It’s commonly called "content marketing" but most people I know use content such as case studies more frequently as sales tools in "content selling." During a sales call you learn what a prospect is ...

As humans, we are naturally drawn toward a good story. This is especially true of consumers: They want to understand how a product or service has helped someone else, to see how it might help them.

A carefully crafted advertising case study tells potential advertisers how your medium helped a company build their brand or make more sales. Case studies are useful on your website, in print, in your ...

Have you read any case studies from your law firm's peer or competing firms recently? Have you read your own firm's case studies recently? If you have (or even if you have not), what I am about to ...

Attorney experience: It’s the No. 1 selection factor for prospective clients, beating out firm brand, pricing and more. Indeed, clients want attorneys who can solve problems like theirs; clients want ...

An effective case study starts with a great interview. These five tips will help you ask relevant questions and elicit answers that build persuasive case studies. Are you familiar with "progressive ...

Case studies are like condensed action films—full of characters, plot, and conflict—in which, thanks to your help, the clients get what they want. Part of a case study's persuasive power comes from ...