(In fact, many subjects are thankful for the editing,
because it makes them sound smarter in print.)
Make sure details are correct: For instance, if the case study contains employment
numbers, statistics, profit margins, or other facts, the interviewee will be able to tell
immediately if they are incorrect.
Make sure the interviewee still works there: As we all know too well, jobs are never
permanent and one perfect interview can count for precisely zero if the interviewee
is laid off, is fired, or leaves.
Never release a case study before showing the prototype to the customer. Once the final
content is approved by the customer (in writing), it creates a paper trail that protects the
writer and publishing party from angry phone calls, lawsuits, and other less desirable feedback.
Publish the content
Once approval is received from the interviewed party, the content can be published. We??™ll
cover the design and delivery of case studies later in the chapter, and you can read about
press releases in Chapter 6.
Testimonials
Testimonials are much easier to acquire and create than case studies since they??™re usually
just quotes from the customer.
Pages:
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
347
348
349
350
351
352
353
354