Feature-to-value messaging map

One row per feature: the job it helps, the proof you may claim, the words customers use, and the words to avoid. Print it next to your spec sheet.

List every feature first. Do not rank until the job and proof columns are filled.

Copy customer words exactly, with the source in brackets. Polish comes last and it is subtraction only.

Keep three to five headline rows. Everything else is supporting evidence, not an equal.

flowchart LR
    F["Feature"] --> J["Job it helps"]
    J --> P["Proof you may claim"]
    P --> W["Customer words"]
    W --> H["Headline or cut"]

The map

Copy this table into a doc or sheet. Add one row per feature. Leave proof empty rather than invent it.

Example row to copy the style from
Hypothetical. Feature: monthly update checklist. Job: stop wondering whether the site quietly broke. Proof: our own checklist and monitoring screenshot. Customer words: “I do not want to hear it from a customer first.” Avoid: peace of mind, industry-leading.

Every proof cell is something you can show today (screenshot, process, public page)
Any client fact has written permission and a stated scope
Hypothetical examples are labeled as hypothetical in the sentence
Rows with no proof carry a plain statement, not a superlative or a number

If the row has	Then	Where it lives
Primary job, proof, customer words	Headline candidate	Hero, proposal cover, pitch opener
Primary job, no proof yet	Plain statement	Body copy only
Secondary buyer job	Supporting line	Lower on the page or its own page
No job anyone mentioned	Cut or demote	Spec page
Internal term only	Rename first	Nowhere until renamed