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

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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

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The Barnes Is Back!

Today a special celebration of the wonderful news that the Barnes Collection seems to have been successfully moved from its suburban home to museum row in downtown Philadelphia. You can read all the details in the NY Times, and my … Continue reading

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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

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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.

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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

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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

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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

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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

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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

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