![]() And that same research found that scanning was extremely common for higher-literacy users. The Nielsen Norman Group released some research that found online users read – at most – 28% of the words on a web page with 20% being more likely. As the person writing this, it seems absolutely crazy to think that there are people out there who won’t read every single word in this post. Many readers will jump straight to the section of what they can expect to get from your business.ĭon’t forget to include the client’s testimonial and photograph, so your audience can further relate and trust the results of their campaign. Format Your audience will be convinced only if they can see the hard numbers of what they can expect from going with your service. Give the readers all the numbers you can – sales growth, ROI, revenue, company growth, etc. ![]() Go into the story of how your solution solved the customer’s problem with some narrative and load this section with all of the specifics of your client’s success. Nothing to fear, because you’re going to back up your claims in your next section. You should be enthusiastic and promotional in this section. Let your audience know how bad ass your solution can be without toning it down. This is your big chance in the case study to sing the praises of what you do. Let the reader connect their struggles with what your client was up against. Also, explain why the customer was originally looking for a new solution and how/why they decided to go with yours. But for the case study keep your audience’s focus on the success of your client. Your solution armed your client with the opportunity for success. Don’t put all the spotlight on the greatness of your product. But you must keep the focus of the study on the issues and SUCCESS of the customer. This corresponds with the narrative points outlined above.
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