Scheduling and Conducting a Case Study Interview

Scheduling and Conducting a Case Study Interview

June 20, 2013 | By Steve Slaunwhite | 3 Comments

As any journalist will tell you, writing the news is the easy part. The hard part is digging for the facts and doing the interviews needed to get the story in the first place.

The same is true when writing case studies for Business-to-Business (B2B) companies.

Writing the thing is relatively easy. It’s formulaic. The challenging part is interviewing the client’s customer. You have to get the facts. You have to get the story. You have to get the quotes (which means getting the customer to say nice things about your client’s product or service).

Not easy.

For those of you unfamiliar with case studies, they’re simply product success stories, typically written like a news story and peppered with testimonials from the customer.

When writing a case study, the interview is key. You’ve got to nail it. If you don’t, your case study won’t be as effective as it could have been – and your client won’t be very happy.

Let’s start with scheduling the interview. Here are some important tips:

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About the Author


Steve Slaunwhite

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  • Hi Steve – Thanks for the excellent advice. With a background in sales and marketing, I am familiar with much of the process you have outlined here but you’ve provided the advanced details to make that initial contact with a prospect that much clearer, concise and professional.

  • Thank you Steve – helpful article. Common sense stuff, but common sense is too often uncommon. I appreciate the way you highlighted and expanded on key points.

  • Thanks a lot, Steve, for a professional and clear explanation. What jumped out at me was your “Be a Good Ambassador.” We all have our good days and our “not so good” ones. But when we are dealing with OUR client’s customer, we need to be on our best “day.”

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