Your birthday is all about you.
And the cake your loved ones buy is all about you too. For example, your cake is your favorite flavor. Your birthday cake has candles to represent each year of your life. You get to eat the first piece and while everyone eats their piece, they think of you and how much they love you.
Now, a case study about your business is not about you at all. It’s about the intended reader. If your case study wreaks of your self-infatuation or overwhelming marketing speak, you’ll lose their attention and the reader won’t look at you with credibility.
What in the case study can the reader relate to?
What within the case study has to do with your industry and the way your business complements the industry?
What in the case study explains how a problem, like the problem your reader may have, can be resolved?
The same goes for other content you write. EBooks, web content, press releases, etc. may be written by you and include anecdotes that involve you, but remember to write about the reader. If he or she is not addressed and cannot find a solution to what ails them, what you have to say is irrelevant.
About Sara Lancaster
Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.
