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Telling a Story that Sells: Case Studies with Heart

Gail Z. Martin
Thu., Feb 14, 2008, 12pm ET (9am PT)
This online marketing seminar received 5 star(s)

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 learn a whole new perspective on what case studies are—and what to avoid plus a five-step process to write gripping case studies that read like a suspense thriller. You'll get tips on how to uncover the great case studies hiding in your company and learn ways to get the maximum marketing benefit out of each case study you write.


Gail Z. Martin is an author, entrepreneur and educator. She owns DreamSpinner Communications (, 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 (

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.

What Will You 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

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