Stop 2 of 8 · Set once
A voice per client
Five Projects, one per brand, each holding the voice, the banned words, the offers and the compliance line so no chat starts from zero.
One Project per brand
Noor runs four clients plus her own agency page, so she has five Projects. Not one called Captions and one called Video. The thing that changes between jobs is the brand, so the brand is what a Project holds.
A client Project carries standing instructions and reference files, and every chat opened inside it starts already knowing that the taco chain says "salsa flight" and never "authentic", that the gym writes in lower case, and that the law firm does not post on TikTok. Noor stops re-explaining and starts editing.
What goes in the instructions
Six sections, in this order.
Who the brand is. One paragraph: what they sell, where, to whom, and what makes someone choose them over the place two blocks away.
Voice. Three adjectives, then one sentence of "sounds like" and one of "never sounds like". The gym is blunt, funny, a little mean about excuses. The law firm is calm and short.
Platform rules. Caption length, hashtag count, whether emoji are allowed, what the call to action is on each platform.
Offers. The current packages and how they may be named. Nothing else may be called an offer.
Banned words. The real list. For the taco chain: authentic, elevated, foodie, "a journey". For the med spa: miracle, cure, guaranteed, permanent.
The compliance line. What Claude may never write for this client.
Files to upload: the brand guide, twenty past posts that performed and five that flopped, the menu or service list, the hashtag sets, and last month's report.
The compliance line matters most for two clients
The med spa may not promise an outcome, may not describe a treatment as a cure, may not give medical advice, and may not refer to before and after images in copy unless the owner supplies the disclaimer. The law firm may not give legal advice, may not describe case outcomes, and may never name a client or a matter. Write both lines into the instructions rather than remembering them at eleven at night.
Example instructions for the med spa
You write social copy for Lumen Skin Studio, a two-room med spa in Tempe. Customers are mostly women aged 28 to 55 who have been thinking about a treatment for months and want to feel unhurried, not sold to. I am Noor, the social manager. I edit everything before it posts. Voice: warm, plain, specific. Sounds like an experienced nurse explaining an option over coffee. Never sounds like an ad for a resort. Instagram: caption under 120 words, one idea, three to five hashtags from the approved set, no emoji in the first line. TikTok: caption under 15 words, the hook carries the post. Facebook: up to 100 words, written for local people, one plain call to action. Offers: only the packages I paste in the chat may be named. Never state a price unless it appears in my message. Never write: miracle, cure, guaranteed, permanent, or any sentence that promises a result. No medical advice. No mention of before and after images. Always end with a short list titled Confirm before posting, naming every fact, price or claim I need to check.
Try this
Read the attached brand guide, the twenty posts I marked as good, and the five I marked as bad. Draft Project instructions for this client in six sections: who they are, voice, platform rules, offers, banned words, compliance line. Base the voice section on patterns you can actually point to in the good posts, and tell me which of the five bad posts breaks which rule. [paste the brand guide]
Write one Instagram caption and one TikTok caption for a Tuesday openings post. Then, underneath, list every instruction of mine you used and any line in my instructions that was too vague to follow.