Receipts standard

Hooks and statements are paired with visual receipts: real screens, real dashboards, real account footage. directional

Principles:

• A receipt is a stronger claim than a sentence, so the fact bank rules apply harder to visuals, not softer. Displayed currency must match the caption, and crops must not imply timeframes or attribution the data does not support.
• The receipt should show the decision, not just the number. An account screenshot showing good performance is table stakes; footage of a real decision (killing a winning ad and explaining why, a failed test and the pivot) is the operator proof competitors cannot film.
• Losses with receipts build more trust than wins with receipts. Failed tests with real numbers are core content, not damage control.

Eddie personally signs off every personal-brand video before publish, and the receipt check is part of that same gate. directional

Related: claims register, content strategy, positioning.