“Big claims are cheap. Show people what actually happened, and suddenly they start paying attention.”
A nine-foot plastic dinosaur fell on GhostSlacker while he was eating a breakfast burrito.
“Great. Killed by a fossil with a bad paint job.”
He was working at the World’s Saddest Dinosaur Museum.
The owner, Frank, had spent $6,000 on ads.
His big headline?
“Come Enjoy Our Wonderful Collection of Prehistoric Educational Exhibits.”
GhostSlacker stared at the sign.
“Frank, I’ve seen more exciting words on a shampoo bottle.”
By 10 a.m., the museum had sold two tickets.
Both to Frank’s mother.
And she wanted a refund.
GhostSlacker grabbed a marker.
He crossed out the old headline and wrote:
“Come See the Giant Dinosaur That Ate a Car!”
Frank gasped.
“But it’s just a plastic dinosaur sitting on a crushed Toyota!”
“Exactly. That’s the good part.”
By noon, 19 more tickets had sold.
Frank started dancing.
A child screamed.
Someone knocked over the gift shop.
GhostSlacker opened The Case Study Lead and fed it the numbers, the old sign, and the new one.
The tool fired back:
“A tiny dinosaur museum sold just 2 tickets all morning. We changed one headline, and it sold 19 more before lunch. Here’s what made the difference.”
GhostSlacker grinned.
“See, Frank? Show what happened. Give the numbers. Then make readers want to know why.”
Frank hugged him.
Then a truck pulled into the parking lot.
Two men climbed out carrying a giant wooden crate.
Frank smiled.
“Good news! I bought a REAL dinosaur for our next big promotion!”
GhostSlacker stared at the crate.
Something inside growled.
“Frank, please tell me that’s a recording.”
The crate shook.
Frank stopped smiling.
GhostSlacker grabbed his burrito.
“Well, there’s your next case study. How to lose a marketing guy in three bites.”
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