Telling a Story that Sells: Case Studies with Heart

Presenter: Gail Z. Martin
Broadcast on Thursday, February 14, 2008
Duration:
Cost: $129.00

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Compelling case studies invite prospects to place themselves in the story and imagine the rewards of their own successful outcome. Case studies become a marketer’s secret weapon for creating an emotional link with valuable prospects.

A well-told case study, complete with a high-stakes problem and a high-value solution, makes “getting to yes” easier. In this 90-minute seminar, you’ll come away with:

• A whole new perspective on what case studies are—and what to avoid
• A five-step process to write gripping case studies that read like a suspense thriller
• Tips on how to uncover the great case studies hiding in your company
• Ways to get maximum marketing benefit out of each case study you write

You Will Learn

• Why case studies sell
• How to write a case study that will have prospects on the edge of their seats
• How to tailor your case study to the needs of the end user, gatekeeper, influencer or decision-maker
• How to incorporate “knock ‘em dead” case studies into all of your marketing communication

About this Seminar

Who Should Attend: Anyone responsible for marketing materials intended to reinforce their sales efforts. Whether you’re a marketing director, product manager, entrepreneur, copywriter or sales force leader, you’ll pick up practical ideas from this seminar that you can apply immediately.

About The Presenter

Gail Z. Martin is an author, entrepreneur and educator. She owns DreamSpinner Communications (www.DreamSpinnerCommunications.com), offering exceptional business writing and marketing services to companies of all sizes throughout the U.S. and Canada. Her seminars share powerful marketing techniques for small and growing businesses. She is an adjunct professor for UNC Charlotte. Gail Martin holds an MBA from The Pennsylvania State University in Marketing has over 20 years of corporate/ nonprofit/consulting experience. Martin is also the author of a fantasy adventure series, The Summoner and The Blood King (www.ChroniclesOfTheNecromancer.com).

What Participants Said

Of the participants who evaluated this seminar, 96% would recommend it to a colleague. Some of their comments:

"Great analysis of the case studies presented. I'm fairly new to this stuff and would have been tempted to load up on stats and industry jargon due to my technical background. Thanks for the tips."

"Really found it worthwhile and enjoyable. Gail was very well prepared and did an excellent job."

"There's more to writing a good case study than you might think - this seminar gives some great tips on how to sell with a story, not the hype."

"Gail is obviously an expert in case studies and on top of that is articulate and a wonderful presenter who puts all the elements of a great presentation together to deliver content expeditiously and with heart. This was a tremendous seminar."

"This seminar gave me precise and practical processes that I can start using right now. In fact, I have two case study interviews this afternoon and will incorporate what I learned today. I know I'll have much better source material now when I go to write these stories."

"She captures perfectly the 'story' aspect of case studies -- making them compelling, twists and turns, client centric, etc. Excellent overview of what a case study should be and what it should not be."

"This is easily transferable and the skills/learnings here can be applied to any industry."

"I feel that I have a pretty good grasp on case studies, their purpose and how to present them, but Gail gave me some great suggestions and considerations that I hadn't thought of previously. I'm going to use them to improve my new and my existing studies."

"Excellent speaker. Fast moving, spot on content that I could really wrap my mind around."

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