// 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.
| name | case-study-builder |
| description | 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. |
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.
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.
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.
Before drafting, reason through:
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..." |
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.
Formula: [What was done] + [scale/scope] + [for who] + [result or timeframe]
[Strong action verb] [what was delivered] for [specific client descriptor].
[Outcome metric] in [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.
Structure — 4 paragraphs, 150–250 words:
**Set the scene:** [Their situation when you arrived — 2-3 sentences with stakes]
**Show the complexity:** [What made this hard — 2-3 sentences]
**What happened:** [Specific actions taken — no feature lists, just moves]
**What changed:** [Outcome — the number + the transformation]
# Case Study: [Client Name or Descriptor]
## The Challenge
[2-3 paragraphs: situation, stakes, what wasn't working]
## The Approach
[Phases or steps — what happened and in what order]
## The Results
[Metrics, before/after comparison, named outcomes]
## Key Details
- Client: [Named or "A [descriptor] company"]
- Industry: [Sector]
- Timeline: [Duration]
- Scope: [What was delivered]
## What Made This Different
[Unique angle, unexpected obstacle, or pivotal insight]
## Client Quote
> "[Testimonial — or placeholder if not yet collected]"
> — [Name], [Title]
After generating all three formats, evaluate:
Two-liner:
Story version:
Full case study:
Flag any failure: "The story version has no tension — add one obstacle or unexpected challenge before the 'What happened' paragraph."
| 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 |
## Case Study: [Client Descriptor] — [Date]
### Situation Summary
[2-sentence analysis from Phase 1]
Result tier: [1/2/3/4]
---
### Format 1: Two-Liner
[Final copy]
### Format 2: Story Version
[Final copy]
### Format 3: Full Case Study
[Full markdown]
---
### Self-Critique Notes
- Two-liner: [pass/issue]
- Story: [pass/issue]
- Full: [pass/issue]
### Distribution Plan
[Where to use each]
### Next Step
[If no quote collected → run testimonial-collector]
[If strong story → suggest LinkedIn post from story format]
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
Audit how a brand appears in AI-powered search (ChatGPT, Perplexity, Claude, Gemini). Use when user mentions "AI search," "how do I show up in ChatGPT," "AI discoverability," "AEO," "LLM visibility," or wants to understand their brand's AI presence.
Build personalized cold outreach sequences for LinkedIn and email. Use when someone needs to reach prospects, warm up cold leads, or build a systematic outreach engine. Covers research, connection requests, follow-ups, and conversion.
Generate content ideas rooted in positioning. Use when someone needs "content ideas," "what should I post," "blog topics," "LinkedIn ideas," or is stuck on what to create.
Generate a clean morning brief in Claude Code — pulls today's priorities, unposted content, and weather from your vault.
Remove AI-generated jargon and restore human voice to text. Built from analyzing 1,000+ AI vs human content pieces.
Autonomous goal execution — give a goal, get a plan, confirm, execute, report. You steer, Claude drives.