The lesson
Tell your audience their habitual metric is the problem, then give them a diagnostic list to test their own program.
The move
"When Case Studies Are Too Much Of A Good Thing" begins with a mock checklist, "Successful customer? Check. Willing to share results? Check." It then lists three buyer shifts, one citing 29% of buyers, and says "Volume isn't enough." Question subheads such as "How do we know if we should change our success story strategy?" lead to bullets.
Why it works
- Our readOpening on a checklist of how selection tends to go gives the correction a concrete target, which reads as more specific than generic advice.
- Our readSubheads written as the reader's own questions let a skimmer jump straight to "How do we know" and "How do we develop" without reading the evidence first.
What not to copy
Don't borrow the survey figures; they belong to the analyst firm's data. Keep the structure of a recognizable bad habit, evidence, symptoms and fixes with a closing contact line.
