In the late 1990s, when Ray McCandless was asked to create a public-administration concentration in the M.B.A. program at the University of Findlay, he wanted to include a memorable capstone ...

It’s commonly called "content marketing" but most people I know use content such as case studies more frequently as sales tools in "content selling." During a sales call you learn what a prospect is ...

Here's how to write a case study that showcases the benefits of your product or service and turn visitors into buyers, clients, or customers. Anyone can write nice things about their own brand. But ...

Case studies build confidence in both customers and prospects. They demonstrate a company's products and services in action and help explain benefits. Case studies should include background, ...

Insert the words case study into your subject line and most online readers will snap to attention. White papers may get a yawn, but a case study promises real-life solutions and insider tips on how it ...

Making it all about the other person—that seems to be one of the marketing flavors of the month. I'm talking about the marketing premise that great salespeople have known, accepted, and practiced ...

Have you read any case studies from your law firm's peer or competing firms recently? Have you read your own firm's case studies recently? If you have (or even if you have not), what I am about to ...