Proof persuades
For B2B and public-sector teams who need case studies that stand up to scrutiny and influence decisions.
In high-stakes environments, credibility comes from evidence, not claims.
I turn complex work and real-world achievement into clear, credible case studies that hold up under scrutiny.
The result is narrative with purpose: work that earns trust, moves the right people, and helps clients say “yes” with confidence.
The right words will get you want you want
Evidence + Understanding = Action
A good case study follows a simple psychological arc: evidence creates understanding; understanding builds trust; trust drives action. It turns data into narrative, and insight into momentum.
Why case studies win decisions
Effective case studies follow a clear path: evidence → understanding → action.
They ground your work in verifiable evidence and turn credibility into relevance and trust.
They meet both sides of decision-making: the rational demand for evidence, and the human need for meaning.
This is why case studies continue to work when campaigns stop.
The Cognitive Science Behind Trust
Neuroscience supports this behaviour. We process narrative patterns faster than abstract logic, and when those patterns resolve (a problem solved, a risk reduced, a benefit felt), the brain releases dopamine, reinforcing trust.
The result isn’t hype. It’s clarity earned through sequence, resolution, and satisfaction.
It's why the strongest case studies don’t just describe work, they make decisions easier.
Evidence + Understanding = Better Decisions
'Case studies are the most versatile content format in B2B marketing — used across websites, sales materials, social media, and events.'
— Content Marketing Institute, 2023
'We are wired to look to others for cues on what to believe, what to buy, and whom to trust.'
— Robert Cialdini: 'Influence: The Psychology of Persuasion', 2007
A well-crafted case study can be repurposed across your website, pitch decks, sales enablement, newsletters, and social media, not as repetition, but as cumulative proof.
92%
of B2B buyers say they are more likely to purchase after reading a trusted case study.
— Demand Gen Report, 2024
73%
of marketers rank case studies as their most effective form of content for conversion.
— Content Marketing Institute, 2023
79%
of consumers say user stories and testimonials build more trust than brand copy alone.
— Edelman Trust Barometer, 2024
Thoughtful people and organisations hire me
Most copywriters haven’t spent two decades analysing how people think, decide, and are persuaded. And most marketers don’t have the hours or the headspace to produce copy that actually shifts behaviour.
I bridge that gap with evidence-led writing that earns trust.
I write the way real prospects read: plainly, precisely, and without the padded jargon that drains meaning from perfectly good ideas. No “industry-leading” canards. No “best-in-class” bragging.
Just clear thinking, good research, and credible writing expressed cleanly.
When your voice sounds credible and human, people pay attention. And when they pay attention, they are much more likely act.
That’s why B2B and public sector teams ask me to turn customer success into case studies that do more than summarise a project: they illuminate value, shape perception, and support revenue and policy conversations long after the campaign has ended.
A few of my case studies that made a difference
Case study packages
Good case studies are worth investing in. They’re versatile, durable, and give your teams something they rarely have: clear, credible proof. When done well, they repay themselves many times over: in meetings booked, conversations advanced, and deals nudged across the line. They can be repurposed across websites, pitch decks, white papers, POCs, sales enablement, newsletters, and social channels, not as repetition, but as cumulative proof.
Choose the right level of proof for your goals
PACKAGE 1 — THE FOUNDATION
Your customer story, distilled with clarity and persuasive force. Ideal when you need a single, high-impact asset you can share across your website, proposals, investor decks, or sales conversations - something that sharpens your value without adding noise. Includes: 500–800 word written case study Mini Proof Audit: concise assessment + recommendations to strengthen your story Repurposing guide: practical ways to extend the lifespan of your case study Unlimited revisions until you’re fully satisfied
PACKAGE 2 — THE AMPLIFICATION
The core case study, plus proof that spreads. Designed for teams who want their customer story to travel further than a PDF. This option gives you a complete proof engine: one narrative, many touchpoints. Includes: 500–800 word written case study 5 ready-to-publish social posts (quotes, stats, angles, takeaways) Mini Proof Audit: concise assessment + recommendations Repurposing guide: extend the value of your asset Revisions until you’re fully satisfied.
PACKAGE 3 — THE AUTHORITY BUNDLE
A complete, ready-to-deploy proof suite. Built for teams who want their strongest customer success story working everywhere - sales decks, marketing funnels, LinkedIn, events, PR, and leadership briefings. Includes: 800–1,200 word flagship case study One-page summary (print-ready for events and handouts) 5 ready-to-publish social posts Mini Proof Audit: concise assessment + recommendations Repurposing guide: how to extract maximum use across your channels Revisions until you’re fully satisfied.