Question 1

How do you write a case study?

Accepted Answer

As a **story with numbers**, structured so a reader recognises their own situation in the first paragraph — because a case study that does not resemble the reader's circumstances persuades nobody, however impressive the results.

**The structure that works:**

**Who they are**, specifically enough to be recognisable — sector, size, and the role of the person quoted.

**The situation before**, described as the reader would describe their own. **This is the most important section and the most commonly rushed.** If the reader does not think "that is us", nothing after it lands.

**What they tried and why it did not work**, which establishes credibility and pre-empts the alternatives the reader is considering.

**What they did**, at a level of detail that makes it plausible rather than magical — including how long it took and what was involved.

**The results**, with numbers, a timeframe and a baseline. **A percentage without a baseline is meaningless**, and readers know it.

**What they would say to someone considering it**, which is the most-read quotation in any case study.

**What makes it credible:**

**Named people and organisations**, wherever permission allows. Anonymous case studies are substantially less persuasive.

**Specific, unflattering detail.** Mentioning what was difficult, what took longer than expected, or what did not improve makes everything else believable. **A case study in which nothing went wrong reads as marketing, because it is.**

**Direct quotations** in the customer's own words, including their phrasing for the problem — which is also the language your prospects use to search.

**A verifiable metric**, sourced.

**How to produce one:** interview rather than sending questions by email, since the useful material comes from follow-ups; record and transcribe; write it, then have the customer review it — expecting their legal or communications team to soften it; and agree in advance what can be published, particularly figures.

**Formats:** a full written study for the site, a one-page version for sales, a short quotation for social channels, and video if the customer is comfortable — all from **one interview**.

Question 2

How do you interview customers usefully?

Accepted Answer

By asking about what they actually did, not what they think or would do — because people are unreliable narrators of their own future behaviour and reliable reporters of their past. The central rule.

Question 3

What is a content brief, and what should it contain?

Accepted Answer

A document telling a writer what a piece needs to accomplish and why, before they start — and its purpose is to prevent the far more expensive process of discovering the mismatch after the draft

Question 4

How to write effective landing page copy?

Accepted Answer

Effective landing page copy requires understanding your audience, creating a strong value proposition, and using persuasive language. Incorporate social proof and a clear CTA for better conversions.

Question 5

How do you write a survey that gives useful answers?

Accepted Answer

By recognising that the question shapes the answer, and that most surveys measure the phrasing rather than the opinion — which is why two surveys on the same subject routinely reach opposite

Question 6

How to write effective email marketing copy?

Accepted Answer

Effective email marketing copy includes compelling subject lines, personalization, clear messaging, strong CTAs, and regular testing. These elements enhance engagement and drive conversions.

Question 7

What is lead scoring, and does it actually work?

Accepted Answer

Assigning numerical values to leads based on who they are and what they have done, so sales attention goes to those most likely to buy. It works when built on evidence and fails — commonly — when

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