#272 · stop selling AI agents, sell this instead
The med spa niche is great but competitive; to stand out without testimonials, build case studies by improving your own business and documenting results, then leverage work with high-revenue clients as social proof.
No, case studies are not necessary, but of course they help. In fact, any proof you can give a prospective client that you have done what you are asking to do for them before, or that you have achieved some sort of success more broadly, will improve your closing rate. It'll also improve your positive reply rate to cold outreach. It'll improve virtually every aspect of your interaction across the stack. So I won't say that you need it — it's definitely optional — but it is highly recommended. If there is any way you can draw out even an additional 1% of social proof, better to do it now than later.
Nick explains that expanding into a new niche doesn’t require proof or track record in that niche; what matters is demonstrating a concrete return on investment for any niche you’ve worked in. If you have ROI, people will assume you’re broadly capable, not just skilled in one area. He cites Maker School members who generated hundreds of millions in value with big corporations but lack AI automation case studies, emphasizing they should focus on the value they’ve already delivered. He dismisses the idea that you need hyperspecific case studies as BS, stating people care primarily about ROI, so that should be the focus. If you lack ROI and have a weak case study, you can tier‑list your offerings accordingly.
It's unfortunate that I don't have enough context to give a definitive answer. If you were earning $30k–$40k per month from voice agents and the decline is just a small, recent dip in your front-end offer (like conversion rate), I'd advise one approach. But if you're making little to no money and people are consistently saying no, I'd suggest something else. Ultimately, the key factor is your current revenue: if you're not making much money, any action is better than none—you need to do something to get cash flow. However, if you're already running a successful, scaling business and you observe a real market trend that people don't like voice agents, then it's worth considering a pivot to AI automations.
Don’t try to fully master a niche before you start—use outreach and sales calls to learn its internal processes, pain points, and sales cycle. You can gather only high‑level insights from ChatGPT or YouTube, but real understanding comes from actual conversations. Leverage your own background as social proof: if you’ve worked in B2B LED manufacturing, you can confidently offer AI‑powered lead‑generation, cold‑email, and automation services to similar product‑based businesses, citing specific results you’ve delivered. This approach should be one of the three niches you pursue.