Making your case

Autor Jonathan Kranz
Año 2009
Idioma English
Páginas 19
+info http://www.kranzcom.com

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Case studies are the written equivalent of the in-person demonstration, an opportunity to illustrate your product or service in action. The more complex or abstract your ofer (attention all “solutions providers” out there) the more valuable your case studies become: their specifcity has the power to cut through the fog of business rhetoric. Better yet, they allow your prospects to see themselves in your customers’ shoes, encouraging them to imagine what it would be like to enjoy the benefts of buying your product or applying your service.