By Jenny Holly Hansen | WBN News | May 15, 2025

When it comes to generating high-quality leads, I’ve found that one of the most effective tools isn't a sales pitch—it’s a story. Specifically, a compelling case study or a well-researched insight into current trends can open doors, start conversations, and build trust in ways that traditional outreach can’t.

Let me walk you through why this works—and how to make it work for your business.

Why Stories Convert Better Than Sales Scripts

People don’t just want to be sold to—they want to see proof. They want to know you’ve helped others like them and that you understand the landscape they’re operating in. That’s why case studies and insights are so powerful:

  • They demonstrate real-world results. It’s one thing to say you can help; it’s another to show how you did it.
  • They position you as an expert. Sharing thoughtful insights into market trends shows you’re paying attention—and can guide others through change.
  • They feel helpful, not pushy. Unlike ads, these tools feel like you’re giving something of value, not just asking for time or money.

Using a Case Study to Spark a Lead

A case study works best when it highlights a transformation that resonates with your audience. Here’s a simple framework I use:

  1. Start with the challenge. What problem did the client face? Be specific—paint a picture your ideal prospect can relate to.
  2. Describe your approach. What did you do that made the difference? This is where your expertise shines.
  3. Highlight the outcome. Quantify the success if possible: time saved, revenue gained, risks avoided.
  4. Keep it brief and relatable. No fluff—just a clear, believable success story.
📌 Example: “We helped a growing logistics company in BC restructure their commercial insurance plan, saving them $14,000 a year while closing critical coverage gaps. They were able to confidently bid on a major new contract knowing they were protected.”

You don’t have to name the company or give away proprietary details—just enough to spark interest and build credibility.

If you don’t have a case study yet, don’t worry. You can offer valuable insight into a current trend instead.

Here’s how to do it:

  • Spot a shift that affects your industry. For example: rising interest rates, a new regulation, or a supply chain disruption.
  • Explain the impact. How is this trend affecting businesses like your clients?
  • Offer actionable advice. Share a few tips or considerations that help them respond to the trend.
📌 Example: “With inflation pushing premiums higher, many BC-based manufacturers are renegotiating their policies early to lock in rates. If you haven’t reviewed your commercial coverage in the past 12 months, you may be leaving money on the table.”

You become a source of clarity in a time of uncertainty—and that’s the kind of leadership that draws people in.

Where to Share These Tools

Once you’ve created a short case study or industry insight, don’t keep it to yourself. Share it across your channels:

  • Include it in an email to your network
  • Post it on LinkedIn with a question that invites engagement
  • Add it to your website or proposals as a trust-building element
  • Offer it as a downloadable resource in exchange for an email

This is how you turn expertise into opportunity.

Final Thoughts

In a noisy world, offering a case study or trend insight is like showing up to a networking event with a story people actually want to hear. It’s not just about telling them what you do—it’s about showing them why it matters.

If you’re looking for help turning your results into a compelling story or identifying the trends that matter to your audience, I’d be happy to collaborate or provide a fresh perspective. Sometimes one good story is all it takes to start a great business relationship.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance. With 19 years experience, she will well versed in the technical aspects of business coverages.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

TAGS:  #Jenny Holly Hansen #Lead Generation #Case Study #Industry Insights

Share this article
The link has been copied!