Read time: 5 minutes
Last week, I got asked a question I’ve heard hundreds of times now:
“I’ve been posting on LinkedIn for months but I’m not getting any inbound leads. What am I doing wrong?”
My response was: “let’s look through your content together.”
What quickly became apparent was that they were just posting educational content and had NEVER posted a client transformation case study.
Educational content may attract new followers, but it doesn’t drives leads.
To drive leads, you need to show proof you’ve delivered results before.
Why Buyers Buy
Buyers buy from you when they feel confident you/your product will help them get results.
Sharing client transformations - results you’ve helped other people or businesses get - does that because it makes them think “Will helped Jenny, I’m similar to Jenny, so maybe he can help me too.”
Educational content alone doesn’t give people this confidence.
Here’s how you can create posts like this using my 6-part transformation case study framework.
The Proof Framework
Hook With A Transformation
Tell readers the outcome in the first sentence. They may only see your hook and your visual, so the results needs to be visible in them.
Relatable Before Story
Paint a picture of your client's struggles. Your audience should see themselves in this struggle. I like to put ❌ here to naturally draw the eye to them.
Tangible Results
Make them tangible and measurable (e.g. increased their salary by $25,421 from their promotion). No vague results.
Your Role in The Journey
Show how your solution bridged the gap. Focus on specific actions and results.
Call To Action
Guide interested readers with a call-to-action, like a free trial or consultation. Ideally include some urgency and scarcity in the offer.
Visual
Show, don't just tell. Here’s an effective one by Chris Donnelly. The visual is super important because you hook people with your text hook AND the visual.
It’s all they see on their feed when they decide whether or not to stop and engage.
Proof in Action
Here are a few effective examples I’ve seen:
Client Results: Why did it work? It includes an authentic screenshot from a happy customer.
Anonymous Client Results: Why did it work? It shows a believable text conversation
Anonymous Case Study: Why use it? If your clients want to remain private (like a lot of coachees).
Your First Case Study
To help you get started, here is an AI prompt:
I am a [type of business] selling to [ideal customer]. I want to write a transformation LinkedIn case study. Please use this framework and include the details.
Hook with Transformation - before and after for client, needs to be tangible - [include details]
Relatable Before - paint a picture of your client's pain points and challenges. Help your audience see themselves in this struggle. [Include details]
Tangible Results - Show the transformation - what life/business looks like now. Make it tangible and measurable. [Include details]
What Changed? - Show how your solution bridged the gap. Focus on specific actions and results. [Include details]
Clear Call to Action - Guide interested readers to [your call to action like a free trial or send you a DM]. Include urgency and authentic scarcity
Just fill in the gaps and you’re ready to go.
When you shift from just educating to showing real transformations, your content stops just adding new followers and starts driving leads.
See you next Sunday,
Will
Will McTighe
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P.S. Building a personal brand was the highest leverage thing I’ve done in my career. Whenever you’re ready, there are two ways I can help you:
Trying out Saywhat: My software platform and community for solopreneurs, consultants and coaches.
Cheat Sheets (Worth $200): Here are my 60+ LinkedIn Cheat Sheets.
