From the course: Writing Case Studies
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Narrowing your audience
- The needs of a chief executive are quite different from those of us, software developer or social media manager. And that's okay. You don't have to be these people to learn how to appeal to them. But you do have to understand what they want, how they make decisions, and how they measure success. Those three points map nicely to the way a story is usually told through a case study. It starts with a problem. What does our hero want? Then we move onto the proposed solution, where the hero decides to commit to the adventure. Then there's the return home where the hero can examine the results of greater wealth and status. If you're into literature you might recognize this as being similar to The Hero's Journey. Let's look at each of these in terms of the three example audiences I mentioned a minute ago. A chief executive, a software developer, and a social media manager. In marketing you'd call each of these personas, imaginary people who represent target audiences. These are only…
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