You want to record an awesome case study with your customer but you don’t have much time.
Maybe you’re running a live event. And you only have an hour or so to steal customers away so you can interview them. And you want to squeeze in as many people as possible.
You may even want to bring them up on stage to share their story.
Either way, you’ve got to get to the meat of the story fast.
You’ve got to make it compelling.
The problem is, your customers don’t know how to do this.
They don’t know the key parts of their story that would be most compelling to your audience.
And you may not, either.
Even if you ask great questions, this can lead to a lot of fumbling early on.
Maybe your customer is nervous. Maybe they are way overthinking because they want to do a good job but don’t know what to say. Maybe they don’t feel confident and end up sharing a bunch of stuff that doesn’t make you or your product look all that good…
Next thing you know, you’ve spent an hour only to get a case study story you can’t even use.
Fortunately, there is a better way to get super compelling case study interviews done fast.
Instead of fumbling through one case study in an hour, you can crank out 3-5 quality ones in that same time.
You just do the same thing late night TV hosts do.
On shows like The Tonight Show or Conan, they always talk with the guest before they go on.
They work out what questions and stories they will tell. And figure out which ones will be entertaining and funny. (Here’s one of my favorite late-night TV guests, Norm Macdonald.)
If you want to crank out quick case studies with your clients, do the same thing.
For example, I have some clients who hire me to do my full case study interview with their customer.
Then, I’ll write up an outline that shows the key points and stories to bring up.
I’ll give that outline to the “guru” or CEO of the company — whoever is going to interview the customer on camera or on stage. This way, they know the exact talking points to touch on.
I also give this outline to the customer. So they can glance it over before they get on stage or sit in front of the camera. And they know the exact pains, objections, results, and stories to talk about.
So my clients are able to get a great case study story in 10-20 minutes. Instead of a mediocre one in an hour.