Writing Case Studies

Writing Case Studies-64
While we’d all like to think of ourselves as logical people living in a logical world, but we’re actually instinctual people who rationalize our emotional decisions after the fact.The tension, emotion, and cold hard facts in well-written case studies appeal to both systems—a killer one-two punch that ensures you’re covered no matter which system is taking the lead at the moment.With a ton of happy clients, she could’ve chosen any of them to feature. She wanted to use case studies to attract more clients looking for help launching products and courses.

While we’d all like to think of ourselves as logical people living in a logical world, but we’re actually instinctual people who rationalize our emotional decisions after the fact.The tension, emotion, and cold hard facts in well-written case studies appeal to both systems—a killer one-two punch that ensures you’re covered no matter which system is taking the lead at the moment.

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So instead, she approached Rick Mulready to capture a story that would support her goal. But how do you find willing candidates and get them on board once you’ve got your strategy in place?

The first step is identifying candidates who have a strong positive affinity towards you.

System one is always on, while system two requires focus and gets quickly depleted.

The bad news is that the majority of our decisions are made by system one.

And even just reading about goals and challenges can spike serotonin levels, which triggers the pursuit of goals and loss avoidance.

When it comes to marketing, being forgotten is death.Done well, case studies are stories that help you stay top-of-mind and sell at the same time.According to Dual Process Theory, there are two systems at work in the human brain: system one is fast and emotional, and system two is slow and rational.That’s where customer success stories curb stomp other content.According to Jennifer Aaker, a professor of marketing at Stanford Graduate School of Business, a story is up to 22x more memorable than facts alone.Not only that: storytelling, done right, can literally influence the chemicals in your brain. Brian Cugelman of Alter Spark explained that a good editorial hook can increase your dopamine levels, which gives you an emotional reward that temporarily makes you feel energized and curious.In addition, using a story to describe a threat can boost your cortisol levels, which grabs your attention and drives you to remove the pain or threat, real or perceived, ASAP.And I’m about to hand you YEARS of knowledge I’ve picked up the hard way.As a quick example, conversion copywriter Kira Hug was keen to do case studies.The truth is that getting case studies right is difficult and time-consuming.It’s a heck of a lot harder than just plugging in a “Problem, Solution, Results” rubric.

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