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.)