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 its energy. It should be exciting to tell and hear. Many of us, though, bore with ours. The reason? We use the standard problem-solution-result formula – and fumble "the solution" part.

We talk at length about our solution's features, including the research we conducted, the groups we facilitated, the programs we devised, and the hardware we installed. Reciting heavy-duty detail about this kind of process stuff is monotonous and makes us sound like a million other companies with comparable services.

If heaping attention on benefits brings yawns, what draws people in? Insight does.

Focus on the insight that solved your client's problem, and your audience will hang on your words.

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