The five sentences
1) We are [category]. 2) For [specific customer]. 3) Who struggles with [problem]. 4) We provide [solution]. 5) Unlike [alternative], we [differentiation].
Force specificity
Vague answers get rejected. 'Small businesses' isn't specific; 'solo consultants billing $5-20k/month' is. Push until it's concrete.
The document lives
Print it. Tape it to the wall. Every creative, every piece of copy, every strategic decision references it going forward.