Proof · 2 min read
A before-and-after needs the same light
Write as if the reader is busy. A before-and-after needs the same light. Center it on two photos of the same job.
Work in this order: use the same angle and say what changed. Read it aloud once. If you run out of breath before the point, move the point up.
The cut
Delete two photos that are not the same job when you see it. Specific and plain beats a bigger adjective.
It is ready when a reader can see what changed. Then stop editing.
File the page under "Proof". Keep one offer in view. A second offer can have its own note.
A writing note. It does not promise reach, rank, or sales.