Proof: Social, Data, and Demos — Field Notes #2
Proof: Social, Data, and Demos — Field Notes #2. The goal isn’t clever—it’s clarity people can repeat after hearing it once.
Words move markets when they mirror customer reality. Start where their risk lives.
Steps
- Document decisions in one page — People use what they can read in two minutes.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Voice ladder — From formal to playful with examples for each channel.
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
How to use it: From formal to playful with examples for each channel. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
Example
A fintech tightened palette tokens and shipping velocity rose because designers stopped re‑deciding shades.
Related Articles
- Value Proposition That Converts
- UX Writing That Sounds Like You — Deep Dive #2
- Naming: Memorable Without Being Cute
- Proof: Social, Data, and Demos — Case Files #2
← Previous: UX Writing That Sounds Like You — Guide #2 Next: Founder‑Led Marketing: Where to Start — Pro Tips #2 →
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- Messaging Hierarchy for Landing Pages — Field Notes #2
- Brand Audits in 60 Minutes
- Positioning Traps (and Fixes) — Pro Tips #2
← Previous: UX Writing That Sounds Like You — Deep Dive #2 Next: Founder‑Led Marketing: Where to Start — Case Files #2 →