A factual line states a checkable fact in place of a vague claim.
There is one way to tell. Could generative AI write that sentence too? If it could, it's a sentence that could be placed on any company's page—a generic sentence that contains no facts unique to your company. It's a candidate for rewriting as a sentence from the field.
Why does this test work? Generative AI builds sentences by combining commonly used phrasings, based on the large volume of text circulating in the world. So a sentence that AI can write as-is is a commonplace sentence that many companies already use. That is what "generic" means here.
On the other hand, AI does not know the project conditions you recorded in your own work, or the materials and dimensions of your deliverables, because information recorded in the field has not yet circulated in the world. Information like this, which your company has seen, heard, and recorded for itself, is called "primary information." The harder a sentence is for AI to write, the more it contains primary information, and the more it becomes a sentence only your company can write.
Using the test is simple. Read the current Line on your homepage and ask yourself, "If I asked AI, would it come up with a similar sentence?" If it seems likely, that sentence is a candidate for rewriting.
A Factual Line
The Line is written with the following four ingredients.
• Which project, and where in it the deliverable goes.
• Under what conditions it is used.
• What it is made of (materials).
• Its dimensions or quantity.
The name of the deliverable alone does not make a Line.
Here's why these four. They are the items a contact checks when comparing against their own project. In many cases, the contact already has, in the documents at hand, where the deliverable will go, the conditions of use, and the materials and dimensions required for their project. If the Line contains these four, the contact can set it beside the project at hand and check them off one by one: "The location matches." "The conditions match." "The materials and dimensions match."
Conversely, if only the name of the deliverable is written, there is nothing to compare against, because many other companies handle deliverables with the same name. From the name alone, the contact can't judge whether you fit their project, and ends up comparing on price, unable to tell you apart from other companies.
Figure 10. Rewriting a Line of emotional claims into a factual Line
A Rewriting Example
Before: "We deliver good products with heartfelt care."
After: "Before delivery, we hand the client's contact a Sheet recorded under the conditions of that project, along with the materials and specifications. This is so that any deviation from the specifications can be checked with that one Sheet before delivery."
The "before" could be placed on any company's page. The "after" could be written only by a company that knows that work firsthand.
Let's reread the "after" sentence from the contact's point of view. The contact learns the following. This company, before delivery, hands over a Sheet recorded under the conditions of our project. The Sheet states the materials and specifications. So we can check before delivery whether the specifications deviate from what we ordered. For a contact, discovering a specification deviation after delivery is the thing they most want to avoid, because it means rework and explanations inside their company. The "after" sentence answers that worry with facts.
For a little while from here, the discussion gets technical. If it's hard to follow, you can skip ahead to the end of the JSON-LD example and still follow the flow of the chapter.
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