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July 18, 2006


There may be prescribed formats for professional body scrutiny, but my general advice on all case study writing (including case studies involving the use of your clients' products or services) is this: tell a story

The classic storytelling structure for these things (Hollywood likes this one too) is problem-solution. So, tell the story with a beginning, middle and end. (The only amendment I'd make is to suggest that you summarise the whole thing in one sentence up front.) As with most good storytelling, you will need to liven it up with direct quotations. And do avoid burying the story in a pile of exaggerated marketing speak.

Finally, make sure people named in it get to see it and understand how the case study is likely to be used.

Thank you! I have been advised to be a storyteller, but never thought a case study as a story. This makes me excited because it will not be a boring document.

I am glad it was appropriately punished. I don't work in a big agency, i am an independent, so I don't have any insight into how agencies bill, but I know how I do it, and there is no padding there, so for others to muddy that up is pretty irritating indee

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"We are almost out of time" for a compromise, warned President Barack Obama as U.S. financial markets trembled at the prospect of economic chaos next week.

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