Why 78 Studies Prove Your Case Studies Don’t Sell — And the Simple Story Structure That Does

Most businesses don’t have a marketing problem.

They have a memory problem.

Your content looks good.

Your case studies get downloaded.

Your team sends them out.

And yet:

• Prospects forget them within hours
• They can’t repeat your value internally
• Your best work never reaches the sales call
• You sound like every competitor using “challenge → approach → results”

It’s not the copy.

It’s the structure.

Once you fix the structure, everything changes.

I’ve interviewed hundreds of clients and rewritten well over 100 stories across agencies, consultants, builders, engineers, and technical teams. The pattern is always the same:

Case studies don’t sell. Stories do — when they’re built correctly.

Proof It Works (Read This First)

A builder hired me to rewrite a case study about a home built on a 22-degree coastal slope.

His original:

• “Unique engineering challenges.”
• “Collaborated with partners.”
• “Client very happy.”

Professional.

Polished.

Useless.

When I extracted the real story, here’s what surfaced:

Jennifer was the seventh builder she’d called in eight months. Every other builder quoted $400K+ just for the foundation. She’d already spent $40K on drawings that wouldn’t work with the slope. Her construction loan had a 12-month limit — and the clock was running out.

The site required twelve micropile anchors drilled fourteen meters into bedrock. One anchor failed inspection by three degrees. That single failure pushed the build past her financing timeline and jeopardised the entire project.

The builder had to convince the bank to extend the loan — or everything collapsed.

That’s struggle.

And struggle is what makes prospects say:

“This is the only team who understands what we’re dealing with.”

A prospect read that rewritten story and called immediately:

“We’re dealing with the same issue. When can you start?”

When prospects see the struggle, they see your thinking.

And when they see your thinking, they trust you.

What’s Inside the Guide

This isn’t a fluffy storytelling booklet.

It’s a 45-page field manual built on 78 scientific studies about how human memory works.

You’ll learn the 8 elements of a client story that sells:

Character, Goal, Obstacle, Stakes, Struggle, Resolution, Transformation, Proof.

Plus:

• Why a 1988 jury study proved “challenge → approach → result” is the least memorable structure (p.10)
• The question that uncovers struggles clients forgot were interesting (p.30)
• The exact percentage of your story that should be struggle (p.36)
• Why “What made this hard?” gets nothing — and the question that gets everything (p.22)
• How to uncover real stakes when clients say “it just mattered” (p.23)
• The test that reveals whether a rep can retell your story from memory (p.27)
• The two missing elements killing your trust and persuasiveness (p.24)
• The difference between “work” and “struggle” — and why confusing them destroys your story (p.23)

This is the structure your competitors have never been taught.

Before vs. After

Typical Case Study:

– Corporate tone

– No stakes

– No tension

– No struggle

– Forgettable within minutes

– Cannot be retold

Story Built With the 8 Elements:

– Real stakes

– Real tension

– Real struggle

– Memorable

– Easily retold internally

– Builds trust before the call

Who This Is For (and Not For)

This is for consultants, agencies, builders, engineers, developers, advisors, and service providers who solve complex, high-trust problems.

If you sell low-complexity, price-based services, you don’t need this.

If your prospects choose you because of expertise, you do.

What This Will Do For You

Imagine your prospects:

• Remembering your value instantly
• Retelling your story to internal decision-makers
• Arriving to calls already confident in your ability
• Experiences of your competence before they hire you
• Shorter sales cycles, faster decisions, higher close rates

This happens because a story built with the eight elements becomes a mental flight simulator.

Prospects rehearse what it feels like to work with you.

They trust you before the first call.

And it all hinges on:

The Struggle — 40–50% of the Story

Most businesses skip it.

Most agencies hide it.

Most consultants gloss over it.

But struggle is what creates trust.

You’ll finally know how to extract it and shape it properly.

This cannot be automated.

It cannot be templated.

It cannot be AI-generated.

It requires real thinking.

That becomes your moat.

Why It’s $47

A simple reason: this guide attracts the right kind of clients.

Operators who value thinking, strategy, and clarity.

Some of my best consulting clients first came through a small product like this.

It’s low enough to grab instantly, high enough to filter serious people.

What To Do Next

Get instant access and:

• Use the interview script
• Map the eight elements
• Write your first high-performing client story
• Test it in your next ten sales conversations

You’ll see the difference immediately.

Get the Framework – $47

The Guarantee

Use the framework.

If you don’t see a clear shift in your sales conversations — if prospects aren’t leaning in, asking better questions, repeating your story back to you, or showing up pre-sold — you get a full refund.

No questions.

No conditions.

No hassle.

You can keep writing case studies the way everyone else does — and keep being forgotten.

Or you can use the structure that actually sells.

Get the Framework – $47

P.S.

Here’s the short version:

Case studies don’t work because they’re built in the wrong order. Stories do — when you include the eight elements, especially the struggle. This guide shows you how to extract it, write it, and use it in sales conversations. It’s $47, comes with a full guarantee, and you’ll use it for years.

P.P.S.

If prospects can’t remember your value, they can’t choose you. Fix that today.