Proof · 2 min read
Ask before you name the customer
Write as if the reader is busy. Ask before you name the customer. Center it on permission to use a name.
Work in this order: get a yes before the name goes on the page. Read it aloud once. If you run out of breath before the point, move the point up.
The cut
Delete a name used because the work was real when you see it. Specific and plain beats a bigger adjective.
It is ready when you have a yes or you left the name off. 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.