Ep 40 - Beyond Soundbites: From Case Studies To Client Stories

Apr 1, 2025

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Self-promotion can feel uncomfortable—especially for introverted, thoughtful, or reserved Thinkydoers. But what if sharing your impact didn’t have to feel like cringey “bragging?”

In this episode, client experience copywriter and founder of The Content Witches, Nailah King, joins host Sara Lobkovich to explore how to craft authentic client stories that go beyond traditional case studies. Nailah shares practical strategies for telling compelling stories that showcase your work—even when your impact isn’t easily measured in revenue or metrics.

Learn how to manage rejection sensitivity and build confidence in sharing your work stories; and, how to create marketing materials that align with your values instead of squeezing your unique approach into conventional formats.

Episode Highlights:

Why traditional case studies don’t work for every business and how to tell client stories differently
Strategies for showcasing your impact without relying on revenue-based metrics
Managing rejection sensitivity and building confidence in sharing your work
How introverted and low-energy Thinkydoers can approach self-promotion authentically
Aligning your marketing materials with your values instead of forcing them into conventional formats
Practical storytelling techniques to make your work more visible and engaging
The emotional side of marketing—navigating vulnerability, rejection, and self-doubt
Nailah’s personal journey and lessons learned from working with values-driven clients
First steps to crafting client stories that feel natural, honest, and impactful

Key Concepts Explored:

Authentic Storytelling & Client Impact
Why traditional case studies don’t work for every business and how to create meaningful client stories
Strategies for showcasing impact without relying on revenue-based metrics
The power of storytelling to make your work more visible and engaging
Self-Promotion for Introverts & Low-Energy Thinkydoers
How to market yourself authentically without feeling like you’re bragging
Overcoming the fear of visibility and rejection sensitivity
Values-Aligned Marketing & Ethical Storytelling
Creating marketing materials that reflect your values rather than fitting into conventional formats
The emotional side of sharing your work—navigating vulnerability, self-doubt, and rejection
How ethical storytelling can help build stronger client relationships and trust
Building Confidence & Overcoming Rejection Sensitivity
Understanding rejection sensitivity and how it affects self-promotion
Strategies for developing confidence in sharing your work and experiences
First steps to telling client stories in a way that feels natural and impactful

Notable Quotes:

"I don't get to tell you what you found valuable at the end of the day. I can ask questions that help you explore that, but I don't get to determine the most important feature or experience that you had with us working together." - Nailah King (00:05:00)

"Not all of us have work that fits into soundbites and all the attention is paid to getting us to squeeze our work into soundbites." - Sara Lobkovich (00:16:00)

"Honor your energetics, honor your process, honor the format. If it's accessible to you, hire someone. If not, there are ways to do this work that are just easier. But you don't have to miss out, and you don't have to feel excluded. These stories are for us as well." - Nailah King (00:43:00)

Chapters:

[00:00:00] Welcome to Thinkydoers podcast and introduction

[00:01:00] Introduction to Nailah King and why Sara invited her on the podcast

[00:03:00] Book launch announcement for You Are A Strategist

[00:04:00] Nailah introduces herself and her work

[00:05:00] How Nailah's approach differs from traditional case studies

[00:09:00] The importance of centering the client's experience in storytelling

[00:12:00] Balancing values-based work with business needs

[00:17:00] Addressing struggles with talking about oneself and one's impact

[00:21:00] Switching from teaching mode to emotional storytelling

[00:24:00] Overcoming shyness when approaching clients for stories

[00:28:00] Tips for handling rejection sensitivity

[00:35:00] How Nailah creates safe spaces for client interviews

[00:41:00] Key takeaways for introverts and Thinkydoers

Guest Information:

Nailah King is a copywriter who specializes in client storytelling, particularly for thoughtful and introspective professionals who prefer a more authentic and less high-pressure approach to marketing. She focuses on crafting case studies that feel more like engaging client narratives rather than dry testimonials.

Nailah’s Resources Mentioned:

A shout-out to Sarah Moon & Co, who brought Nailah and I together:

Sarah Moon Consulting website
And here’s the client story that Nailah wrote with Sara L, for Sarah M!

Sara’s Links and Resources:

Join Sara’s Email List: Get updates on OKRs, strategy, and workplace wellbeing and performance at ck.redcurrantco.com
Book Website: Now available! Learn more abpit You Are a Strategist at youareastrategist.com
Book launch squad: f indrc.co/launchsquad
Connect with Sara via LinkedIn, Bluesky, Threads, or Mastodon
Podcast Home Page: Thinkydoers Podcast

Find full show notes and the episode transcript via https://findrc.co/thinkydoers !

Mentioned in this episode:

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