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. (The Right Story, More on the Right Story, Customer Permission) 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.)