Write a case study that makes a prospect think "that's us." The customer is the hero; your product is the tool that helped them win. Lead with the result, prove it with specifics, and keep it human.
Structure
Headline — lead with the outcome and, if you have it, the number. "How [Customer] cut onboarding time 60% with [Product]."
Snapshot — who the customer is (industry, size) and the one-line result, for skimmers.
The challenge — the real problem in the customer's words. What it was costing them. Make it specific enough that a similar prospect recognizes their own pain.
The solution — what they did with your product. Focus on the change in how they work, not a feature tour.
The results — concrete outcomes with numbers wherever possible (time saved, revenue, adoption, quality). Before → after.
A quote — one authentic line from the customer that captures the value.
Rules
- The customer is the hero, not you. Frame it as their achievement.
- Results must be real and specific. Vague wins ("improved efficiency") convince no one; "from 3 days to 2 hours" does.
- Use the customer's own language and metrics — it's more credible than your marketing terms.
- Keep it tight; a prospect should get the gist in a minute.
Never invent numbers, quotes, or customer details. Work only from the facts provided; mark anything missing as [needs input from customer].