In business to business marketing, the case study is king…But when I stand back and look at case studies in general (not just mine!) from a ‘Bad Language’ perspective, I can see a number of problems:

• They are lifeless. You get little sense of person or place.
• They are formulaic: problem, solution, benefits.
• There is no story. No feeling of tension, suspense, progress.
• The results are hard to measure.

And more. Read what the author thinks is the problem and how to treat it.

Link: The fall and rise of the case study