Looking for advice on questions to ask customers when interviewing them for a success story. I know the basics, but are there any good, unique, probing questions to ask? Appreciate any resources or advice. Thanks!

You’ll love @nice-greece-14301’s course on case studies. It comes with a whole template for each part of the conversation and has come to my rescue many many times!

Here are some questions I ask. • What's your company mission? • How does our product help you achieve your mission? • What challenges did you encounter with [the problem]? • How did these challenges impact revenue? • What did you try to solve the problems? • Did you try over one product to fix the problems? • Why do you think the other products didn’t work? • How did you find us [the solution]? • How long have you been using our product? • What are the top things you use our product for? • How long did it take to see results? • Did our product solve your problems at a lower cost? • Are you open to share any success metrics with us? I also shared these thoughts on LinkedIn. https://www.linkedin.com/posts/preciousoboidhe1_marketing-activity-6975846698824658944-B069?utm_source=share&utm_medium=member_desktop

Get really good at asking “why,” “how,” and “in what way.” This is particularly important when asking about business challenges because, as Precious alludes, you need to relate the challenges to daily impacts on business operations and end customers. (It’ll also be super helpful in getting the context you need to draw a straight line for the reader between the solution and specific business outcomes…told in the customer’s own words). Customer reference/advocacy marketing is my bread and butter. Feel free to DM if you want to talk through anything else.

Thank you all!

Love all Precious's suggestions, I'd add: What was the 'before' situation? Have there been any unexpected benefits?

My favorite question to ask in interviews is “is there anything I didn't ask about our audience/readers would want to know?” I've gotten some gems

@flaky-toothbrush-50641 I use that one on every interview too. It’s a fantastic open-ended question

I really like the StoryBrand framework to start - 1. What was the problem you were having before you discovered [solution]? 2. What did the frustration feel like as you tried to solve the problem? 3. What was different about [solution]? 4. Take us to the moment you realized [solution] was actually working to solve your problem? 5. Tell us what life looks like now that your problem is being solved I also like to ask if they have advice for people considering our company, and to summarize their experience with the company in 3 words.