Give some background information on the industry in general as it relates to this issue.
The Plot Thickens:
This is where you get to the heart of the matter.
- What’s at stake?
- How will this solution be implemented?
- How long will it take?
- Will this lead to better operations or new products in the future?
A Happy Ending:
Summarize your solution to the customer’s problem Show how you implemented the solution, what resources were needed and why. Give specifics and explain the steps you took and why.
Be sure to point out the benefits, both technical and business, that your solution provided for the customer. It also helps to make sure you point out any new areas the company can pursue in the future as a result of your solution. Everyone likes a Happy Ending :).
About the Author: Deb Ward is owner and founder of iMedia Buzz, Inc. which offers SEO Copywriting, Keyword Search, and Content Creation to small businesses.
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