One link
Your website, your App Store page or your Google Play page. If nothing is live yet, two sentences about what you are building work as well.
It quotes before it interprets
Your hero, your subheading and your calls to action are kept word for word, with the pages they point at. Your plans and prices as written, promo prices included.
Anything assumed rather than found is labelled assumed. Geo scope, currency and locale all carry that label.
Who your site says you are for
Three reads, cross-checked: who you name as your target and who you rule out, what your price implies about the buyer, and who your testimonials actually are.
When the three disagree, you can see it.
Trust, including what is missing
The proof already on your site: the numbers you claim, the named stories, your refund and billing terms, third-party ratings, the founder.
Then what is absent. No ratings anywhere, no press, no logo wall, a user count with nothing behind it.
Tone
Sentence length, the asides, the stance you take against your own category. Everything HeyCatch writes later is held against this description.
What gets built on it
Audience research, competitors, launch plan, videos, replies and articles are all written from the brief. Change one line and the next day of content changes with it.
Editing
Product name, URL, language and every section. Correct a price, drop a feature you no longer ship, rewrite the one-liner.