The one claim: what users repeat

You write the objection before the pitch. Every adjective must be replaceable by a fact.

Task: Too many claims and users remember none.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - the hardest fact about the product
   - what competitors cannot do
   - users' own words
   - the usage scene
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- the claim needs a concrete noun or number
- repeatable to a friend in under fifteen characters
- five versions, marking the most ad-like
- what each version gives up

[Process]
1. Fix one claim; everything serves it
2. Replace each adjective with a verifiable fact
3. Answer three likely objections
4. Three lengths: a line, a paragraph, a screen
5. Flag the most challengeable sentence

[Output]
Main copy, short, long, and objection handling.

[Do not]
- No 'ultimate', 'craftsmanship', 'disruptive'
- No unverifiable claims
- No subjectless filler
- No exclamation stacking