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Archives
Monthly Archives: May 2012
Writing an Effective Case Study: Focus on Results
Finally I would like to do a post on actually writing a case study since I have a few more tips to pass on. For me the most effective strategy was to “think backwards,” that is, I started with the … Continue reading
Information High-Tech Marketing Copywriters Need about Customers
High-tech companies are often created in the proverbial garage and are controlled by engineers who have quite different mindsets than marketing professionals. Regardless of the engineering-marketing power struggles that may be going on in the management of particular companies, marketing … Continue reading
Posted in Writing
Tagged audience, copywriting, engineers, high tech companies, marketing, writing improvement
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Downsizing Case Studies
If you understand how to do a complete “classic” case study, the other versions (which I will call “success stories” and “endorsements”) should be easy for you. In this post, I’ll talk about what is usually missing in the shorter … Continue reading
Posted in Writing
Tagged case study, endorsements, marketing, public relations, success story, web writing, writing improvement
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Why Smaller Companies Avoid “Classic” Case Studies
In this blog, I have been discussing how to produce effective “classic” case studies, which companies like Microsoft and HP create. Today I would like to do a quick post about why smaller companies are less likely to do them.
Posted in Writing
Tagged case study, legal issues, management, marketing, public relations
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How Can I Get My Work Edited?
Here is a quick post with a few possibilities for getting your work edited. One is a tip if you want to try to do it yourself (can’t hurt!), and a story about something clever we did in a marketing … Continue reading
What Does an Editor Do?
I was reading a blog about self-publishing the other day, and the blogger was very sincere and charming. Unfortunately, her blogs were all in 1,000-word paragraphs, and it was very difficult to read more than five or six sentences in … Continue reading
Tips for Professional Interviewing
While outlining this post, I realized that most of the tips discussed here apply to interviews in general (including job interviews), as well as to professional interviews for case studies, so I have discussed both. I also realized that, even … Continue reading
Posted in Survival Skills, Writing
Tagged case study, interviewing, job interviews, marketing, research, success story
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Case Study Interview Questions: Short, Precise, Clear
Although interview questions can be conveniently divided into “classic” format sections (problem, solution, results), the questions themselves need to be tailored to specific circumstances. If you have done your research, the story should already be forming in your mind. Interview questions … Continue reading
Posted in Writing
Tagged case study, interview questions, interviewing, marketing, success story
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Researching a Case Study: Building Confidence
Once you have your permissions in place, it is time to research your subject and build your confidence, regardless of whether or not you plan to speak to the customer directly. At the least, you will need details about the customer … Continue reading
Posted in Writing
Tagged case study, interviewing, marketing, research, success story
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