Four things, and the fourth is the one everyone skips.
The one-liner. A single sentence a stranger could repeat.
Three reasons to believe it, each with proof sitting underneath. A number, a named customer, a result. A reason without proof is a claim wearing a suit.
Objection handling. The two or three you hear most, including the one that annoys you, which is usually the one that's partly fair. Write the answer you'd actually give on a call, not the polished version. The polished version never sounds true.
A vocabulary list. Words you use, words you avoid, and the industry terms you've decided not to touch. Sounds trivial next to the others. It's the part teams reach for most, because it settles arguments without a meeting.
Do this over two weeks
Write the one-liner ten times. Read each aloud. Most die on the second reading, which is what reading aloud is for. Anything that survives being spoken has a chance of surviving a sales call.
Test each against your positioning. If a line sounds great but claims something you never decided, kill it. Good copy that contradicts your strategy is worse than mediocre copy that supports it, because it works, and then it takes you somewhere you didn't choose.
Build the three reasons with proof attached. If you can't find proof, that's information. Either the reason is weaker than you thought, or you need a case study before you need copy.
Write your three to five voice pairs. Force the "not" half. If you can't name what you're not, you haven't described a voice, you've listed virtues.
Hand it to someone who wasn't in the room and watch them use it. Don't help. Where they hesitate tells you more than asking what they think.
