If you use "case studies" in your ads and sales letters, and if you aren’t getting the response you’re hoping for, then here’s a little "technique" that can radically increase your response overnight.

The problem with case studies is they tend to sound dry and boring. If not in content, then certainly in the mere phrase "case study."

And if something sounds boring -- like it’s going to be a chore to even read it -- then you are going to lose readership and ultimately sales.

But, what if there was a way to make those case studies truly interesting and even fascinating for your readers? A way to write those studies in a way that gets people not only interested in what you’re saying...but practically drooling over what you say?

Believe it or not, there is a way. And it’s so simple, you’ll kick yourself for not doing it earlier.

Anyway, here it is: Instead of writing about "case studies" in your copy...tell wild and fascinating stories.

In other words, don’t say:

"...take the case study we did with Mr. Jones who used our widget to increase his sales and add more clients to his roster..."

Instead say:

"Take Mr. Jones, for example. This normally shy, "introverted" man used our widget to quadruple his client base in less than an hoursimply going door-to-door. Here’s what he did..."

See the difference?

It’s like night and day.

Most people hate to be lectured or preached to. But everyone loves a good story. Especially if it makes a point that is relevant to their lives, their needs and their situations.

Ben Settle is an expert copywriter and direct marketer. If you liked this article then check out Ben’s website at http://bensettle.com -- and get your hands on over 500 pages of advertising ideas, strategies and tactics just like this one -- as well as rare swipe file ads and hot marketing information not easily found anywhere else.