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Work through the tabs in order. Each tile saves on its own, and changes apply to messages drafted from then on.

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Brand

Click Edit on a tile to change it.
  • Industry: pick from the list, or search. This is the industry you operate in.
  • Company description & value proposition: two or three plain sentences on what you do and why it matters.
  • Customer pain points: the specific problems your customers have.
Specific beats general. “Sales teams spend two to three hours a day on manual prospecting and the lists go stale before anyone works them” gives Guhan far more to work with than “prospecting is hard”.
The Brand tab: company description, customer pain points and industry. Each tile has an Edit button

The Brand tab: company description, customer pain points and industry. Each tile has an Edit button

Edit opens the field in a panel. Change the text, then click Save changes

Edit opens the field in a panel. Change the text, then click Save changes

Industry: pick from the list or search, then Save changes

Industry: pick from the list or search, then Save changes

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Voice

  • Tone: one of Professional, Conversational, Direct, Authoritative, Technical, Casual, or Consultative. Each has a short description in the picker. Conversational is the default.
  • Preferred language: the language Guhan should write in. Treat it as guidance rather than a guarantee.
  • Words / patterns Guhan won’t write: phrases or words to keep out of every message, such as “just wanted to circle back”. Type each one and press Enter or a comma. Guhan strictly keeps these out of messages it drafts.
There is no “always include” list. Forcing a phrase into every message made messages read as repetitive, so your positioning belongs in the company description and on your products instead.
The Voice tab: tone, preferred language, and the words and patterns Guhan will not write

The Voice tab: tone, preferred language, and the words and patterns Guhan will not write

Tone: pick one of seven baselines, each with a short description

Tone: pick one of seven baselines, each with a short description

Words and patterns Guhan will not write: add each one as its own entry

Words and patterns Guhan will not write: add each one as its own entry

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Competitors

Add each competitor with:
  • Name
  • Differentiation: how you differ when this competitor comes up, for example where you win and where you would concede.
Guhan uses the differentiation when a prospect mentions that competitor. Use New competitor to add one, and the search box to find an existing one.
The Competitors tab: New competitor at the top right, and one row for each competitor with how you differ

The Competitors tab: New competitor at the top right, and one row for each competitor with how you differ

New competitor: a name and how you differ when it comes up

New competitor: a name and how you differ when it comes up

A competitor's menu: Edit or Delete

A competitor's menu: Edit or Delete

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Templates and Products & Services

These two tabs are covered on their own pages: Message templates and Products.

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Keeping it stable

Changing tone or the never-say list part-way through a campaign makes later messages sound different from earlier ones, which prospects notice. Settle it early and change it deliberately.

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If something’s off

The ban applies to messages Guhan drafts. Check whether that step is set to Fixed message, where the text is sent as typed, and whether the phrase is in a template or the step’s own instructions.
Messages drafted before you saved are not changed. Only newly drafted messages pick up the change.
Add detail to the company description and pain points, then fill in the product the campaign is using. See Products.

Brand & Voice

What each tab is for.

Message templates

Starters and your own.

Products

What you sell.