How to Write a Customer Case Study Template
Customer case study templates with five-part framework, interview process, quote-gathering techniques, and distribution guidance for B2B marketing teams.
The exact change
"The best case study shows the reader a customer facing the exact problem the reader is facing. If the reader does not recognize themselves in the first paragraph, they will not finish." Ann Handley, Everybody Writes [...] "A quote is a gift the customer gives you. Use it well. Use it sparingly. Do not put words in their mouth." Josh Bernoff, Writing Without Bullshit [...] "Adjectives are a tax on the reader. If an adjective is not earning its place with evidence, remove it." Strunk and White, The Elements of Style
The best case study shows the reader a customer facing the exact problem the reader is facing. If the reader does not recognize themselves in the first paragraph, they will not finish. [...] A customer quote is a gift the customer gives a business. Use it well, use it sparingly, and never put words in their mouth. [...] As Strunk and White argue in The Elements of Style, writers should favor nouns and verbs over adjectives and adverbs: an adjective that is not earning its place with evidence should be removed.
Why this is better
Unverified quote attributed to Ann Handley's 'Everybody Writes' about case studies. This specific quote about case studies and reader recognition could not be verified via web search against the real ; unverified quote attributed to Josh Bernoff's 'Writing Without Bullshit' about customer quotes as gifts. This exact wording could not be verified via web search against the real book's documented cont; unverified quote attributed to Strunk and White's 'The Elements of Style' calling adjectives 'a tax on the reader.' Web search of the real book's documented quotes found no such line; the actual book
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