Proof persuades
For those who need case studies that stand up to scrutiny and influence outcomes.
In high-stakes environments, your credibility requires proof.
I turn complex work and real-world achievement into clear, credible case studies that show evidence of your hard-earned success.
The result is a tight, persuasive narrative that builds trust and leads to action.
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.
Why case studies help people decide
Effective case studies follow a simple causal path: evidence → understanding → action.
They show proof of what you can do, and proof builds trust.
They meet both sides of decision-making: the rational demand for evidence, and the human need for meaning.
It's why case studies continue to work when campaigns stop.
The Cognitive Science Behind It
Neuroscience supports this. Humans 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, building knowledge and trust.
The result isn’t hype. It’s clarity and safety through the very human process of cause, effect, resolution, and satisfaction.
It's why the strongest case studies don’t just describe work, they make decisions easier.
Evidence + Understanding = Action
'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, white papers, POCs, policies, 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 time to research, write, and develop copy that's actually guaranteed to cause a change in behaviour.
I bridge that gap with experience in evidence-led writing that leads to change.
I write the way audiences read: plainly, skillfully, precisely, and without the folksy or performed authenticity that drains meaning from perfectly good ideas. No “industry-leading” canards, no "silly-speak", and no “best-in-class” bragging.
Just clear thinking, good research, and credible writing cleanly expressed.
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.