"Case Studies are the marketing version of Aesop's Fables," says Drew McLellan. "Stories told to make a point or teach a lesson that demonstrates the value of your product or service." Here are his  tips for writing winning case studies:

Structure your case study like a story. Create an engaging narrative by identifying the villain (a challenge or problem), the hero (your product or service) and a blow-by-blow analysis of the hero's battle to conquer the villain.

Build credibility with specific details. Focus on clients who agree to be identified by name. And don't be coy about citing numbers. For instance, vague language about losing customers won't have the same impact as the blunt revelation that sales plunged by 42 percent.

Use direct quotes. In the same way that journalists use quotations to support their conclusions, you can establish your bona fides with actual statements from a project's participants. But, advises McLellan, "Be careful not to dumb them down so they sound generic."

Get everyone's blessing. Make sure your clients are comfortable with your case before going public.

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