How do you write a great case study?

Recently I read an article focused on the value of storytelling, couched in terms of a coherent, compelling, persuasive piece of writing. The author recommends that you create a connection, provoke the audience, offer evidence and empower action, etc etc.

In one section, the author writes “implement these steps to craft your own stories and leverage them for results.” The article tells you what you *should* be doing, but not *how* to take the steps.

The writer’s world is full of writing-about-writing advice. But advice is no substitute for skill, honed by practical reality.

So, how do you write a great customer story?

Employ a great writer.