Evidence that it works.
WHAT PROSPECTS WANT TO KNOW
That someone like them succeeded.
WHAT A CASE STUDY SHOULD CONTAIN
Who the customer is What their situation was What they tried before What changed Specific results
WHY SPECIFIC RESULTS MATTER
Vague improvement claims persuade nobody.
WHAT NUMBERS TO USE
Whatever the customer will confirm.
WHAT TO DO IF THEY WILL NOT SHARE FIGURES
Use proportions, or describe the change qualitatively, honestly.
WHAT TO NEVER DO
Invent figures Imply a result the customer did not claim
WHAT PERMISSION TO OBTAIN
Written approval of the finished piece, and of using their name and logo.
WHY WRITTEN
Approval given informally is withdrawn later, and larger organisations require internal sign-off.
WHEN TO ASK
After a clear success, while it is recent.
WHAT ELSE PROVIDES PROOF
Customer numbers, if impressive Named logos, with permission Reviews on independent sites Quotations from support conversations, with consent
WHAT TO AVOID
Logos of companies that trialled and left Claims about scale you cannot support
WHAT TO PLACE WHERE
Proof near the decision: pricing pages and signup.
WHAT TO KEEP CURRENT
Everything, since outdated proof is worse than none.
