Before you open Claude, you need three documents in Notion. These are the raw materials Claude pulls from. Without them, you're prompting from scratch — and that's why your content sounds generic.

Document 1: The Master ICP File

This is the most important document you'll build. Everything else depends on it.

What goes in it:

• Who you serve — Job titles, company size, industry, years of experience
• Their #1 pain point — Not what you think it is. What they actually say on calls. Use their exact words.
• What they've tried before — What failed and why. This is content gold.
• What closes them — The moment in your sales process where they go from "maybe" to "yes"
• Their objections — Price, timing, "I can do it myself," whatever comes up repeatedly
• Direct quotes — From sales calls, testimonials, intake forms. Copy-paste the real language. The more verbatim, the better Claude's output.

Example entry:

ICP: Leadership coaches serving VP-level execs at mid-market SaaS companies ($10M-$50M ARR)

Pain in their words: "I get all my clients from referrals but I've hit a ceiling. I know I need to be visible on LinkedIn but everything I post sounds like everyone else."

What they've tried: Hired a VA to post for them (sounded nothing like them). Tried ChatGPT (too generic). Posted inconsistently for 3 months then gave up.

What closes them: When they see a case study of someone in a similar niche who went from invisible to getting inbound DMs within 60 days.

Top objection: "I don't have time to post every day."

The more specific this file is, the more specific Claude's output becomes. Aim for at least 2,000 words in this document.

Document 2: Your Voice & Style Guide

This is the "sound like me" instruction manual. Without it, Claude defaults to its own voice — which is good, but it's not yours.

What goes in it:

• Words you use — List 15-20 phrases that are naturally you. "Here's the thing." "Let me break this down." Whatever your verbal patterns are.
• Words you never use — "Leverage," "synergy," "crush it," "dive deep," "let's unpack this." Kill the corporate speak and the AI-sounding filler.
• Sentence rhythm — Short. Then a longer one that builds on the idea. Then short again. (Or however you naturally write.)
• Tone — Direct but warm? Blunt and no-nonsense? Encouraging but not cheerleader-y? Name it.