In the creative industry, your reputation is built on your latest achievements—not the logo tweak you made a decade ago (though you can certainly mention it in passing if you’re feeling nostalgic). Case studies are invaluable, even if they’ve aged slightly. You can fill the air with self-promotion and grand claims (and trust me, I’ll enjoy questioning every extravagant statement just for fun), but when you present a case study packed with measurable results and authentic testimonials, I’ll take it at face value. It offers a genuine insight into your capabilities, and if it’s all smoke and mirrors, well... consider me on the hunt to make your life a little more challenging.
A recent report on the "Biggest Red Flags" in client-facing materials revealed that the absence of testimonials and case studies is one of the top deterrents for potential clients. It’s clear: having others review and validate your work is far more powerful than self-promotion alone.
When we evaluate potential partners or agencies, we bypass the typical "About Us" section and go straight to the case studies (or portfolio, if that’s what you prefer). That’s where we get a true sense of your ability and results.
When advising clients on how to create case studies, many express concerns about not having “big enough” results to showcase. But here's the reality: a simple, honest testimonial can carry just as much weight—sometimes more—than an outlandish claim of a “300% increase in sales.”
And if you happen to have a “300% increase in sales” to proudly display, make sure it’s front and centre. It may seem a little flashy, but demonstrating tangible, commercial outcomes from your work will never go out of style.
So, let your case studies do the talking. Allow the results to speak for themselves and show potential clients the real impact of your expertise.