It provides the reading level of your piece as a whole, highlights instances of passive voice, and flags sentences that may be too difficult to read. My colleague on the creative team, Denise Baginski, recently published a checklist for and case studies require a clear, concise, and scannable narrative. This article provides additional tips for doing just that. 8. Check continuity. When writing a case study, you will probably need to refer to project components more than once. Make sure there is continuity. Example:
We recommended a CTA change for a client. In the case study, we scanned the content to capture different examples of how we referred to this CTA:CTA “Shop Trex” (in quotes) vs CTA Seer vs CTA recommended by Seer9. Do a final employee email list sweep for grammar and mechanics There are tons of rules out there, but I'll go over a few common missteps I see. Compound adjectives must have hyphens. When you combine two or more words to modify the same noun,
you have created a compound adjective. If you don't add a hyphen, you risk creating confusion. Examples with correct hyphenation: data-driven design; one-page document, life-affirming Hangouts Chat channel (actually exists at Seer and is called "Treat Yo' Self!")Choose the correct dash. This is an em dash:- This is the longest dash of all: the width of a lowercase "m". See how I used the em dash in that sentence? This is an example of how it should be used to separate a thought. (I did this AGAIN!) You should NOT put spaces on either side or use dashes. You can type an em dash