Cami's case study fits in four facts: a huge audience, no offer, the offer we built, and $50K+ in the first month. Each one came from the record we kept while building it.
A case study is a testimonial with the receipts attached. It shows a prospect where one real client started, what they did and where they ended up, with dates. Most coaching sites have quotes. Few have case studies, because nobody tracked the dates.
What goes in a coaching case study?
Six parts, each filled from a record you already keep. If a part has no record behind it, that is the tracking to add first.
| Part | What it says | Where the facts come from |
|---|---|---|
| Who | Name, niche, what they did before, permission confirmed | Signed permission form |
| Before | The starting number and the month they joined | Intake form and the client's first row |
| What they did | The stages they went through, with the date of each milestone | Client board, milestone column |
| Result | The number reached, the month, and the evidence | The board plus a screenshot or statement |
| Next | What they bought or did after the result | Payments and the interview |
| Typical results | One line on what clients generally achieve, with cohort and period | Your client success rate |
Where do the facts come from?
From two places: the client's row on the board and a recorded interview. The row gives you the dates. The interview gives you the words, the worries before joining and what changed apart from the number.
Ask for the case study interview once the result has held, around 30 days after the milestone or the end of the term. A 20-minute recorded call is enough material for a full page.
How do you write the before section?
With a number first. Revenue before, clients before, hours a week, whatever the promise measures. Then one or two sentences in the client's own words about what it felt like.
Ours for Acquisition Ace describes the program as we found it in the first 30 days. Here it is in Diego's words.
Acquisition Ace was a classic coaching offer: a Skool program, a couple of fractional coaches, and that was it. No SOPs, no client success managers, no structure, just a pile of information. We rebuilt the video training, hired the client success managers, wrote all the SOPs and structured the whole path from day one to result. We built everything, because there was nothing.
A prospect can picture that before, because most coaching programs look like it. The result after it, $5M+ in extra revenue from the offers we built, only means something next to the before.
Result from a named client with written permission. Typical clients of this cohort saw a range of outcomes; nothing here is a guarantee. How we handle claims.
How do you write the result without overclaiming?
Use the number the evidence shows, rounded down. Ranges stay ranges. If a client reached $9,400 in a month, the case study says $9K+, not $10K.
Put the month next to it. A result without a date cannot be checked, and a prospect reads an undated screenshot as someone's best day. Our results pages carry a typical-outcome line beside every number, and a coach's case study needs the same. This is not legal advice; FTC endorsement rules apply to US audiences.
What template can you copy?
Seven blocks, in this order. Each one is filled from the row or the interview, so the writing takes an hour, not a week.
- Headline: the client's name, the result and the time it took.
- Who: two sentences on the client and their business before joining.
- Before: the starting number, the month, and one line in their words.
- What they did: the stages, with the milestone date for each.
- Result: the number, the month, the evidence, and one quote.
- Next: what they did or bought after the result.
- Typical results: what clients of this program generally achieved, with cohort and period.
What goes wrong with coaching case studies?
Composite clients, first names only and numbers nobody can check. Every case study we publish names a real person who signed, and nothing in it is made up.
The other mistake is stopping at the result. The next offer the client bought tells a prospect the program has somewhere to go after the promise. At Video Business Academy, that second chapter is why lifetime value went from $4K to $50K and more.
Further reading: Video testimonial questions for coaching clients · Acquisition Ace case study breakdown
Diego Miescher
