How to show proof when you don’t have case studies yet
When you’re new in your business or launching a new service, you don’t always have case studies, stats, or “hard proof” that confirms your solution works. But doesn’t have to mean “numbers and testimonials only.” Proof is really about credibility signals that help your audience trust what you’re saying.
Sharing proof on its own can land flat. To really resonate, proof needs to sit in a larger arc—one that shows the problem, the attempts, the analogy, the solution, and then the evidence. That’s the logic behind the CAASE framework for content that connects. CAASE is literally how you build the case for why someone should keep reading, lean in, and eventually take a next step with you.
The CAASE framework is:
C = current circumstances and associated challenges your people are facing
A = attempts they’ve already made to fix it (and why it fell short)
A = analogy that makes the idea more vivid and relatable (optional but helpful)
S = solution—first in broad strokes, then the specific way you deliver it
E = evidence or proof point that shows your solution works
What follows are six different ways to speak to proof or evidence (the “E” in CAASE) before you have hard numbers or long client lists to point to. Each includes an example so you can see the full CAASE flow in action.
(🎥 For a quick rundown on the CAASE Framework, watch this video.)
(🎥 For related tips on how to land clients without case studies, watch this video.)
1. Borrowed authority
Cite industry data, research, or trends that support why your solution matters.
Reference a respected source or framework that aligns with what you’re teaching.
Show where your approach fits into a larger, proven body of work.
EXAMPLE USING THE CAASE FRAMEWORK
C: You’ve sent out a dozen emails and gotten silence.
A: You’ve tried subject line templates, fiddled with the send time, even copied what “gurus” say works.
A: It’s like yelling into a crowded room where everyone’s wearing headphones.
S: What you need is messaging that emotionally resonates with your ideal client.
E: Research shows 80% of buying decisions are emotional first, logical second. When your words make people feel seen, they lean in. That’s what my framework is built on.
2. Process as proof
Share the method, framework, or step-by-step you’ve developed — clarity itself builds trust.
Show a before/after example using your own business or a hypothetical client.
Walk through how your process avoids the pitfalls that derail DIY attempts.
EXAMPLE USING THE CAASE FRAMEWORK
C: You keep trying to eat healthier, but by Thursday you’re back to takeout.
A: You’ve bought meal plans, downloaded apps, even joined challenges. Nothing sticks except the shame you feel for letting yourself down. AGAIN.
S (general): What you really need is a system that fits into your life and helps you keep the promises you make to yourself.
S (specific): That’s what my “Healthy Habits Framework” does: three steps that turn your grocery list and calendar into automatic follow-through.
E: I walk clients through the same framework I used to stop yo-yo dieting after years of failed attempts. The method works because it’s designed to build consistency first, not perfection.
3. Personal credibility
Tell your own story of trial, error, and what finally worked.
Show how your background, experience, or unique perspective led you to this solution.
Share skills or expertise you’ve transferred from another domain.
EXAMPLE USING THE CAASE FRAMEWORK
C: Your email list is growing, but no one is clicking through to book a call.
A: You’ve tried new subject lines, swapped platforms, even sent more emails and still, crickets..
A: It’s a frustrating situation that feels like hosting a Zoom call where everyone was sent to the wrong room.
S (general): The fix is relevance and resonance so people recognize themselves and know what to do next.
S (specific): I help clients build a simple three-part nurture sequence that turns cold subscribers into warm, ready-to-talk leads.
E: This is the exact sequence I built for my own business when I was struggling with the same silence. I went from feeling invisible to having real conversations with people who wanted to work with me. That experience is what shaped the method I now guide others through.
4. Early validation
Highlight results from beta testers, pilot programs, or even one-off projects.
Share comments or feedback (formal or informal) that affirm your approach resonates.
Point to small wins — even if not huge revenue yet, things like more clarity, better conversations, or early opportunities.
EXAMPLE USING THE CAASE FRAMEWORK
C: You know you should be saving more, but your bank account doesn’t reflect your intentions.
A: You’ve tried budgeting apps, spreadsheets, even setting reminders, but you can’t get any of it to stick.
A: It’s like setting your GPS without putting the car in drive.
S (general): The missing piece is a money system that fits the way your brain works and your life flows.
S (specific): My starter sessions help you set up a simple three-account structure to automatically cover bills, savings, and fun money.
E: I piloted this with five friends who volunteered to test it. Within two months, all five were saving consistently. One even built her first emergency fund.
5. Future-forward confidence
Paint a picture of what’s possible when the solution is applied consistently.
Show how your offer is designed to accelerate the timeline or reduce wasted effort.
Acknowledge openly: “This is new, and that’s exactly why it works differently than what you’ve tried before.”
EXAMPLE USING THE CAASE FRAMEWORK
C: You dread introducing yourself at networking events because your career path feels scattered.
A: You’ve tried rewriting your résumé, scrolling job boards, even signing up for another certification.
S (general): But when you clarify the throughline in your skills, you can present yourself with confidence.
S (specific): My Career Clarity Map helps you connect your past roles into a story that makes sense to employers so they can see the full spectrum of the value you bring.
E: Imagine walking into your next interview with a polished narrative about who you are and why you’re a strong hire. That confidence alone is often the deciding factor between “thanks, we’ll be in touch” and “when can you start?”
6. Social/contextual signals
Mention collaborations, partnerships, or communities you’re part of.
Note where you’ve been invited to speak, publish, or contribute thought leadership.
Show that other professionals are engaging with your ideas.
EXAMPLE USING THE CAASE FRAMEWORK
C: Your home office feels like a third bedroom/storage closet, so you keep working from the kitchen table.
A: You’ve tried DIY Pinterest hacks, new paint colors, even moving furniture around. Instead of clean lines and spacious surfaces, you’ve still got a hot mess of books, sticky notes, and jumbled cords.
S (general): What you need is a design plan that makes the idea of work flow a physical reality.
S (specific): That’s why I offer a one-room design intensive where we map layout, color, and storage so your space supports you—your professional style, your productivity needs, and your aspirations.
E: I was recently invited to guest on a popular design podcast and partnered with a local co-working space to refresh their lounge. Other professionals are seeing the value in my approach, and I’d love to bring it into your home too.
Kick it up a notch
Proof points on their own are solid. They reassure your reader that what you’re saying isn’t fluff. But when you leave the proof dangling with no direction, you’re missing half the power.
Pairing the “E” in CAASE (your evidence) with a CTA turns a story into an invitation. It shifts your reader from believing you to engaging with you.
That’s the one-two punch: credibility + momentum.
Without a CTA: “This framework helped a client book three sales calls in a week.” Nice to know, but passive.
With a CTA: “This framework helped a client book three sales calls in a week. Want to see how it could work for you? Book a call.” Now the proof becomes a springboard to action.
Proof opens the door, but a CTA walks them through it.