Editing and Writing
The mechanics of writing are like the frame of your house. Make them solid and secure, and then get creative.
If you can write the case study so a potential customer feels like you’ve just pulled up a chair and chatted about a story, it will be very effective.
Using words incorrectly can make a reader think we really don’t know what we’re talking about, even if we’re trying to convey valuable information.
A case study is much more likely to be a genuine “customer testimonial.”
Think of a white paper as the foundation document for a multitude of other creative materials and projects..
Remember how people in meetings react to a speaker who drones on and on, reciting facts in a monotone.
The criteria a white paper conforms to are much closer to academic standards than to marketing standards.
If you’re going to create a white paper, it needs to provide the best information available.
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