Customize Messaging

Your messaging guidance shapes how the AI writes every message in your campaign. Better guidance leads to better messages. This guide covers how to configure each element for maximum impact.

Messaging Guidance Overview

Messaging guidance includes:

• Tone: How formal or casual to be
• Instructions: Specific directions for the AI
• Call-to-Action: What you want leads to do
• Pitch Elements: Pain points, value props, and social proof

Setting Your Tone

Tone affects the overall feel of your messages:

Choosing the Right Tone

Consider:

• Your brand voice: Match how your company communicates
• Your audience: Executives may prefer direct; SMB owners may prefer friendly
• Industry norms: Finance tends formal; tech tends casual

Writing Effective Instructions

Instructions tell the AI specifically what to do (and not do). Clear instructions dramatically improve message quality.

What to Include

Do's:

Focus on how we help reduce prospecting time
Mention specific results like "2x response rates"
Reference their recent company news when relevant
Keep messages under 150 words
End with a clear question or call-to-action

Don'ts:

Don't mention competitor names
Don't use phrases like "Hope this email finds you well"
Don't make promises about specific outcomes
Don't use excessive exclamation marks

Example Instructions

Focus on how we help sales teams save 10+ hours/week on prospecting.
Emphasize our Salesforce integration when the lead's company uses Salesforce.
Mention our recent case study with Company X showing 40% more meetings.
Keep messages concise and scannable - under 100 words for first touch.
Use a question in the closing to encourage replies.
Don't mention pricing or competitors.

Instruction Writing Tips

Crafting Your Call-to-Action

Your CTA tells leads exactly what to do next. Make it:

• Clear: No ambiguity about the next step
• Easy: Low commitment for first touch
• Specific: Include details like time commitment

CTA Examples by Funnel Stage

Good vs. Bad CTAs

Adding Pitch Elements

Pitch elements give the AI material to work with. The more relevant information you provide, the better the personalization.

Pain Points

What problems does your product solve? Be specific:

Weak:

• "Sales is hard"
• "Companies need more leads"

Strong:

• "Sales teams spend 5+ hours/day on manual prospecting"
• "SDRs waste time on leads that aren't ready to buy"
• "Personalization at scale is impossible without AI"

Value Propositions

What benefits do you deliver? Quantify when possible:

Weak:

• "We help with sales"
• "Better outreach"

Strong:

• "Save 10+ hours per week on prospecting"
• "2x response rates with AI personalization"
• "Book 40% more meetings with the same effort"

Social Proof

What results or credibility can you share?

Types of social proof:

• Customer logos: "Trusted by Salesforce, HubSpot, and 500+ sales teams"
• Results: "Helped Company X increase meetings by 40%"
• Credibility: "Backed by top-tier investors"
• Scale: "Used by 10,000+ sales professionals"

Uploading Knowledge Files

For additional context, upload documents the AI can reference:

Good candidates:

• Product one-pagers
• Case studies
• Competitive battlecards
• Industry reports you've published
• FAQ documents

Updating Messaging for Active Campaigns

You can update messaging guidance even while a campaign is running:

1. Go to your campaign
2. Click Edit on the messaging section
3. Make your changes
4. Save

What happens:

• Future messages will use the new guidance
• Already-sent messages aren't affected
• Pending (not yet approved) messages will regenerate

Testing and Iterating

Review Early Messages

With approval mode on:

1. Review the first 10-20 messages carefully
2. Note what the AI does well and what needs improvement
3. Update guidance based on patterns

Common Issues and Fixes

Best Practices

Related Guides

• Create a Campaign — Setting up messaging during creation
• Review Engagements — Seeing how guidance translates to messages
• AI Personalization — Understanding how AI uses your guidance