A factual line states a checkable fact in place of a vague claim.
That is why this book doesn't consider just any concrete detail good enough. The only concrete details to keep are those that match the core of your company's strengths. In delivery work, the core is the Sheet recorded under the project's conditions, plus the materials and specifications. Decorative detail is not kept.
Decorative detail is information that is concrete but that the contact can't use to compare against their own project. However concrete it is, if it doesn't help the contact decide, there is no point placing it in the Line on the homepage.
When in doubt, ask yourself: "Can the contact judge from this information whether we fit their project?" If they can, keep it. If it can't be used to decide, then no matter how concrete it is, it doesn't go into the Line on the homepage.
▶ Decided by the top executive
• Every Friday morning, set the Sheet in the Folder beside the Line on the homepage and check whether they state the same facts. Don't judge how well it's written.
• A Sheet without specifications written beside it doesn't count as a Sheet.
• Write the revised Line in the fields in Chapter 14.
▶ Asked of employees
• Within that week, replace the emotional claims on the homepage with the facts written on the Sheet (materials, dimensions, conditions).
• Avoid sentences that end with nothing more than "beautiful" or "high quality."
The words on your homepage change from the same words your competitors use into facts that only your company can write. Contacts at prospects become able to gauge, before inquiring, whether you fit their project.
Key points: Write the Line on your homepage with the facts preserved on the Sheet. Keep only concrete details that overlap with the core of your strengths. If a sentence that could be placed on any company's page remains, perhaps it is still a sentence waiting to be rewritten.
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