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).
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: