Post Archive: Interviewing
Bait Customers for More Compelling Storytelling»
There are moments in every customer case study interview when bells go off (in my head, at least). The customer has just uttered something that I know will give the. . .
Why You Should Never Interview Your Own Customers»
A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. I’d already created hundreds of case. . .
Customer Case Studies: Above All, It’s a Conversation»
By Martha Maroney, Principal, Trimar Communications Of the various projects I’ve tackled in my 25-year career as a marketing-communications writer for technology clients, case studies are among my very favorite.. . .
Case Study Interviewing: Coaxing Info from an “Undertalker”»
If you’ve done your share of case study interviews, you’ve encountered one of the trickiest subjects: The person who answers each question with as few words as possible. He parcels. . .
6 Ways to ‘Place’ Prospects in Your Case Studies»
Storytelling in business is powerful – but only if it resonates with your audience. That was one of the messages on a free story telecall put on by Michael Margolis. . .
Case Study Interviewing – Team up for One Power Interview»
If you’re making full use of a customer’s success story, you’re telling that story in multiple places – case studies, success stories, press releases, videos, webinars, white papers, and more.. . .
Cap Your Interviews with This Question»
If you cook, you know that the ingredients matter. Use the highest-quality ingredients and the end product tastes better than it would with lesser-quality materials. The same goes for a. . .
How to Keep it Real – Authenticity in Customer Stories»
These days, potential buyers believe other satisfied customers more than anything else. If that happy customer happens to be a friend or other contact, that’s best. But customer stories are. . .
