Every business needs powerful leave-behinds for their sales reps, and few things make as big an impact as a sharply-written success story.
When I found out that my client’s highest-profile project was a $100 million entertainment complex in Las Vegas, I immediately suggested turning that into a case study. A few days later, I got the owner of the downtown Las Vegas building on the phone for a revealing interview.
To this day, the case study I wrote continues to bring my client a steady supply of new business. Why? Because it positions them as the hero of a harrowing story.