“Thou shalt not be boring.”
That’s one of the 10 commandments of marketing.
Pretty sure Olgivy or someone climbed up a mountain and carved it in stone.
Anyway, case studies have a nasty habit of being boring.
Because people the story like this:
“The person had a problem. Then they found this product which caused this good thing to happen, then this other good thing, and now it’s sunshine and rainbows forever. Let’s all hug.”
Name a good show, movie, or book that follows that format.
Where it’s all positive all the way through.
They don’t exist.
To keep readers engaged, you want to whip them from one emotion to a totally different one.
From sad to happy to scared to relieved to sheer horror to heart-felt joy.
I talk about how to do that in case studies in this video where I am slightly over caffeinated.