Writing a strong manifesto
Make it specific
Vague claims do not help an assistant describe you, but specific, checkable ones do. "2 to 4 day US shipping" is stronger than "fast shipping." The more concrete your facts, the more accurately you are described.
Name your competitors
Listing the brands you compete with unlocks comparison questions in Discovery, almost a third of the mix, and helps Burnish judge how you stack up. Pick the names shoppers actually weigh you against.
Say what you want to be known for
Your positioning steers which questions Burnish tracks. If you want to be found for "sustainable basics" or "budget mechanical keyboards," say so, and your whole discovery effort points there.
Revisit your manifesto when your range or policies change. It is a living document, and keeping it current keeps your scores honest.
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