Proof · 2 min read
The proof sits next to the claim
The proof sits next to the claim. This is a marketing note with the jargon left out. The subject is the claim it supports.
Make the piece in this order: move the proof up to the claim. If you cannot show it to a customer without explaining the explanation, it is not done.
The cut
The usual waste is proof in a footer nobody reaches. Cut that before you add a channel, a tool, or a second headline.
Ship it when the proof is beside the sentence it supports. 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.