Quick Tip: 7 Powerful Words to Use When Asking for a Case Study

BY Joel Klettke
June 8, 2016

When asking for a case study, one sentence might make all the difference.

Real quick – what’s the BIGGEST reason clients say no to being featured in case studies?

There are plenty of reasons to choose from, whether they…

  • Think it will take too much time
  • Don’t want competitors to know what they’re doing
  • Haven’t been measuring results accurately over time
  • Aren’t sure what information they’ll be asked for
  • Are nervous about giving feedback

And so on.

But the real, root reason most clients don’t give you an emphatic “YES!” when asked to share a case study or customer success study can be boiled down to one word:


Clients HATE being in situations where they don’t have control over how they’re portrayed, what’s said and who gets to see it.

When being asked to share a story, they’re fearful that they’ll say something wrong and embarrass themselves or put their company in a bad position. As such, there’s a very natural reflex to protect themselves and their information from harm by saying no to anything that robs them of control.

There are a lot of ways to work past this fear with clients: Showing them the process, giving them examples of other stories that have been published, sharing what’s in it for them and more.

But there are seven simple words – one sentence – that you can start using immediately to improve the likelihood they’ll say yes:

“Nothing will be published without your approval.”

That sentence gives your client power. It shows them they still have control.

They know they’re going to be able to see and review a draft before anything goes live. They understand that they get a say in what is said and how it is shared.

And when you’re dealing with someone who’s nervous about making a fool of themselves, those words can make all the difference.

If you’re having trouble getting your clients to buy into being featured, ask yourself – “What am I doing to show them that they have control?” and see if those seven little words can help you make some progress.

Pssst – need more help getting buy-in? Case Study Buddy can help. Drop us a line! 

Ya, you like that? Well, there’s more where that came from!

How to Create Remote Video Testimonials and Avoid Common Pitfalls

Getting a great remote video testimonial takes a whole lot more than just firing up Zoom and pressing “record.” If only it were so easy! If you want a quality final product, here are just a few of the things you need to think about: Capture quality Lighting Framing Audio B-roll Tech troubleshooting Setting Captions and graphics Interview logistics Interviews 1. Capture quality Zoom (and most video platforms) will compress the heck out of everything they touch and make it...

BY Holly Yoos

How to Create Case Study Assets and Build a Winning Team

A deep, context-rich 1,500-word case study chalk full of customer quotes is GREAT…until it’s terrible. Because if you start rattling through that bad boy on a live call, your prospect is going to tune out. You’ve got the right idea, but you’ve chosen the wrong format. You need to deploy the right asset for the right situation. It’s the same in baseball. You can’t build a winning team with a roster that only includes left fielders, pitchers, or catchers. You need...

BY Holly Yoos

Who Should Conduct Case Study Interviews

A successful case study interview requires more than just a great question set. After all, you only have 30-60 minutes to capture a deep level of detail from the customer that will inform a strategic story. If you waste time rattling off questions like a robot, you’ll only get surface-level responses and miss the deeper story. Here’s what can happen if you don’t know what you’re doing: You can easily miss the deeper, more strategic story Your customer will hold...

BY Holly Yoos

Let’s tell your stories together.

Get in touch to start a conversation.

Contact Us