Fort Worth, TX (PressExposure) July 05, 2008 -- Fort Worth, Texas --Many companies are still trying to get their messages out by "shouting louder" in a marketplace crowded with other competing messages, all trying to get the attention of potential buyers.
In his new ebook about marketing with business case studies, The Plot Thickens: Why Case Studies Create New Customers [http://dynamic-copywriting.net/Plotthinkenspdf.pdf], Charles Brown suggests using storytelling techniques to sell instead.
"Business case studies are one of the best ways to get noticed in an environment in which the average person is bombarded by over 10,000 marketing messages a day," says Mr. Brown. "Stories are coded into our DNA and we pay attention to them."
In his ebook, which can be downloaded free, Mr. Brown suggests using storytelling and creative nonfiction techniques to tell stories about satisfied customers. "These have built in stories that began with a serious problem that was resolved by your product or service," he says.
Not only do stories get noticed, but they also help to remove skepticism and objections in the minds of buyers. They see the customer company that experienced a similar problem get results from doing business with the company that wrote the business case study.
Case studies go beyond testimonials. They allow the reader to experience the product or service in action.
A very important part of a successful business case study is what Mr. Brown calls, "the Narrative Question." This is the question a reader asks mentally during a story. It can be something like, "Will she get out of the burning house alive?" or "Will this company be able to turn around from the edge of bankruptcy?"
"Narrative questions create suspense," says Mr. Brown. "They are a fictional tool that can be used by a business case study writer as well. This is something normal communication that relies on just telling raw facts can never do. They only happen when a reader gets caught up in a story."
Another technique Mr. Brown suggests is the Problem-Action-Result (PAR) format that resume writers are given to write about their accomplishments. Begin with the customer's problem, tell about the action that came about as a result of buying a product or service, and then reveal the result.