Here’s a screenshot of how it looks on Google Chrome. You’d think they can make the type more readable. Typeface aside, the content, as you’d imagine, is very good.

“Kim now charges as much as $25,000 to simply mention and link to a brand or company in a tweet. It’s so effective a tool that businesses have begun including Twitter clauses in their contracts with the family, committing the girls to a set number of tweets about their product.

‘I see a Twitter clause in almost every contract,” says APA’s Brian Dow, who works with the family on the majority of their commercial interests (WME represents the Kardashians as their talent agents). “It’s like having a photo run in a magazine. It’s another impression for a brand and another medium.’” (Hollywood Reporter)

The question becomes – once  people realize tweets are paid for – essentially ads – will that matter? Maybe. Maybe not.

See Social Media Plans

Here’s an example of its smart SEO copywriting, creating search engine bait to take advantage of big events.

“Huffington Post is a master of finding stories across the web, stripping them to their essence and placing well-created headlines on them that rise to the top of search engine results, guaranteeing a strong audience. For instance, on Sunday it posed an article that was pure search engine bait, “What Time Does the Super Bowl Start”? 
(Source: New York Times, 2/9/2011)

Check out SEO copywriter for search engine bait that stimulates targeted traffic to your website.

For the ins and outs of using LinkedIn to attract high quality leads to build your business, check out LinkedIn for leads

“ They are also more interested in exploring content they discover on Facebook — they click on 5.3x more links to external sites than the typical Facebook user.”

In other words, they are more likely to go to your website – which means more chances to have them join your list.

See Facebook’s suggestions: http://on.fb.me/9axsRw

I don’t know why Google wouldn’t do that considering that search is its strength – and Google Profiles right now are nowhere. Yet it would be the biggest challenge to facebook pages or profiles if people knew their Google Profile would have priority in search.

Source: New York Times

http://www.nytimes.com/2010/09/21/business/media/21adco.html

For more marketing that gets resultsfor financial services, go to
www.altmancommunications.com/financial

1.  The problem or challenge
Define the problem clearly. Detail the situation the company (or customer) was in. What does the customer have to overcome? What stood in the way?  Grappling with a problem adds conflict – an essential element to any good story. To heighten impact, conflict needs to be meaningful  so highlight the stakes involved. Why was it so necessary for  the company  to overcome this challenge?

2. The customer or company
Whether the case study centers on a person or a company, they become a character a protagonist in the story. Add details that develop the character. How long in business? Does the person have an intriguing background? What about setbacks, ups and downs?  When the reader becomes interested in a character (person or company) the chances for a successful case study are much higher.

3. Process
What did the customer go through to find a solution? Highlighting the solutions that did not work is a way to contrast your  product or service with the competition.

4. Discovery 
How did the customer find out about solution? The discovery moment is not just another fact. It’s a classic moment in storytelling that adds dimension to the journey the protagonist went through to find an effective solution.

5. Solution 
Here is the opportunity to put a spotlight on your product, service or company. Show what it can do. Detail some of the top features and benefits, but be careful to keep it educational instead of promotional.
6. Implementation
How long did it take before the solution was up and running? How much training was involved? Were there any rough patches? These are details your potential customer wants to know and answering them honestly will only add to your credibility in their eyes.

7. Results
Of course this is the part of the story that people really want to see. Be as concrete as possible. Use measurements that are  meaningful to the audience or which paint the solution in a brighter light. For instance, EBITDA may be very important for some audiences while revenue gains may have more impact to others.
 
The specifics of  case studies will differ, but  making sure your case studies  contain all these essential elements can help ensure  they do the job you want them to do.

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