Chapter 4
Build proof that matches the package
Finish this chapter with a proof and case-study plan you can use immediately to build proof that matches the package, while avoiding accepting undefined work that destroys margin and delivery quality.
What you’ll get
- A completed proof and case-study plan, not a list of abstract ideas.
- One explicit decision rule for build proof that matches the package.
- A 45-minute execution sequence you can repeat yourself or hand to a teammate.
- A quality gate that tells you whether to move forward, run one small test, or revise the input.
Use this chapter as a working session
Open the document, spreadsheet, or Tapmy workspace where this decision will live. Replace sample language with the exact offer, buyer, channel, price, and evidence you have today. If a fact is missing, label it as an assumption and assign the smallest test that can resolve it.
| Time | Work | Concrete output |
|---|---|---|
| 0–10 min | Collect buyer words, traffic data, sales conversations, support questions, and current page copy. | A short evidence list with source and date. |
| 10–20 min | Make the single decision this chapter is designed to resolve. | A one-sentence decision and reason. |
| 20–35 min | Build the proof and case-study plan with real names, numbers, links, and owners. | A usable operating asset. |
| 35–45 min | Review it from the buyer’s point of view and run the quality gate. | A keep, test, or revise decision. |
Show the work in context
Use case studies or samples that demonstrate the same problem and deliverable. Explain:
- client situation, with permission or anonymization;
- goal and constraints;
- your role;
- process;
- output;
- result you can substantiate;
- what the sample does and does not represent.
Use proof ethically
Obtain permission for client names, logos, private metrics, and creative work. Do not imply you produced work outside your role. When you lack clients, create a clearly labeled concept example or offer a controlled pilot.
Decision gates
| Evidence state | What it means | What to do next |
|---|---|---|
| The input is specific, current, and tied to a real buyer action | The proof and case-study plan is ready to use. | Put it into the Tapmy journey and measure the next observable behavior. |
| One important input is assumed | The direction is testable, not yet proven. | Run the smallest test that can confirm or reject that assumption. |
| The asset serves several audiences, offers, or goals | The scope is too broad. | Narrow to one buyer, one job, one offer, and one reporting window. |
| The result depends on a claim you cannot show or deliver | Trust and delivery risk are higher than the upside. | Rewrite the promise around a supportable outcome. |
Quality standard
- The proof and case-study plan names one buyer and one job.
- Every number has a timeframe, currency, or denominator where needed.
- Every link and handoff has an owner.
- The next action is visible without rereading the chapter.
- The decision can be measured through customer behavior.
- No claim is stronger than the evidence.
