Are Case Studies actually just business stories?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question came from Natalie, who has taken my course on Selling with Stories.

Hers is a very brief and simple question.

“Are Case Studies actually just business stories?”

I’m glad she asked this because I don’t think I talk about Case Studies in the course. Or if I do, I give them just a passing mention.

First, let’s define a Case Study.

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Is conversational copywriting just “copywriting lite”?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question was asked by Sylvia, who is thinking about taking my course on Conversational Copywriting.

“When you talk about conversational copywriting not being pushy and being free of hype, it makes it sound a little like you’re simply writing copy that doesn’t try very hard… like copywriting lite. Am I wrong?”

Reasonable question.

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Every good business story needs a leaping zebra.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Great question from Stephan, who took my course on Selling With Stories.

“For business communications, is it enough just to describe something that has happened? Is that a story? If told well, does a description of something that happened at work qualify as a story? I guess I’m not quite clear on what a business story actually is!”

Thank you Stephan. That’s a terrific question.

Let me try to answer you with some examples.

Here’s a description of an event…

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If you can hold a conversation, you can sell.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

I got an email from Daniel, who has taken my course on Conversational Copywriting.

He asks:

“Nick, I took your course on conversational copywriting, but still don’t feel comfortable “selling”. I’d love to make a living as a copywriter, but fear I’m one of those people who will never feel comfortable in the role of a salesman.”

Well… if you feel that way after completing the course, I can’t help thinking I have failed you there.

Because the thing about conversational copywriting is that it enables you to sell without taking on the mantle of being a salesman or sales person.

And Daniel, I have a challenge for you.

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When marketing stories are false and manipulative.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Martin emailed me and said.

“Nick, I have been reading your work for years and have a lot of respect for what you do. But stories? Almost every marketing story I read feels totally fake and manipulative. What gives?”

Fair enough. (I’m guessing he hasn’t taken my course on Selling with Stories.)

In part, I agree. Although I think Martin overstates things when he talks about EVERY marketing story being fake or manipulative. But I do get his point.

The two kinds of false stories that irritate me the most are…

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What’s the optimal number of words to have on a web page?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Holly who has taken my course on Web Content Optimization.

She asks, “I’m confused about all the different messages I get on the length of articles and posts. Are longer articles better? Is there an optimum length? Is there a point where content is too long?”

Good question. Complicated question.

A page, article or post can be optimized for a number of reasons…

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