Free case study generator for MSPs

An MSP case study is a short story about one client: the problem they had, what you did about it and what changed for their business. Enter those four facts in the form above and the tool writes a 350 to 550 word draft with a headline, an "At a glance" box, and sections for the challenge, the work, the results and why it worked, with a marked slot where the client's quote should go. Below is how to gather the facts, the questions to ask your client, a worked example and what changes when the case study is written with your own Brand Profile.

Why do MSPs need case studies?

A prospect choosing an MSP is taking a risk. They are handing over their systems, their data and a monthly fee to people they have met once. A case study lowers that risk, because it shows a business like theirs that made the same decision and was glad of it. It is the closest thing to a referral you can put on a website.

Most MSPs have the raw material for dozens of case studies and publish none. The work gets done, the client is happy, and everyone moves on to the next ticket. When a prospect asks "have you worked with firms like us?", the answer is a verbal story in a sales meeting instead of a link they can forward to their partners.

What makes a good MSP case study?

A good case study reads like a story about the client, not a list of products. The best ones share five things.

1. A client the reader recognises. A size, a sector and a place: "a 40-person accountancy firm in Bristol". Prospects look for themselves.
2. A problem in business terms. "Staff could not work from home" and "a near miss with ransomware" matter to an owner. "Legacy Windows Server 2012 R2" matters only to an engineer.
3. What you did, in order. Enough detail to show you have a method, without a parts list.
4. A result with a before and after. The clearer the change, the stronger the story.
5. The client's own words. One real quote does more than any paragraph you write about yourself.

How do you gather the facts?

Book 20 minutes with the client, ideally the person who felt the problem most, and ask these questions. Record the call if they agree, so you can quote them exactly.

1. What was going wrong before we started, and what did it cost you in time, money or worry?
2. What made you decide to act when you did?
3. What did you worry about before the project started?
4. What was the project like for your staff?
5. What is different now, day to day?
6. Is there a number you can share, such as hours saved, tickets, costs or an audit result?
7. What would you say to a firm like yours that is thinking about the same change?
8. Can we use your name, your logo and this quote?

Questions 3 and 7 usually give the best quotes. Question 8 matters most: get the answer in writing, and agree on what you can say if the client would rather stay anonymous.

A worked example

Take a 30-person MSP in Bristol that has just finished a project for a 40-person accountancy firm. The firm ran on an old on-premises server, staff could not work from home, and a phishing email had nearly led to ransomware the year before. The MSP moved the files to SharePoint, set up Intune and multi-factor authentication, added managed backup and ran phishing training for every member of staff. Now everyone works from home or the office, there is no server to replace, and the firm passed Cyber Essentials first time.

Those four facts go into the form as written. The draft that comes back starts like this:

How a 40-person Bristol accountancy firm moved to flexible working and passed Cyber Essentials first time

At a glance

Client: 40-person accountancy firm in Bristol

Challenge: An old on-premises server, no way to work from home, and a near miss with ransomware

Solution: Files moved to SharePoint, devices managed with Intune, multi-factor authentication, managed backup and staff phishing training

Result: Staff work from home or the office, no server to replace, and Cyber Essentials passed first time

The challenge

For a firm whose clients trust it with their financial records, the near miss was a warning. [Client quote: how it felt when the phishing email nearly got through, and what the partners decided after it.]

The draft goes on through the work and the results, and it ends with a line inviting similar firms to get in touch. It is accurate, clear and in the right order. It does not invent a figure for hours saved or a quote from a partner, so the gaps are visible for you to fill.

What it cannot do is tell the story your way. This MSP always explains its work in three stages that it names in every proposal. It wants every case study to mention the sector it is trying to grow into, and it writes in a warm, plain voice that its clients know from its newsletter. Those details make a case study read like it came from the same firm as the sales meeting, which is what a prospect checks.

How do you check a case study before you publish?

1. Read the headline alone. Does it name the client type and the result?
2. Is every figure one the client has approved, and can you show where it came from?
3. Is every quote word for word, and approved in writing?
4. Would the client recognise their own story? Send it to them before anyone else sees it.
5. Have you cut the product names a non-technical reader would not know, or explained them?
6. Does it end with one clear next step for a firm in the same position?

Where should you use a case study?

Publish it on your website, on a page of its own that you can link to. Then reuse it: a LinkedIn post that tells the story in 150 words, a paragraph in your client newsletter, a slide in your first meeting deck, and a PDF your sales team can send after a call. One approved case study can feed a month of content, which is why it pays to get the facts and the quote right once.

The free LinkedIn post generator and newsletter generator on this site take the same facts and turn them into a post or a newsletter item.

Where does ChatGPT fit?

ChatGPT can turn an interview transcript into a readable first draft, and it is fast at it. The risk is that it fills gaps. Ask it for a case study without a result and it may write one, and without a quote it may supply one. Tell it to use only the facts you give it and to mark anything missing. Our post on ChatGPT prompts for MSP marketing has case study prompts written that way.

Where Yori fits

Yori is the AI marketing assistant for MSPs and resellers. "Write it in my brand voice", under the tool, carries the client, the challenge, the work and the results into Yori and opens the Case Study Service with them filled in.

The Case Study Service starts from your Brand Profile, with your services, your method, your proof points and your voice, and from the Audience you want the story to reach. If a fact a case study needs is missing, such as a result with a figure or whether it can be public, it asks you before it writes. It uses only quotes you or your source material provide, word for word, and suggests what to ask the client for instead of writing one. The Copywriter writes the draft in Canvas, where you edit and approve it, and it stays in your project for the LinkedIn post and newsletter item that follow.

Yori cannot get the client's approval for you. That conversation is still yours, and it is the step that makes a case study worth publishing.

The free trial needs no card. It gives you 25 one-time credits that expire after one month, with every Service and Canvas. After that, Pro is £49 a month with unlimited users. See pricing for the full plans.

Write up your last project

Pick the project you finished most recently and run it through the tool above while the details are fresh. Then choose "Write it in my brand voice", start the free trial, and send the client the version that sounds like you.