What to put in your offer and proof points

Two fields in your company profile do more work than all the others: your offer and your proof points.

Your offer

Describe what the buyer gets, not the machinery you use to deliver it.

Good: "We recover missed revenue from failed payments — typically 3–8% of monthly billings, live in two weeks."

Bad: "Self-hosted infrastructure, enrichment pipelines, and AI-handled qualification."

The second describes plumbing. Campaigns written from it sell your tooling rather than your outcome, and the copy engine will reject offer lines that read that way rather than shipping weak copy.

Proof points

Real, checkable evidence: named case studies, published results, specific numbers.

Proof is verified against your own website. Anything that cannot be confirmed is refused, not softened. That is deliberate — a cold email making a claim you cannot back is worse than one making no claim at all, because the first reply will test it.

If copy generation keeps refusing, this is usually why. Either publish the proof, or use proof that is already public.

A quick test

Read your offer line and ask: would a stranger know what they receive, and by when? If it names a technology rather than a result, rewrite it.

Updated on: 17/08/2026