Case Studies – 13 Great New Marketing Tools

Effective case studies, also called customer success stories, are like testimonials on steroids. They’re typically 750 to 1,000 words long, or about one to two printed pages, or three to four screens on a webpage.

study in Australia

In a nutshell, they identify a customer’s problem and show how your company provided the solution. And they’re a natural complement to your standard, tried-and-true marketing materials.

So once you’ve got some great case studies, what do you do with them? How do other companies actually use them? How can you leverage them to the fullest?

Well, case studies are the perfect choice anytime you need to prove your experience. And really, that means they’re perfect for just about any step in your sales cycle.

Here are a few ideas to get the mental juice flowing:

1. Use case studies in your Power Point presentations to add authenticity.

2. Use them in your product literature to show prospects how you work.

3. Use them on your website to build credibility.

4. Give them away at trade shows.

5. Put your case studies on a CD as a leave-behind for sales calls.

6. Give case studies to prospects who want to learn more about you and your services.

7. Give them to prospects to help close the sale.

8. Use them to penetrate deeper into a large customer; if your solution has been measurably successful in one branch of a company, the case study can give your sales team qualitative information to sell the head office on implementing your solution company-wide.

9. Use case studies to add the credible details that transform unbelievable or potentially misleading testimonials into customer success stories that pass the FTC’s new truth-in-advertising standards.

10. Attract the attention of journalists with a case study sent as a press release. Make sure that the case study is written in an editorial style (i.e., with a straightforward, no-hype tone).

11. Use them as relationship-building tools. Send email blasts alerting your list to the new case study on your website, or mention it in your e-newsletter, and nurture those leads.

12. Write a white paper about how to solve the problem featured in the case study.

13. Create a webinar that shows prospects how to solve the problem featured in the story. Invite the customer from the case study to co-present with you.

Provide tangible evidence to your prospects that you’ve been there, done that…and that you’re ready, willing, and able to do it again. With a few well-chosen customer success stories in your marketing toolbox, you’ll be amazed how often you can use them.

Need help writing your case study? I’m Beth Carter, founder of Freelance Writing Solutions, and I help businesses create the messages their customers want to hear.


How to Get a Russian Visa

Russia is a large, beautiful country with diverse landscape, culture, entertainment, and activities. Unless you are a holder of a diplomatic or service passport, you will have to apply for a visa through the Russian Visa Application Centre, rather than the Consulate as you may for other countries. This process applies to all manner of visa including tourist, private, student, business, humanitarian, transit, or work visas.

Schengen Visa Fee

Fortunately, applying for a visa is a fairly straightforward endeavour. First, you will want to verify the requirements for whichever type of visa you need. This information is available online through the Visa Centre website and a quick online search of “Russian Visa Centre” will provide you for the appropriate link for your country. For example, if you are a Canadian applying for a Russian visa you would visit

From here, you will need to collect all the required documents and fill out the application form. Since the form can only be completed online, you should not print the form to fill-it-out by hand – it won’t be accepted. Only electronically completed documents can be printed and then submitted. During the application process you will be provided with a login and password, which you should be careful to save in case you are disconnected from the internet or have other online problems.

Here are a few tips to help you with the visa application:

    • In the Purpose section, enter travel dates and inviting organisation details as they appear on your tourist voucher or invitation, even if you are planning a shorter trip to Russia.


    • You will be asked which countries you have visited in the last ten years. You can include only the countries wherein your passport was stamped on arrival or departure. Similarly, if you have visited a country more than once, you need only mention the last visit and the associated dates of travel.


    • You will also be asked about previous employment and education. You don’t need to worry about entering exact addresses for these positions; just include the city and country of employment. If you cannot remember contact details for employers, you can enter zeros in the phone number section.
  • If yu have never studied or worked, you will need to address a letter to the Russian Embassy confirming this fact.