What to tell your agents
The information that makes the biggest difference to what your agents write, and where to put it.
Your agents write from what they know about you. Generic input gives generic posts. This page lists the information that makes the biggest difference, and where to put it.
The short version #
- Fill in Business and voice properly. It takes fifteen minutes and improves everything.
- Give real numbers, names, and prices, not adjectives.
- Upload real photos.
- Edit a few posts in your own words.
- Tell the agents about dates and news they cannot know.
What to give, and where #
| Information | Where it goes | What it improves |
|---|---|---|
| What you sell, with exact names and prices | Business and voice → Products and services | Posts and ads can state a price. A price that is not listed is never used |
| Current offers, with terms and end dates | Business and voice → Offers | Posts may mention a discount only when it is listed and has not ended |
| Who you sell to, their problems, and what they want | Business and voice → Who you sell to | The angle and wording of every post |
| Why customers choose you | Business and voice | Posts that a competitor could not publish unchanged |
| Proof: real reviews, awards, numbers | Business and voice → Proof you can point to | Proof posts. Agents quote these and never invent others |
| Questions customers ask, with answers | Business and voice → Questions customers ask | Replies in the Inbox |
| Tone, words to avoid, emoji, "we" or "I" | Business and voice | How every post sounds |
| Your own and local hashtags | Business and voice | Hashtags on each post |
| Colors, logo, typeface, look | Brand | Every image and video |
| Area you serve, opening hours | Business and voice | Local posts and replies |
| Instructions for every article | Integrations → Website blog | What each article must include or avoid |
| Sales, launches, and events | Campaigns | A full set of posts on the right dates |
| One-off dates and topics | Plan → calendar | A post on the day you need it |
See Business and voice and Brand.
Be specific #
Compare what the agents can do with each of these:
| Vague | Specific |
|---|---|
| "High quality bread" | "Sourdough fermented for 18 hours, baked at 5am every day" |
| "Great customer service" | "We answer every message within two hours, 7 days a week" |
| "Affordable prices" | "Loaves from £4.50. Saturday class £45, materials included" |
| "Lots of happy customers" | "4.8 stars from 312 Google reviews" |
| "Friendly tone" | "Warm, plain, a little dry. Never salesy. No exclamation marks" |
A specific fact gives the writer a first line. A vague one gives it nothing to say.
Things agents cannot know unless you tell them #
- a sale, a new product, a price change, or a product that is out of stock
- an event, a closing day, or new opening hours
- a new team member, an award, or a press mention
- a topic you do not want to talk about
- a claim you are not allowed to make in your industry
Tell the Content Assistant, start a campaign, or update your business profile.
Photos #
Real photos of your products, your place, and your people do better than any generated picture. Upload them in the Content chat. They are kept in your media library and used when a post is about that product or place.
Good photos are sharp, well lit, and show one thing clearly. Leave some plain space in the frame, so a short line of text can sit on it.
Edit instead of blocking #
When a post is nearly right, change it instead of blocking it. You get the post you wanted, and later posts are more likely to sound like you. From time to time AIM suggests a change to your voice settings under Business and voice, which you apply or dismiss.
Keep it current #
- Remove an offer when it ends, or give it an end date when you add it.
- Update prices on the day they change.
- Check your profile once a month. A profile that is a year old writes last year's posts.
Next: Getting better posts.