The Case Study Kit
Free Case Study Kit: a kickoff clause, the eight things a sceptical buyer checks, a permission request and consent record, and an anonymised fallback. Word template.
Word + Google Docs · Free
What this resource helps you do
Turn a customer result into proof you can publish - the permission to use it, the evidence that makes it believable, and the write-up.
Get the kit from AAJ's free marketing templates library.
Who the Case Study Kit is for
I wrote this for founders who have done good work for customers and have nothing on the website to show for it. Nobody asked the customer at the time, and asking now feels awkward, so the result stays in a slide deck.
What makes this kit different is that it treats a case study as two separate questions. Does it convince a sceptic, and may you publish it? Most teams tangle the two together, which is why both stall. The kit keeps them apart and puts each step where it belongs in time, starting with a clause at kickoff, before there is anything to approve.
It will not get you permission, and it cannot make a thin result credible. It gives your team a process and something to check against, so you know what you have before you ask.
What's inside
- The kickoff clause
- The baseline record
- The results interview
- The evidence worksheet
- The permission request
- The consent record
- The write-up
- The anonymised version
- The check before it goes live
- Running it with your agent
See how proof reads on our own case studies, put it where it converts with the Website CRO Playbook, and check the page it lands on with the Website Grader. Or Run it in your agent.
Frequently Asked Questions
What is the difference between a testimonial and a case study?
A case study has a measured before and after. Without a baseline, what you have is a testimonial - a different asset with a different job, not a weaker case study. The kit tells you which one you have before you write anything.
What if the customer will not let us name them?
Publish an anonymised version with the real numbers. A specific descriptor - size, what they do, and where - carries most of the credibility of a name and needs far less to approve. The kit shows how to build one.
Is the kickoff clause legal advice?
No. It is a starting point for your contract. Have your own counsel review it.
Is the template free, and what format is it?
Free, in exchange for an email address. It is a Word .docx you can type into directly, and it opens editable in Word, Google Docs, Pages and LibreOffice.