Don't use that tone with me!

Most case studies I read are factual.

They talk about specific services and results.

There’s rarely any aspirational language used. However, you’re trying to paint a picture of what’s possible for the reader.

I won’t brain-dump a massive list of words here, but these six examples might be helpful.

• Imagine

• Believe

• Potential

• Transform

• Conjure

• Propel

Sticking with ‘safer’ words such as think, consider, momentum and growth won’t create the same spark.

Using them in headings, subheadings, link text and calls to action can make a huge difference in how people feel after reading your case studies.

I realised my email sign-off was a bit rubbish, so here’s a new one.

Pump up the volume in everything you do. 📣

Jamie