Proof · 2 min read
Numbers you have not counted stay off
Numbers you have not counted stay off. This is a marketing note with the jargon left out. The subject is a number of customers, years, or sales.
Make the piece in this order: leave it out until you have counted it. If you cannot show it to a customer without explaining the explanation, it is not done.
The cut
The usual waste is a rounded number that sounds better. Cut that before you add a channel, a tool, or a second headline.
Ship it when every number on the page was counted. A claim you cannot point to does not go in the sentence.
In "Proof", 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.