tag:blogger.com,1999:blog-4515277097450381265.post7668163585844124868..comments2008-09-01T16:12:32.340-04:00Bill Kennedy, CAhttp://www.blogger.com/profile/01516664527450672609noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-4515277097450381265.post-53449139225732452902008-09-01T16:12:00.000-04:002008-09-01T16:12:00.000-04:00Right on, Michelle!<BR/><BR/>The show that this post was based on was pretty small, so there was lots of time for the demo. But you're 100% right. The case studies need to be SHORT, more of a teaser to lead to a more detailed discussion later.<BR/><BR/>Thanks,<BR/><BR/>BillBill Kennedy, CAhttp://www.blogger.com/profile/01516664527450672609noreply@blogger.comtag:blogger.com,1999:blog-4515277097450381265.post-8253091075436381262008-09-01T15:17:00.000-04:002008-09-01T15:17:00.000-04:00Great post, Bill. Your "show, not just tell" philosophy is sound and significantly more effective than making a broad claim. People glaze over at tradeshows, there's too much going on and too many people/sounds/visuals competing for your attention. Like being at Chuck-e-cheeses! And even in mor calm marketing situations where one's attention is competing with email, chill-time, or family, marketing needs to be quick at an emotional connection. <BR/><BR/>The message needs to grab you with such obviousness that you can immediately recognize 'hey, this relates to me' otherwise, you are apt to miss it entirely. Your example of how someone was specifically helped is meaningful. A key to using examples and case studies in "pass-by" marketing is for them to be VERY short.<BR/><BR/>well done!Michelle Goldenwww.goldenpractices.comnoreply@blogger.com