: Re: Case study headings I'm going to be preparing several case studies for my company and I'm pondering what patterns to use for headings—both the case study title and headings within a case study.

@Sarah872

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I would say keep these in mind and you'll write the compelling headers you need.

Persona
Who are you writing this for? What do they want to get out of this case study. Use headings that will empower them to get that info. Hubspot's use in this Best Practices post is excellent - #4 is the headings section. (source)
Skimming
Know that very few readers are going to do more than skim through the headers and they will only read the sections they feel most important.

From my own experience, I have learned that if you speak with authority, your work will be taken as authoritative. This is not necessarily a good thing, but it is true. If you want this case study to convert readers into hiring you, write this as if you are the smartest, most authoritative person on this topic. Good luck!

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