A customer strolls through a busy trade show hall. Everyone in your booth is helping visitors but your competitor's booth is just as busy. One booth has a table filled with case studies printed on the back of the product brochures - the other booth doesn't. The customer starts to read. Who's booth is he in? Every day, millions of people have their buying decisions affected by word of mouth. We have to find credibility where we can in the time we have and this often takes the form of a case study. In Write Your Own Business Case Studies, the author guides you through case study topic and customer selection, interviewing, structuring the case study, and in-depth writing and editing instruction. You'll learn how something so well known as the story structure from books and movies can bring your business case studies to life and give your company the edge in a highly competitive world. You'll learn the importance of WIIFM (What's in it for me) and why you must understand and provide for the needs of your reader if you want to succeed. When the case study is done, you'll hold onto your notes to re-use for five more marketing pieces. In part two of the book you'll use this information to write handouts, media releases, articles, blog posts, and eblasts.