Voice and Proof: Content That Sounds Like the Owner and Proves It

RULE: Write only what this business can show. Every post rests on the owner's own words and on real work from the proof bank; anything a competitor could publish with only the name changed does not go out.

Readers and search engines both look for the same thing: signs that a real person with real experience wrote the page. Google's quality guidelines call it E-E-A-T (experience, expertise, authoritativeness, trust). A small business has more of this than any large site, but only if someone writes it down. This skill writes it down once, in one place, so every post can use it.

What the kit holds