The offer · 2 min read
A guarantee you cannot keep stays off the page
A guarantee you cannot keep stays off the page. This is a marketing note with the jargon left out. The subject is a promise about results.
Make the piece in this order: delete any result you cannot point to. If you cannot show it to a customer without explaining the explanation, it is not done.
The cut
The usual waste is a promise of a number you hope for. Cut that before you add a channel, a tool, or a second headline.
Ship it when no sentence predicts a result. A claim you cannot point to does not go in the sentence.
In "The offer", the work means a page, a sign, a conversation, or a short offer. It does not mean a promise about results.
A writing note. It does not promise reach, rank, or sales.