Every claim, and the proof behind it
Subject: The Quiet Killers of Copy
2 / 2 claims verified
Claim 1 of 2 Verified
The book says
“The Nielsen Norman Group tracked people’s eyes as they read web pages. They found readers skim headlines and just the first few words of each line, skipping almost everything on the right.”
Introduction · “What This Book Does”
Verified against
Nielsen Norman Group · Kara Pernice, “F-Shaped Pattern of Reading on the Web” (Nov 12, 2017)
nngroup.com/articles/f-shaped-pattern-reading-web-content
“First few words on the left of each line of text receive more fixations than subsequent words on the same line.”
The line as it appears on the live source.
A person read this claim, located the original, and confirmed it. Nothing paraphrased, nothing assumed.
Claim 2 of 2 Verified
The book says
“The Federal Trade Commission’s Endorsement Guides require that claims in ads and marketing be backed up with concrete evidence, not just left hanging. If the result you reference isn’t typical, you’re supposed to say so plainly.”
Chapter 3 (No Proof) · “Placing Proof Next to Every Claim”
Verified against · backed by evidence
16 CFR § 255.1(d) · FTC Guides Concerning Use of Endorsements & Testimonials
law.cornell.edu/cfr/text/16/255.1
“Advertisers are subject to liability for misleading or unsubstantiated statements made through endorsements.”
Verified against · atypical results must be disclosed
16 CFR § 255.2(b) · Consumer endorsements (atypical results)
law.cornell.edu/cfr/text/16/255.2
“…the advertisement should clearly and conspicuously disclose the generally expected performance.”
Both lines shown on the live regulation.
A person read this claim, located the original, and confirmed it. Nothing paraphrased, nothing assumed.
How this receipt was made: every checkable claim was traced to its primary source and the exact proving line marked, captured live from the original page. This book is claim-light by design. A research-heavy one runs one row per claim across more pages, but the standard is the same: only real, external facts get a receipt, and anything that can’t be backed comes out.