Case Studies Done Right: The Powerful Interview Part II

Case Studies Done Right: The Powerful Interview Part II

In my last post I covered interview preparation—your goals, the outline and questions. This post focuses on the interview—how to conduct the call so you’ll get the information you need to write a story that sells your product.

Part Two: Call Components

Listen and Respond!

It seems obvious, but it’s not always done. Even though you’re recording the interview—listen to every word your subject says. But don’t just listen for the answers. Listen for follow-up comments —even quick asides. Those comments may answer other questions. But they may also provide the perfect quote—the one that helps sell your product. So listen, listen, listen and take careful notes. Not getting those comments? Make sure you’re asking “how” and “why,” not just “what.”  

Include questions like:

• “How was this challenge affecting your business?”
• “Why were you concerned the new product wouldn’t work?”
• “How did you get the results you needed?”

Emphasize emotions

Everyone knows that buying decisions are not based just on facts. They’re also based on emotions—even in a B2B case study. So in your interview cover the challenge and how it affected them.

How did they feel when they faced the challenge with no solution in sight? How did they feel when they realized that your product solved their problem? Emotions are a real attention-grabber. Make sure you capture their emotions as you interview them.

Do You Have Great Quotes?

Quotes are the lifeblood of a story. They’re the essence of the testimony. If you’re completing the interview without a great quote, try rephrasing a key question. Have you asked “why?” Have you asked what wasn’t asked that should have been? Have you asked how it felt to find a solution? That’s all fodder for a great quote.

Conclusion

Before you thank them, remind them of the process and timelines for drafts, revisions and final approvals. This eliminates unwanted surprises.

Of course there’s much more to great interviews. Experience helps. But interviewing is an art. That’s why many leave case studies to a professional writer who specializes in case studies. Testimonials are the best marketing tool available, and you only get one chance from each opportunity.

Margie Simon

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Case Studies Done Right: The Powerful Interview, Part I

(My earlier case study posts covered the foundation of a great case study, selecting the right story and getting permission to write the story. My next two posts focus on the heart of a case study:  the customer interview.) 

What’s a case study without a strong testimonial derived from a great customer interview? Non-existent, of course. Yet too many people consider a customer interview a quick phone call. They call without a plan. But a plan ensures you’ll get all the information needed to craft a compelling story. My next two posts detail the vital components of a great customer interview that generates a persuasive story. A story that inspires readers to buy your product.

Part I: Call Basics

The Call Plan

So, you ask, what’s a call plan? It’s an outline of the key points you need to write a motivating story—and the questions that will spawn them. It’s much more than, “So how’s our product working for you?”

Your goal is to get detailed information that provides insights, emotions, problems, solutions and great quotes. Make sure your questions confirm the customer’s situation:

·         before using your product

·         while using your product

·         after using your product (how it affected their business)

With questions set, prioritize them in case your interview is cut short. That way your most important issues are covered. You can usually call back with a few short questions. Also, many interviewees request your questions in advance. Be ready to provide them.

The Interview’s Start

It seems obvious, but when you call at the established time, make sure it’s still convenient. Also, make sure you’ll have no interruptions from your side. Show your subject you respect their time.

To start the call, develop rapport. The more comfortable they are, the more freely they’ll talk. With solid questions and rapport developed, you’re ready to begin the interview. My next post will cover the interview and how to get the information needed for a riveting story.

Margie Simon

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)