B2B Masterclass: Can We Write the Perfect Case Study?

Done right, a case study is one of the most powerful, versatile, and compelling formats in B2B.

No, seriously… hear me out. What could be more interesting or persuasive than learning how one of your peers overcame the exact challenge you’re facing right now?

The reason case studies are so often overlooked is that – more often than not – they’re done badly.

Buried stories. Lifeless, identikit quotes. Too much emphasis on what was bought, and too little on the humans who made the decision, the reasons they made it, and the difference it made to their working lives.

In this hands-on masterclass with veteran B2B copywriter and trainer David McGuire, we’ll workshop the elements of the perfect case study – and discuss how to handle the constraints of real-life B2B.

Among other hints and tips, we’ll cover:

• Effective questions to elicit human quotes
• How to find your most compelling angle
• The hero and the sidekick of your story
• Writing for maximum scannability

And we’ll discover the secret superpower of a good case study: it makes you a better writer too.