What to give the writer

The writer can only use what you give it. An AI engine quotes a page for the things it cannot find anywhere else: your prices, your process, your clients' results, your opinions. Everything generic it already knows. So the most useful material is the most specific material, and the order below is the order that removes the most work from your drafts.

This is not training a model. Every time a page is written, the writer reads your facts and the documents that fit that page, fresh. Add something today and the next draft uses it.

1. Fill in the facts first

Most of the blanks we ask owners to fill are the same few things: a price, a phone number or booking link, years in business, a licence or certification, how long the work takes, which towns you serve. Each of those has its own row under Your business. Fill them once and they stop appearing as blanks on every page you write.

No document replaces this. A price buried on page 14 of a brochure is easy to miss; a price in the price row never is.

2. Then add what only you have

Drafts written after an owner added documents come back with far fewer blanks than drafts written without them, and most come back with none. These are the kinds of material that do the most, in the order the writer relies on them.

What you sell. Service menus, price sheets, package descriptions, product catalogs and spec sheets, what's included and what isn't. Label them Offers, products and pricing. This material is given to the writer on every page, because what you sell bears on every page.

If you run a store, a product export from your shop (a CSV or spreadsheet with one row per product) belongs here too; it is read as your catalog, not as a report. A long catalog is condensed to each product line, its price range and the specs that set products apart, plus the individual products that stand out, so the writer knows your range rather than every item in it.

Who you serve. An ideal-customer or persona document, market research, anything that describes your buyer. Label these ICP / audience.

What your customers actually say. Sales call transcripts, customer emails, support threads, a list of the questions people ask you with the answers you give. Label these Customer conversations. This is often more useful than a persona document, because your customers' words become the page's words, and they are the words people type into an AI assistant. Names and contact details are left out when we read it.

Client stories and testimonials. Reviews, testimonials, case studies, and your own short notes on jobs you are proud of: what the situation was, what you did, what changed. Changing names and identifying details is fine. Label them Client stories and testimonials. A real example is the single blank we ask for most often after contact details and prices, and the one only you can fill.

Your thinking. Book chapters, a framework or method you teach, course material, newsletter archives, white papers, articles you have written. Label them Book or long-form. This is where your opinions live, especially where you disagree with what is commonly said in your field. That disagreement is what makes a page yours rather than a summary of everyone else's.

Talks and recordings. Podcast episodes, webinars, recorded presentations, as transcripts. Label them Talk or episode transcript. Spoken material is full of stories and numbers people never write down. To turn one recording into a page of its own, use Turn a talk into a page under Pages.

How you sound. A brand voice guide, or a few pieces of your own writing you are happy with. Label these Brand voice guide. They shape how every page reads. They are never quoted as facts about your business, so don't put your prices or services in one.

Rules you have to follow. Your regulator's or professional body's advertising rules, required disclaimers, client confidentiality or consent policies, anything that says what you must never publish. Label these Rules and compliance. They are followed on every page, never left out to make room for other material, and any required wording (a disclaimer, a licence statement) is included exactly as written. If you are a therapist, lawyer, financial adviser, clinic or charity, this is worth adding before anything else in this list. Keep these out of your brand voice guide: a voice guide is condensed into a short description of how you sound, and a rule condensed is a rule lost.

Why some documents work better than others

• Specific beats general. "Our installs take 4 to 6 weeks and include a two-year labour warranty" fills a blank. "We pride ourselves on quality" fills nothing.
• Your words beat a template. A document you or your team wrote carries your positions and your vocabulary. A generic guide downloaded from elsewhere tells the writer what it already knew.
• Current beats complete. An old price list will be quoted as today's price. Remove or replace documents that are out of date.
• First-hand beats researched. A page that summarises what others have published is the page AI engines already have. Your experience is the part they don't.
• Real text beats a scan. A PDF that is a photo of a page has no text for us to read. If you can't select the words in it, paste them instead.

What to leave out

• Reports and exports. Analytics, CRM, payment and order exports. Label them Report or export: they are kept for you and never written from, so none of those figures end up on a public page.
• Anything you would not publish. Treat every other document as material a page may draw on. If a detail must stay private, take it out before you add the document, or label the whole document Report or export.
• AI-written copy about your business. A draft ChatGPT wrote from your homepage adds nothing we didn't already read, and it may carry mistakes forward as if they were your words.
• Competitors' material. The writer never links to a competitor. Their brochure would only put their claims in your mouth.

Labels matter

We guess each document's label when you add it, and you can change it from the dropdown on its row. The label changes what the document does, not only how it is filed. A voice guide filed as long-form won't shape how pages sound, and an export filed as audience would be treated as facts to write from. If a document's label looks wrong, fix it; the next draft uses the new label.

A big library is fine

Add as much as you have. Once a library grows past a certain size, the writer is given the documents that fit the page being written, plus your offers and audience material, rather than everything at once. Rules and compliance documents are always included. A page about pricing reads your price sheet; a page about your method reads your book.

Read next: Your business.