My 5 step format for a perfect MSP case study

When a client leaves you a review or gives you a testimonial, that feels great, doesn't it?

Reviews and testimonials are powerful forms of social proof, where other people are influenced directly by your clients.

But the most powerful form of social proof is a case study.

Think of it this way. If a review or a testimonial is a snapshot of how a client feels about you, a case study is a deep dive. It tells the full story.

And stories heavily influence how humans make decisions, whether we realise it or not.

Our brains are wired to engage more with stories than with snippets of information. We've been like that since we were cave dwellers. After all, for most of mankind's history, information was passed from generation to generation through stories.

So if you don't yet have a couple of case studies on your website and used across all of your marketing, you need to crack on with that

The goal of your case study isn’t to show off your technical ability. It’s to emotionally move the person reading or watching it. You want a prospect to finish it and think: “Oh wow, yes, that’s exactly what’s happening in my business. And these guys fixed it. I should talk to them.”

There's a specific format for case studies that works really well. That's coming in the next few seconds... but first...

Get out your wallet and hire a videographer

Before we get into the structure, let me say this clearly. The most powerful version of a case study is video.

A written case study is good. A video case study changes everything.

Because when a prospect watches a real client talking about their real experience, on camera, it creates a level of trust that no amount of words and pictures can match.

Hire a decent videographer for a day. Make sure it's someone experienced who knows how to make it a) visually look good, b) sound good, and most importantly c) ask the right open questions of your clients to get the best answers from them.

This will be worth every single penny you spend on it.

Once you have a ton of great footage, you can repurpose it endlessly: pull clips for LinkedIn, embed it on your website, use it in proposals, cut a short version for ads. One day of filming can fuel your marketing for years.

If video genuinely isn’t possible right now, no worries, a well-written case study following my format will still work. But put the video on your "must do soon" task list.

My 5 step format for a case study

Step 1: Context

Start by immediately establishing that the subject of the case study is just like the person reading or watching it. This means you need a clear grip on your Ideal Client Prospect, your ICP, so you can make sure the case study talks directly to that person.

It's a business owner or manager, frustrated with their technology. They're running a business of a similar size, in a similar sector, with similar challenges.

This is why case studies work so powerfully when you target a vertical. Lawyers are more influenced by hearing from other lawyers than by anyone else. Accountants trust accountants. Manufacturers trust manufacturers.

The faster you can make the reader or viewer think “oh, that’s me,” the more engaged they’ll be with everything that follows.

Step 2: Problem

Describe the problem the client had. But resist the temptation to get technical.

You’re not communicating to other IT people. You’re communicating to a business owner who doesn’t fully understand technology YET knows very clearly when it’s causing them pain.

Put about the problem in their language, not yours. Not “they had an outdated server infrastructure with insufficient redundancy.” Instead: “their systems kept going down at the worst possible moments, and nobody could tell them why.”

Step 3: Poke the pain

This is the step most MSPs skip, and it’s one of the most powerful.

Don’t just describe the problem. Show what it was costing them. Something as seemingly minor as slow computers can lose hundreds of hours a week across a medium sized organisation. Add that up over a year and that's a lot of frustration.

When the prospect can see the real business impact of a problem they also have, the case study stops being a nice story and starts being relevant to their own life. “We’re losing that time too.” “That’s exactly what’s happening with us.” That’s the reaction that wins you new clients.

Step 4: Solution

Now you get to talk about what you did. But again, keep it strategic rather than tactical.

You don’t need to explain the technical details of how you solved it. The prospect doesn’t need to understand your methodology. What they need to understand is that you came in, assessed the situation, formed a solid plan, and executed it calmly and professionally.

“We came in, did a thorough review, and put a clear roadmap in place” is more reassuring to a non-technical business owner than a detailed technical breakdown of exactly what setting you changed and why. The case study is about building confidence, not demonstrating expertise.

Step 5: Outcome

Exciting times, as this is the payoff. And it should be about the business and its performance, not about the technology.

Not “we upgraded their server and improved network uptime to 99.9%.” YAWN!

Instead: “Just a few months later, the team had stopped complaining about their computers. The owner had stopped firefighting IT problems. And the business had been able to take on two new members of staff because the systems could finally support the growth they’d been planning.”

Staff complaining less. Owner stress reduced. Business growing. TICK TICK TICK! Those are the outcomes that make a prospect think: I want that. And they know where to get it... from you.

So who should you ask to help with your case study... and when?

The best time to ask a client for a case study is when they’re at a moment of peak happiness with you. After a big successful project. Or after you’ve solved something that was really bothering them. And definitely in their first 90 days when everything has gone smoothly and they’re feeling relieved they left their old MSP for you.

Make it easy for them. Tell them exactly what you’ll cover, how long it will take, and what you’ll use it for. Most clients who are happy with you will say yes if you just ask.

And once you have one? Use it everywhere. Your website. Your proposals. Your LinkedIn. Your sales meetings. Anywhere you do marketing, your case study should be there.

Over to you

Do you already have a video case study on your website? Or even a written one following this kind of format?

Let me know. I read and reply to every email😃