What is more important, the case study or the white paper?
This is the essence of a new article called “Write a Case Study Fit for Hollywood” posted on TechLinks.com.
Here is the scene…
Imagine youâ€™re whiling away your time in the doctorâ€™s office waiting room. You decide to catch up on some business reading. Out of your briefcase, you pull two pieces of marketing collateral from two different companies. Assuming that your interest in both companies is equal, which will you read first – the 2-page case study or the 12-page white paper?
The author, Mary McCauley-Stiff, goes on to claim:
Ding-ding-ding! The case study wins again! (For those who prefer the white paper – sorry, youâ€™re outnumbered. The informal â€œGoogle voteâ€ shows 246 million search results for â€œcase studyâ€ and 143 million search results for â€œwhite paper.â€)
The essence of her claim is that people like a good story and will go for the shorter case study.
MY QUESTION: Is Mary right? What say you?Receive email updates when new articles are posted.