CLAIM-TO-EVIDENCE WORKSHEET
Companion to: Choose evidence that supports your funnel promise (DP13)

Purpose: Match one exact page claim to traceable material, record the limits,
and choose a practical editorial action. Duplicate the blank record per claim.

This is an editorial worksheet. A completed record is not proof by itself,
legal clearance, a performance prediction or evidence of a working funnel.
Inspect the original material. Keep private source records private; prepare
only the excerpt and attribution appropriate for the agreed public use.

BLANK EVIDENCE RECORD

Claim ID:
Visitor's question:
Exact proposed page claim:
Offer and current version:
Intended audience and page/channel:

Supporting material ID and private location:
Original creator/source:
Material date and version:
Original file, complete message, recording or underlying record inspected by:
Inspection date:
What the original material actually shows or says:
Interpretation, kept separate from the observation:
What it does NOT establish:
Conditions or unfavorable details that change the meaning:
Any mismatch between this offer and the material:

Intended use: excerpt / quotation / paraphrase / demonstration / other:
Source of recorded permission or other basis for this intended use:
What that use covers, including page/channel and conditions:
Permission/use questions still unresolved:
Public attribution and context, if appropriate for the agreed use:
Private details to keep out of public material:

Choose one editorial action:
[ ] USE_WITHIN_SCOPE: Exact claim supported; source and intended use resolved.
[ ] NARROW: Rewrite to the smaller statement the material supports; recheck it.
[ ] HOLD: Keep out of the page while a named question remains unresolved.
[ ] OMIT: Remove the claim/material; it is not being pursued for this page.

Reason for the action:
Revised page wording, if any:
Public evidence to show, if any:
Caption and nearby limits:
Approved public source link, if appropriate:
What must not be inferred from this material:
Owner of unresolved question:
Next action and due date:
Person/date of editorial check:
Recheck trigger (offer, file, claim, audience, use or another material change):

FIVE FICTIONAL WORKED RECORDS

All facts below are assumptions created for these exercises. No files were
inspected, customers contacted, permissions obtained or results observed.
The proposed copy is business copy, not a customer quotation. Decisions are
conditional examples, not approval to use material from an actual business.

E01 — CURRENT GUIDE CONTENTS
Question: What is in the stock-count guide?
Claim: Includes a shelf-count sheet and reorder checklist.
Assumed material: Offer owner inspected the current guide, which contains both
items. Owner created the guide and cleared the selected excerpt for this page.
Observation: Both items exist in the current fictional guide.
Does not establish: Fewer inventory mistakes or faster stock counts.
Action: USE_WITHIN_SCOPE, under the stated fictional assumptions.
Public material: Readable current excerpt beside the contents description.
Context: Identify a blank sheet versus an example with sample entries.
Recheck: Guide version, contents, excerpt or use changes.

E02 — STAGED DEMONSTRATION
Question: How does the shelf-count sheet work?
Claim: See how the shelf-count sheet works.
Assumed material: Creator's prepared walkthrough shows the current worksheet,
sample products and invented inventory entries; no customer takes part. The
creator has resolved the intended public use of the recording and its material.
Observation: The recording shows the steps and resulting sample sheet.
Does not establish: Independent completion by a new customer or business results.
Action: USE_WITHIN_SCOPE, under the stated fictional assumptions.
Public caption: Example walkthrough using sample inventory.
Recheck: Workflow, worksheet, clip, caption or reuse context changes.

E03 — COMMENT ABOUT A DIFFERENT OFFER
Question: Did someone like me use this guide?
Claim: Shop owners recommend this guide.
Assumed material: A positive comment concerns a previous live workshop.
Recorded permission covers that workshop page; this offer is a self-paced guide.
Observation: Feedback concerns the workshop, not use of the guide.
Does not establish: A guide recommendation or permission for this new use.
Action: HOLD the comment out of the guide page.
Next step: Owner records the offer mismatch and unresolved new-use permission.
Current substitute: A current guide excerpt, after its own evidence/use check.
Limit: New permission alone cannot turn workshop praise into a guide endorsement.
Recheck: If relevant evidence and its intended use become resolved, assess again.

E04 — ONE TIMED PRACTICE RUN
Question: What supports the time-saving promise?
Claim: Cut stock-count time in half.
Assumed material: Creator's single practice run took 12 minutes. There is no
comparable run without the worksheet. Creator already knows the process;
the record does not describe a range of shop sizes or user experience.
Observation: One fictional run took 12 minutes under those limited conditions.
Does not establish: A baseline, halved time, typical completion time or speed.
Action: NARROW; remove the time-saving comparison.
Proposed copy: Follow a worked example of a shelf count.
Public material: Walkthrough only if steps and sample conditions can be inspected.
Limit: Keep the duration internal; replacing the comparison with fast does not
resolve the unsupported speed claim.
Recheck: Revised claim, walkthrough, sample conditions or source changes.

E05 — UNTRACEABLE RESULT SCREENSHOT
Question: What supports a revenue promise?
Claim: This guide grows shop revenue.
Assumed material: Cropped chart in an inspiration folder; owner, metric,
period and connection to the offer unknown. Underlying record and permission
to use it unavailable.
Observation: Provenance cannot be established from the available material.
Does not establish: A result, causation, relevance to this offer or usable evidence.
Action: OMIT both chart and revenue claim.
Next step: Select traceable material for the visitor's actual question and assess
that material on its own. No substitute revenue claim is supplied.
Limit: A polished caption cannot restore missing provenance; even a traceable
revenue record would need examination before attributing change to this guide.
Recheck: A future new source needs a new record; this omission is not approval.

BEFORE HANDING THE PAGE TO A BUILDER

[ ] Every retained claim has a traceable original source or a clearly identified
    factual basis; assumptions and unknowns remain visible in the working record.
[ ] Evidence concerns the actual offer, audience and version stated in the claim.
[ ] Observed facts are separate from interpretation and desired outcomes.
[ ] Customer wording, meaning, context and intended-use permission are resolved.
[ ] A demonstration retains its sample/staged context wherever it is used.
[ ] Private records and contact details are excluded from the public excerpt.
[ ] The headline fits the support; nearby context does not conceal a broader claim.
[ ] Unresolved items are held out or omitted and have a named next action.
[ ] The builder receives the wording, evidence, captions and limits together.

Sources used for narrow editorial principles in the companion article:
GOV.UK observation versus interpretation:
https://www.gov.uk/service-manual/user-research/analyse-a-research-session
Google clear-sourcing self-assessment:
https://developers.google.com/search/docs/fundamentals/creating-helpful-content

These sources do not supply the fictional examples, promise results or confer
legal/compliance clearance. The examples and record design are original.