The Proof System · Waitlist

Your clients are already saying the things that would close your next deal.

You're just not capturing it. The Proof System is how you start, and the waitlist gets in first.

No spam. Leave whenever you want.

01 · What keeps happening

The best thing anyone has ever said about your work happened on a Tuesday call, and nobody wrote it down.

You were mid-project, half listening, already thinking about the next deliverable. Your client said the sentence that would sell your next five jobs. You said thanks. By Thursday it was gone.

So what a stranger finds instead is a site that says you're passionate about storytelling, and a testimonials page with two lines from 2019 that both say you were great to work with.

Everyone in your category says they care, they listen, they deliver. Proof is the only part of that a stranger can actually check. It's also the part almost nobody makes a habit of.

02 · What you're getting on the list for

A way to get proof on purpose, instead of hoping it shows up.

Included · The Proof Workshop

Ten or so short lessons on how to run the conversation.

The PROOF interview framework, start to finish. How to sit down with a client and walk out with words you can actually use, without it feeling like you're fishing for compliments.

You get the questions in order, the reasons they're in that order, and you work through it whenever you want. Nothing to show up for.

The system around it

And then what you do with it every time after.

Where the proof lives once you have it. How one conversation turns into a case study, a handful of quotes, and something to post. When to ask, so it isn't a favor you're calling in.

The point is that it keeps filling without you thinking about it.

03 · Who this is for

This is you if

  • ✓You've done work you're genuinely proud of and you can't point a stranger to much of it.
  • ✓Your testimonials are old, thin, or all some version of "great to work with."
  • ✓You ask how it went and get "it was great," and you don't know how to ask for more without being weird about it.
  • ✓Somebody asks for references or case studies and you go quiet.

This isn't you if

  • ×You're right at the start and haven't done the client work yet. Come back once you have.
  • ×You want this handed off entirely. The conversations have to be yours. That's what makes them worth anything.
04 · Why get on the list

It's being built right now, and the list gets a say in it.

01
You hear about it first

Before it goes out to the newsletter or anywhere public.

02
Founding pricing

The first group in pays the first-group price, and it doesn't come back around.

03
You get asked what you need

I'm going to email and ask what you're stuck on with proof. That isn't a formality. It shapes what ends up in this.

05 · Why me

I've spent twenty years and more than a thousand productions sitting in rooms where people say the truest thing about their work, usually about nine minutes into a conversation they thought was small talk.

Getting that on the record is a skill. It's mostly knowing what to ask and being willing to sit through the pause afterward. That's the part I can hand you.

Your next client is going to check.

Get on the list and I'll tell you when it's open.

Not sure yet? That's fine. Start with the newsletter and see if the way I think is the way you want to work.