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JOURNAL — 009 · Content

# The Case Study Formula That Closes Deals

DS Daniyal Sheikh, SEO & Content Lead · September 7, 2025 · 4 min read

Sales teams live and die on proof. The narrative structure — stakes, decision, numbers — that turns project write-ups into closing assets.

'We redesigned their website and they loved it' is not a case study. It's a thank-you note with a hero image. Buyers scan case studies for their own situation: defect recognition (that's us), decision logic (could we defend this spend?), and a number that survives the CFO (what did it change?).

## Specificity is the price of belief

'Industry-leading solutions' means nothing because it claims everything. The specific beats the superlative every time a buyer is comparing tabs: exact numbers, named methods, visible scars.

This is why we interrogate founders before writing a word — actual prices held, actual deadlines kept, actual failures fixed. The copy then has receipts, and receipts are the only tone the internet still trusts.

Any claim a competitor could paste onto their own homepage isn't positioning; it's wallpaper.

## The pre-publish checklist

1. Cold-reader test: what do we sell, to whom, why us — in three answers
2. Every claim has evidence a competitor couldn't copy
3. Headline promise matches the page's actual highest-value delivery
4. One clear ask, placed where commitment feels natural, not cornered
5. Read aloud once — cut every sentence you hated saying
6. Distribution plan written before the piece is called done

## Distribution is half the page

The post that took six days to write deserves more than a birth announcement on a company page with 300 followers. Content unpublished in multiple shapes is budget left on the table.

The cascade: pillar piece to thread, to carousel, to talk track, to newsletter lead, to sales attachment — each re-authored, scheduled weeks apart, pointed at the pillar for depth.

Write once, publish twelve times. Otherwise the algorithm simply never meets your best thinking.

> Nobody reads. Everybody decides. Copy exists for the decision.ALIFY content desk

## Clarity is the house style

Every brand wants a voice; few budget for the discipline of being understood. Clarity isn't the enemy of personality — it's the delivery mechanism. Confusion never converted anyone who had a choice.

The test we run on client copy: read it to someone outside the industry and ask what we sell, to whom, and why us. Three honest failures and the draft goes back, no matter how good it sounds in the meeting.

## Voice survives format changes

A brand that sounds human in the blog and like a legal fax in email isn't building a voice; it's running coincidence. Consistency is a writing system, not an accident of the same intern.

We document voice as behavior: words we use, words we ban, sentence lengths, how we open, how we close a sell. Then every format — page drive, ad, invoice, error message — gets the same spine.

Customers experience text across channels as one continuous conversation. Write like you know they're listening everywhere.

> Your brand voice is a promise you keep in sentences.Style guide, v3

## Where to start this week

Rewrite your best case study's first two sentences as: what was breaking, and what it was costing. If sales can steal that line for a call, you're done.

Then keep it honest with a short list:

- Adjectives where numbers belong
- Welcoming visitors to websites like it's 2004
- Burying price logic until after the pitch
- Put the date on the calendar — playbooks without Fridays are just reading

And when the scope outgrows the spreadsheet, that's precisely what our team is for.

## Straight answers

### How is copy priced — per word?

Never per word; per outcome. A homepage is priced on the strategy and conversion job it must do. Per-word pricing rewards padding, and padding is the enemy of everything on this page.

### What if we don't like the first draft?

Drafts are supposed to be argued with. Revisions are built into every engagement with structured rounds — the goal is sharp copy, not defensive copywriters.

### How do you learn our industry well enough to write it?

Structured intake: stakeholder interviews, your sales calls and support tickets, competitor reading, and ghosted questions asked like a customer would. For genuine depth niches we pair you with a writer who's covered adjacent territory — and your team reviews every fact before anything ships.

Content ALIFY Journal 4 min read
DS
Daniyal Sheikh
SEO & Content Lead · ALIFY

Owns organic growth for clients across four time zones. Writes the playbooks, then tests them on ALIFY first.

Keep reading

## More from the journal.

Content April 22, 2026 7 min read Content That Ranks: Our 90-Day Editorial Framework The exact editorial operating system we install for clients: demand mapping, expert-led drafting, refresh cycles and the distribution most teams forget — week by week. Read article Content September 13, 2025 4 min read Brand Voice Guidelines Your Team Will Actually Use Most tone-of-voice documents are adjective soup nobody opens twice. The format — saying/doing/before-after — that turns voice into a production tool. Read article Content September 22, 2025 4 min read Bottom-Funnel Blogging: Content That Books Demos Traffic that never touches the product is a vanity metric. The comparison, alternative and integration content that converts readers into pipeline. Read article
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