From Case Study to Success Story – Building Trust in the Water Industry
We’ve seen how to build a success story from a water industry case study. Another key thing you need to turn your case study into a compelling success story is a Hero. A critical part of the story is selecting the right case study candidate to interview. You want someone who is happily using your product, but they also need to be able to talk about how your product solved their problem.
Thing 2, when moving from a case study to a success story, is about how to find the Hero of your success story.
Thing 2: Finding your Hero
Who is a Hero?
It is important to find a case study candidate that qualifies as a hero for your success story. You want a smart business leader who identified a challenge or just a better way to solve a problem. Someone who checked out the different options and picked your solution. So, you want someone who has:
- an in-depth product knowledge;
- experienced remarkable or even unexpected results;
- a recognizable brand name; and/or
- switched from a competitor’s product to yours.
Your Hero should know your product or service well. That product knowledge will come through during the interview.
Where is your Hero?
So, how do you find your Hero? You can look for people who are already talking about your product or you can start by canvassing customers.
Find people who already love your product/service.
Check with your sales and service teams. They hear directly from clients and customers and may know of specific customers that had outstanding results and are happy to talk about it.
Check on review sites on the internet. Your customers may be posting reviews of your products. Customers may be talking about you on social media sites.
Send out emails to a list of customers
Customers on your email list are another source of potential candidates.
When using email for reach out to case study candidates, you need to follow a few simple rules:
- Keep your first, introductory email short and to the point. Suggest a time and date to chat further but no specific details.
- Mention them by name in the email. Don’t send out generic emails; make it personal.
- Include your own name, too. Let them know who they are dealing with.
- Be complimentary. Boost their ego and make them feel special for being asked to participate. It may make them more likely to agree to participate.
- Attach the questions you’d like to ask. This will help them decide whether they want to work with you on your success story.
Will the Hero participate?
You may need to convince your Hero to participate. Emphasize the benefits of being a Hero. You could offer a monetary incentive, but this tends to come off as a bit dubious. Convince your case study candidate that participating in a case study is really about free publicity and thought leadership.
Your Hero should understand that being part of this success story is a win-win situation. You get to tell your good news story and it gets the Hero’s company out on your channels as well as theirs.
Is the Hero right for the job?
Once you have a short list of case study candidates you need to decide which hero is right for the job. Conduct a brief interview with each candidate and ask these three questions to reveal all:
- Tell me about your company.
- Which of our products do you use?
- What benefits have you gotten from our products?
You want someone you will give you complete answers. It would be even better if they volunteer information.
Avoid those who give vague, and/or short, answers. If they can’t define the benefits they have enjoyed, move on. While chatting, make sure your Hero is going to be easy to work with. You will be connecting with them several times over the course of the project.
Let the runners-up down easy
After you decide on the hero for your success story, be sure to let the runners-up down easy. Let them know that you appreciate their time, but their story is not in line with current marketing strategies. You may want to use their story in future.
Your case study candidate is the hero of your success story. By picking the right hero and interviewing effectively, your case study will almost write itself.
In next week’s post we look at to conduct the interview to get the most out of your time with the client in Thing 3: Your Hero may need help….