As you can see from Figure 8-3,
many companies choose to break their case studies out by category, and it??™s important
to maintain a healthy balance among the categories so focus does not seem
lopsided.
If your perfect purchaser is not out there yet, be careful settling for a less impressive story.
It??™s not tragic to write about happy clients that don??™t demonstrate the full range of your
business??™s abilities as long as their stories do not become the heart of your campaigns.
INDEPENDENT VALIDATION
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8
Figure 8-3. Many companies organize their case studies by category.
Contact the customer
Once the wish list of customer case studies is compiled, it??™s a matter of contacting the customers
and asking if they would like to become part of your marketing efforts. Believe it
or not, many are happy to help. Since so many different businesses in all industries rely on
third-party validation to help tell their marketing story, it is rare to find the business that
outright refuses to be interviewed or even referenced (although they do exist, which we??™ll
cover later).
Contact is usually done via e-mail. Chances are that when the company and customer were
going through the purchase process, there was a single point of contact on the part of the
customer.
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