Optimize · Proposal / Pitch Optimization

Rewrite Generic Case Studies to Match the Prospect

Reframe an existing case study so it mirrors the prospect's industry, problem, and KPIs without inventing new facts.

managerrepIntermediate

When to use

Use when your closest case study is in a different vertical but the mechanics map. Run before any pitch where social proof is doing heavy lifting. Stop using the same 4 case studies for every proposal regardless of fit.

The prompt

Prompt

You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in repositioning case studies so they read as proof for the buyer in the room.
Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Prospect's specific problem from discovery: [PROSPECT_PROBLEM] | Prospect's KPIs that matter: [PROSPECT_KPIS] | Existing case study (verbatim): [CASE_STUDY]
Rewrite the case study so the problem framing, language, and headline KPIs mirror the prospect's situation. Keep every fact in the original — do not invent results. Surface the mechanics that transfer across industries; downplay the parts that don't.

- Never fabricate metrics, client names, or quotes
- Open with the parallel between the case study client's problem and the prospect's problem (in 1-2 sentences)
- Lead with the KPI the prospect cares about most, even if it wasn't the original headline metric
- Note industry differences honestly in one 'why this still applies' sentence
- 250-350 words, 1 page max

Rewritten case study in markdown: H2 headline, 'Why this matters for [PROSPECT_NAME]' callout box, Problem, Approach, Results (table), Why it transfers.

Variables

[AGENCY_NAME]Your agency name
[SERVICES]Services being proposed
[PROSPECT_NAME]Prospect company name
[PROSPECT_INDUSTRY]Prospect's industry/vertical
[PROSPECT_PROBLEM]The exact problem the prospect described in discovery
[PROSPECT_KPIS]Metrics the prospect cares about (e.g., CPL, organic revenue, ROAS)
[CASE_STUDY]Full text of an existing case study from your library

Example input

Input

Agency: FernRoad Creative — paid social | Prospect: ClearStone Roofing, residential roofing | Prospect problem: 'Spending $18K/mo on Facebook lead ads, leads are tire-kickers, sales team won't call them back.' | Prospect KPIs: cost per booked estimate, show rate, won revenue per ad dollar | Case study: 'For Bayside Pediatric Dental, we ran a Meta Ads campaign with appointment-booking lead forms. Reduced cost per booked new-patient appointment from $94 to $41 over 4 months by adding qualifying questions to the lead form, retargeting form-starters, and shifting budget to Advantage+ creative. Show rate increased from 58% to 79%.'

Example output

Output

## How We Cut Cost-per-Booked-Estimate by 56% for a Service Business Buying Meta Lead Ads

> **Why this matters for ClearStone Roofing:** Bayside had the same problem you described — Meta lead forms producing cheap-but-junk leads the team wouldn't call. Different vertical, same mechanic: fix the form, fix the funnel.

**Problem.** Bayside Pediatric Dental was running Meta lead-form ads at $94 per booked appointment. Most lead-form submissions weren't showing up, and the front desk had stopped trusting the channel — sound familiar?

**Approach.** Three moves: (1) added two qualifying questions to the lead form (insurance + zip), (2) built a retargeting audience of form-starters who didn't submit, (3) shifted spend to Advantage+ creative testing 6 variants per month.

**Results (4 months).**
| Metric | Before | After |
|---|---|---|
| Cost per booked appointment | $94 | $41 |
| Show rate | 58% | 79% |

**Why it transfers to roofing.** The mechanic — qualifying questions filter junk before sales touches the lead — works identically for booked estimates. Industry-specific tweak: ClearStone's qualifier will be roof age + homeowner status instead of insurance.

Pro tips

Tag every case study in your library with the mechanic it proves (e.g., 'qualified lead form', 'TOFU content engine') — makes matching to prospects 10x faster
If no case study transfers, say so and offer a written reference instead of forcing a bad fit
End with the industry-specific tweak — it shows you've thought about their world, not just yours

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