Never publish the first draft

If you would be embarrassed to say the caption to the founder, it is not done. First drafts love filler, fake warmth, and claims nobody made. Reading aloud catches the filler faster than staring.

Cut the first sentence often. It is usually a warm-up the model needed and the reader does not.

Product names, prices, and places are where invented detail hides. Compare them to the brief and the live page. A single wrong name is enough to skip the post.

If the brief did not contain a number, the draft should not introduce one. Delete it.

Replace generic praise with the detail only this brand has: a place, a material, a limit, a real offer. If you cannot find a detail, the post may not be ready. Do not ask the model to invent texture.

Specific also means short. Many first drafts are long because length looks like effort.

Internal review still happens. The reviewer should know a model was involved so they look harder at claims, not so they dismiss the work. A good edit is a good edit.

The client approves the final. They do not need a speech about the tool unless they ask. They do need the truth of the sentence.