What should a case study show to be persuasive?

• A. The problems the prospect faced, what your solution did to solve those problems, and the results.
• B. A list of all product features in order.
• C. The salesperson's personal achievements.
• D. The client's logo gallery.

Answer: (A)

When a case study is persuasive, it tells a customer story: it starts with the problems the prospect faced, shows how your solution addressed those problems, and then proves the impact with concrete results. This sequence creates relevance and credibility by mapping directly to the reader’s own situation, showing cause and effect, and providing measurable evidence of value. The problems establish the stakes, the solution demonstrates fit, and the results quantify improvements like ROI or efficiency gains, making the value tangible. Other approaches don’t fit as well because listing features in isolation doesn’t connect to real outcomes, highlighting the salesperson’s achievements shifts focus away from the customer, and a logo gallery lacks the narrative and evidence that convince someone to act.