A final check.
THE CHECKLIST
Every fact verified Every figure checked Every link tested Names spelled correctly Nothing contradicts anything else The claims are ones you can support It says something specific to you You would sign your name to it
READ IT AS A READER
Not as the person who produced it.
Does it answer what the title promised? Is anything unclear? Would you keep reading?
THE REMOVAL TEST
Remove your business name. Could a competitor publish it unchanged?
If so, it says nothing specific.
THE FIRST PARAGRAPH TEST
Delete it. Does the piece still work?
If yes, it was throat-clearing.
WHAT TO CUT
Anything that could apply to any business Hedged generalities Repetition The summary at the end
FOR ANYTHING CONSEQUENTIAL
Have someone else read it.
THE STANDARD
Would you be comfortable if a reader knew exactly how this was produced?
