B2B Case Study and Sales Content Writing

What I do in sales and proof content

Everything in this group is built for a conversation already under way: the reader is interested, and something has to close the gap between interest and a signature. I write that something, and I spend most of the time on the evidence, because a claim without proof is what every competitor already sends.

Proof

Case studies are the centre of it: an interview with your client, a structure that follows the decision they made, the numbers they agree to publish, and their written approval on the final draft. Customer interviews are a service on their own, because a client will tell a stranger things they will not tell you, and the transcript outlasts the case study. Success stories are the shorter, warmer version for clients who dislike the case study format or cannot share figures. Testimonial editing turns a kind but vague quote into a specific one, sent back to the client for approval. Before-and-after narratives describe the state a client was in, the state they are in now, and what moved them, in a page that a salesperson can read aloud.

Sales materials

Proposal copy is a reusable proposal with the fixed parts written once and the variable parts marked, so nobody starts from a blank page at nine in the evening. RFP and tender responses answer what was asked, in the order it was asked, inside the word limit. Pitch deck copy is the words on the slides, because a designer cannot rescue the wrong argument. Presentation copy and speaker notes cover the longer form: what is on the screen and what the speaker actually says. Battlecards give a salesperson one page per competitor for the moment they are asked. Competitor comparisons are written honestly enough to be trusted, which is what makes them persuasive. Objection handling documents answer the seven or so reasons people say no before they are said aloud. One-pagers are the single sheet that gets forwarded to the person holding the budget.

Downloadables

White papers make a real argument with real evidence, rather than a brochure set in a serious typeface. Industry reports publish original data under your name, gathered from your own customers or records, which is how a small firm earns mentions it could not buy. Ebooks and guides are long-form pieces worth downloading, and usually worth not gating. Lead magnets are something a buyer would pay for, given away; anything less is ignored. Checklists and workbooks are practical tools people keep, use and remember where they got. Executive briefings are two pages for the person who will not read the twenty.

Documentation and internal

Knowledge base articles are support content that deflects tickets and reassures a buyer who is reading them before signing. Help centre content is organised by what a customer is trying to do, not by your product map. User guides and manuals are instructions written by someone who watched a real person try to follow them. Training materials cover onboarding and staff training that does not need you in the room. Procedures and SOPs are the process written down so it survives the person who invented it. Internal communications are the announcements and staff updates that people read and believe, because staff repeat them to customers.

How it is delivered

Fixed price, agreed in writing before anything starts; none of this work is published as a band on the pricing page, so each piece is quoted after a half-hour call. A case study or a proposal takes two to three weeks; a white paper or a report takes four to six, most of it research and approval. You keep the editable files, the interview transcripts and the approvals, and you can reuse all of it without asking. The pillar that most often follows is copywriting, because a finished case study or white paper needs the email sequence that sends it to the right person at the right time.

What I do not sell here