Who you are, the work itself, who it's for, and something true that proves you're the one to do it — plus where you post, how you describe yourself now, anything you'd rather not be known for, and what you want this to get you. The proof field carries the most weight: a real number or a real client beats three adjectives every time.

No. This is a critique, not a compliment, and it leads with the vaguest thing you wrote rather than easing into it. A buyer who paid to be told their positioning is fine has been robbed of the only thing they came for.

Yes — it works from what's actually true, not what sounds impressive. Where a line would land harder with a specific you didn't give it, the draft marks [ADD FACT: what is needed] instead of inventing one, so nothing about you gets upgraded to sound bigger than it is.

No — they have to be three genuinely different angles, for instance what you do, who it's for, and the change it produces. A tagline that would fit any competitor in your field is treated as a failed tagline and left out rather than shipped to hit a count.

Yes — say what to change and we redo it. A change is a full run of the audit, so it costs pence like any other, about 30p — never more than 40p out of the balance you already hold.

Top up once, then top up again when your balance runs low. Positioning Audit is about 30p — never more than 40p — and you are charged only what it actually used. A job that fails to generate spends nothing at all.