As wonderful as your customers are, not all of them will be right for a case study. Some might have lackluster stories to tell, or maybe they don’t know how to tell those stories in the first place. Enthusiasm can do a lot, but it often can’t make up for a lack of solid content.
It’s your job to separate the good customers from the not so good. Continue reading
In my last post, I talked about the three questions you should ask potential case study customers. If a customer ends up being a bad fit for a case study, don’t tell him or her. In these cases, honesty is never the best policy. Continue reading
Your interview went well, your technology came through, and you have an audio recording of the interview, most likely someplace on your computer. Now you have the fun job of sifting through all of that information and starting to put it into some sort of coherent shape. So where do you start? Continue reading
You now have a bunch of raw customer quotes arranged in basic case study order. These quotes are the most important parts of your story, and your job is to simply connect and frame them in a way that maximizes their impact and gets your point across. It’s more like interior design than writing; the “furniture” is already there, you just need to move it around and add some pieces until it “looks” (and, in this case, sounds) fabulous. But how? Continue reading
At this point, you should have a solid case study. It could stand on its own, but putting a few finishing touches on it will make it seem more professional, not to mention more credible. Continue reading
You’re approaching the point where you need to send your case study off to the customer for review and approval. Before you do, however, you should try to minimize errors and make sure your content is coherent. Remember, your goal here is to make you and customer look good. Continue reading
People often get hung up on layout. I once worked with someone who insisted on formatting first, setting up text boxes and such, and then filling in the spaces as she wrote. I think this is a mistake. Continue reading