PRO

Telling a Story that Sells: Case Studies with Heart

Presenter:: Gail Z. Martin
Broadcast:: Thu., Feb 14, 2008, 12pm ET (9am PT)
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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 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.

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).

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

Case Studies, Customer Engagement, Marketing Tips, Print Collateral, Sales, Targeting, Writing

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What Members Say About This Webcast

"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."