Instant AI writes in your brand’s voice automatically, so you never have to set your tone of voice manually. If you want to add context that your website can’t show us, you can answer a few optional questions to sound even more like you.
How your tone of voice works by default
By default, Instant AI reads your website and uses it to write so that your copy sounds like you.
When we write any of your flows, we read your product descriptions and information about your products to work out what to talk about and how to sound. The more personality your product descriptions have, the more personality shows up in your copy. We also pick up key phrases from your website and product pages automatically.
This means you don’t need to do anything to get on-brand copy. It works out of the box.
When to add extra context
Sometimes there’s context about your brand that just can’t be captured from your website. If that’s the case, you can answer a few extra questions to give us more to work with and sound even more on brand.
This step is completely optional. If you leave it blank, we’ll still use your website content to sound like you.
To customise your tone of voice:
- Go to Brand Kit in your Instant AI dashboard
- Click Edit in the top right
- Scroll down to the Tone of voice section and click the edit (pencil) icon
- Answer any of the questions you’d like to (all optional)
- Click Save changes
The questions you can answer
There are five questions, plus a formatting option for your subject lines and preview text.
- About your brand. Tell us who you are, where you came from, and what you stand for.
- About the products you sell. Describe what you sell and what makes it worth buying.
- About your target audience. Tell us who you’re writing to and what they care about.
- Words we prioritise. The words and phrases you like to use.
- Words we never use. The words and phrases you want us to avoid.
- Subject & preview formatting. Set how you’d like your subject lines and preview text to be cased.
About your brand, About the products you sell, and About your target audience are free text fields with a 1,500 character limit each. Write them in your own voice, the same way you’d describe your brand to a new team member.
Words we prioritise and Words we never use accept up to 30 entries each. Each entry can be a single word or a whole phrase. For example, cart is a valid entry, and so is still looking for this. Use these for anything specific you want us to lean into or steer clear of.
A worked example
Here’s how a made-up brand, Feisty Goat Coffee Co, might fill these in.
About your brand We’re a Melbourne roastery that started in a garage in 2019. We roast in small batches every week and we’re not precious about it. We think coffee should be strong, honest and a bit of fun, not a lecture.
About the products you sell Single-origin beans and house blends, roasted weekly and shipped within days. We’ve got an easy morning house blend right through to a punchy espresso that’ll wake the dead.
About your target audience Home baristas and everyday coffee drinkers who care about a good cup but don’t want to be talked down to. They know their way around a grinder and they’d rather we got to the point.
Words we prioritise bold, punchy, small-batch, roasted weekly, brew it your way
Words we never use artisanal, journey, elevate, curated, unlock
From Feisty Goat’s product descriptions, we already know their coffee is roasted weekly and comes in small batches, so an abandoned cart email would talk about their beans accurately either way. What the website didn’t tell us was the bit of fun in how they talk. With the tone of voice context above, that same email can open with “Still thinking it over? Your beans are getting lonely.” instead of a straight “Your coffee is waiting in your cart.” The facts come from your products, the personality comes from here.
Tip: You don’t need to answer every question. Fill in the ones where you have something specific to add and leave the rest blank. We’ll fall back to your website for anything you skip.
Note: These questions add context on top of your website, they don’t replace it. Even with every field filled in, we still read your product descriptions and pages to write each flow.
FAQ
Do I have to set my tone of voice? No. Instant AI reads your website and product descriptions and writes in your voice automatically. The questions are there for extra context only.
What happens if I leave the questions blank? We’ll use your website content to sound like you, exactly as we do by default. Nothing breaks.
Can I enter phrases, or just single words? Both. The Words we prioritise and Words we never use fields accept single words and full phrases.
How many words or phrases can I add? Up to 30 entries in each of the Words we prioritise and Words we never use fields.
Is there a limit on the longer answers? Yes. About your brand, About the products you sell, and About your target audience each have a 1,500 character limit.
Will changes apply to emails I’ve already sent? No. Your tone of voice applies to copy written after you save your changes. Emails already sent are not affected.