🌟 Hello - it’s me, Kev - The Case Study Guy
In this week’s issue, we’ll explore when to ask for a case study or testimonial.
As is so often the case in life… timing is everything.
We’ve all been there.
A new client signs. They’re happy. You’re happy. Someone says, “We should do a case study on this!”
And while the enthusiasm is admirable, here’s the hard truth: you can ask too early.
Case studies are stories of change. They’re built on a journey that’s had time to unfold.
Without that journey - you’ve got an announcement, not a story.
Case Studies Need Time
A case study isn’t just about proving success; it’s about showing the before and after.
What was the situation?
What changed?
What impact did it make?
You can’t tell that story after two weeks.
You need data. You need lived experience. You need results that matter.
So, don’t rush it.
Nurture it. Let the relationship mature, let the wins stack up, and let the story breathe.
Testimonials, on the Other Hand…
Testimonials are different. They’re moments.
They capture the emotional truth of the customer experience in real time.
The best ones come when you’re reactive to what I call testimonial triggers — those moments when your customer feels genuine delight, relief, or excitement.
For example:
You’ve just onboarded a new client.
Everything goes smoothly.
At the end, they say, “That was the best onboarding we’ve ever had.”
That’s a testimonial trigger.
Capture it. Right then and there.
It doesn’t need to be long or polished.
It’s about bottling that emotion while it’s still fresh.
Then - three to six months later - once the solution’s embedded, results are visible, and the impact is clear… that’s when you revisit for the case study.
Because the testimonial is the trailer - the coming soon moment that hints at success. The case study is the movie - the full story, with characters, conflict, change, and resolution.
The Simple Rule of Thumb
Testimonials: reactive and emotional - capture them in the moment.
Case Studies: reflective and factual - build them over time.
You can’t rush a great story, but you can collect the sparks that lead to one.
So, next time a happy client says, “That was brilliant,” don’t let the moment pass. That’s your trailer. Your movie’s coming soon.
Have a wonderful week!
Kev - The Case Study Guy
P.S. The Ultimate Testimonial Method™ is Live
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