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Sales Skills / Tell Stories That Sell / Lesson 13
LESSON 13 · TELL STORIES THAT SELL

Case Studies People Actually Read

Practical ways to write case studies people actually read, short, clear and focused on results.

A good case study is a short story with proof. Keep it to one page.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Short case studies get read
TIP 1

Short case studies get read

Busy readers decide in a few seconds whether to continue, so one clear page beats five detailed ones.

TRY THIS
Aim for 300 words.
Photo for the tip: Lead with the result
TIP 2

Lead with the result

Put the headline outcome, such as sales up thirty percent, at the very top where skimmers will see it first.

TRY THIS
Write the headline before the rest.
Photo for the tip: Tell the story in three steps
TIP 3

Tell the story in three steps

Describe the problem, what was done and the result, in short paragraphs with plain words.

TRY THIS
Use three small headings.
Photo for the tip: Open the story with a customer quote
TIP 4

Open the story with a customer quote

A real sentence from the customer adds trust and shows the story is not invented by you.

TRY THIS
Ask for one strong line.
Photo for the tip: Show key numbers in a highlighted box
TIP 5

Show key numbers in a highlighted box

Readers who only skim will still see the two or three facts that prove the value.

TRY THIS
Pick your best three figures.
Photo for the tip: Add a photo or logo with permission
TIP 6

Add a photo or logo with permission

A real face or familiar logo makes a case study feel genuine and easier to believe.

TRY THIS
Ask the customer for approval.
Photo for the tip: Keep jargon out of the text
TIP 7

Keep jargon out of the text

Plain language lets people from any department understand what changed and why it mattered.

TRY THIS
Replace every technical term you can.
Photo for the tip: End with one clear next step
TIP 8

End with one clear next step

Tell the reader exactly what to do if they want similar results, such as booking a short call.

TRY THIS
Add a single link or phone number.
Photo for the tip: Match the case study to the reader
TIP 9

Match the case study to the reader

A prospect trusts an example from a similar company or role much more than a random success.

TRY THIS
Keep three examples by industry.
Photo for the tip: Update your case studies each year
TIP 10

Update your case studies each year

Fresh results show the customer is still happy and that your business keeps delivering.

TRY THIS
Set a yearly review date.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

TITLE

“How a bakery saved six hours a week.”

PROBLEM

“They struggled with paperwork.”

SOLUTION

“We set up a simple system.”

RESULT

“Time dropped from six hours to one.”

QUOTE

“It feels like a weight lifted.”

NEXT

“Would you like similar results?”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Choose one customer
DAY 2
Interview them
DAY 3
Write a headline with a result
DAY 4
Use problem, solution, result
DAY 5
Add a quote and photo
DAY 6
Keep it to one page
DAY 7
Share it

Further reading

  • Building a StoryBrand (Donald Miller)
  • Pitch Anything (Oren Klaff)
  • Made to Stick (Chip Heath and Dan Heath)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Tell Stories That Sell”

Keep going. Small steps every day make a big change.

← Previous: Match the Story to the BuyerNext: Ask for Testimonials Without Awkwardness →

  1. Why Stories Beat Statistics
  2. The Simple Story Shape: Problem, Struggle, Win
  3. Make the Customer the Hero
  4. Find Stories in Your Everyday Work
  5. Keep It Short, Keep It Real
  6. Add One Vivid Detail
  7. End Every Story With a Point
  8. Collect Stories While They Are Fresh
  9. The Before, During and After Story
  10. Use Real Numbers Honestly
  11. Tell a Story Like Your Customer Would
  12. Match the Story to the Buyer
  13. Case Studies People Actually Read
  14. Ask for Testimonials Without Awkwardness
  15. Your Ten-Second Introduction
  16. The One-Sentence Pitch
  17. Cut the Jargon
  18. Lead With the Problem You Solve
  19. Make the Benefit Obvious
  20. Use Simple Words and Short Sentences
  21. The Message Test: Can They Repeat It?
  22. Open With a Hook
  23. The Three-Point Presentation
  24. Slides That Support, Not Distract
  25. Demo the Result, Not the Features
  26. Use Pauses Like a Pro
  27. Handle Questions Mid-Presentation
  28. Close Your Presentation Strongly
  29. Hold the Room Without Shouting
  30. Use Your Hands and Eyes
  31. Control Your Pace Under Pressure
  32. Recover From a Slip
  33. Pitch to One Person or Twenty
  34. Pitch Over Video With Energy
  35. A One-Page Proposal That Wins
  36. Open With Their Problem, Not Your Company
  37. Show Options: Good, Better, Best
  38. Make Pricing Easy to Understand
  39. Add a Clear Next Step
  40. Proofread Like a Professional
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