In Write Your Own Business Case Studies, Paula guides you through topic and customer selection, interviewing, structuring the case study, and in-depth writing and editing instruction. You'll learn how something so well known as the story structure from books and movies can bring your business case studies to life and give your company the edge in a highly competitive world. You'll learn the importance of WIIFM (What's in it for me) and why you must understand and provide for the needs of your reader if you want to succeed. When the case study is done, you'll hold onto your notes to re-use for five more marketing pieces. In part two of the book you'll use this information to write handouts, media releases, articles, blog posts, and eblasts.