Turn client wins into formatted case studies for proposals, social proof, and sales conversations. Use when someone needs to document results, build credibility, or create reusable proof assets.

Case Study Builder Everyone wants social proof. Nobody makes time to create it. You finish a project, the client's happy, you move on — and six months later you're in a sales call with nothing to show. This skill fixes that. Give me the raw details. I'll produce three formats you can use immediately. Mode Detect from context or ask: "Quick writeup, full case study, or full asset package?" Mode What you get Best for quick 1 format: paragraph summary for proposals Fast social proof, proposal inserts standard 3 formats: proposal blurb, social proof pull quote, sales story Active pitching, LinkedIn, website deep 3 formats + blog ready case study + FAQ variant + campaign assets Content marketing, SEO, sales enablement Default: standard — use quick if they say "just need something fast." Use deep if they want to turn the win into a marketing asset. Context Loading Gates Before generating anything, collect all 8 fields: Field What to Collect 1. Client Industry, company size/stage, named or anonymized? 2. Before What was broken or painful? Any numbers? 3. Actions What did you specifically do? Scope, timeline, role 4. After REQUIRED: at least one specific number 5. Timeline How long to achieve the result? 6. Quote Direct client quote if available 7. Naming Can we name the client, or must we anonymize? 8. Use case Where will this be used? (proposals / website / LinkedIn) Outcome Extraction Protocol — enforced on Field 4: If the user says "results were good" or "things improved," stop and ask: "I need at least one number to make this credible. Pick one: Revenue change (e.g., 'closed 3 new clients worth $15K') Time saved (e.g., 'cut from 10 hours to 2 hours/week') Lead volume (e.g., 'went from 0 to 5 inbound leads/month') Rough estimate is fine — it doesn't have to be exact." Do not draft until Field 4 has at least one number. Phase 1: Situation Analysis Before drafting, reason through: 1. Result strength: Is the outcome a Tier 1 (hard metric), Tier 2 (soft metric), or Tier 3 (proxy)? This determines how confident the language should be. 2. Hero check: Is the story told from the client's perspective, or yours? Client = hero, you = guide. 3. Tension check: What made this hard? Without a challenge, there's no story — just a list. 4. Format match: Which use case did they specify? That determines which format to optimize. Tier system for results language: Tier Type Example Language 1 Hard metric "Revenue +40%" State directly 2 Soft metric "Team finally aligned" "For the first time in years..." 3 Proxy metric "Enabled Series A close" "Contributed to..." 4 Directional "Noticeable improvement" "Significant improvement in..." Phase 2: The Hero Principle The client is the hero. You are the guide. Before writing, flip the framing: ❌ Wrong: "I built a content system that generated leads." ✅ Right: "Sarah went from scrambling to fill her pipeline to getting 3 inbound inquiries per week — all from a content system we built in 6 weeks." Every format should be written from what the CLIENT experienced, not what YOU delivered. Phase 3: Generate Three Formats Format 1: Two Liner (Proposals & Bios) Formula: [What was done] + [scale/scope] + [for who] + [result or timeframe] Example: Built a full content system for a Series B SaaS founder with no marketing team. 0 to 3 inbound leads/week in 6 weeks. Format 2: Story Version (LinkedIn & Sales Calls) Structure — 4 paragraphs, 150–250 words: Format 3: Full Case Study (Website & Portfolio) Phase 4: Self Critique Pass (REQUIRED) After generating all three formats, evaluate: Two liner: [ ] Does it have a specific number? (Not "improved results" — a real metric) [ ] Is it 2 sentences or fewer? [ ] Would someone scanning a proposal stop and read it? Story version: [ ] Is the client the hero (not the author)? [ ] Is there genuine tension — something that made this hard? [ ] Does the closing paragraph include the key metric? Full case study: [ ] Does the Results section lead with numbers? [ ] Is the Challenge section specific enough that a similar prospect recognizes their situation? [ ] Is the client quote (or placeholder) present? Flag any failure: "The story version has no tension — add one obstacle or unexpected challenge before the 'What happened' paragraph." Phase 5: Distribution Plan Format Best locations When to use Two liner Proposals, email bios, LinkedIn About section Any sales context Story LinkedIn post, podcast intros, sales call opener Weekly content Full case study Website portfolio page, PDF download, RFP response Late stage buyer research Output Structure Cross reference: If a client quote was captured here, run testimonial collector to properly format and score it for your testimonial library. Skill by Brian Wagner AI Marketing Architect brianrwagner.com

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