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Your AI instructions define how Setor AI represents your brand — the tone it uses, the words it chooses, the order it qualifies leads, and how it moves conversations toward a booking. Think of them as your setter’s operating manual. Your success manager helps you write and refine them during onboarding, and you can request changes at any point after that.

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What AI instructions control

AI instructions shape every aspect of how Setor AI behaves in the DMs:
  • Persona and tone — Formal or casual, direct or warm, high-energy or low-key. Setor AI matches the communication style that fits your brand and audience.
  • Offer description and value proposition language — The specific words used to describe what you sell, who it’s for, and what result it creates.
  • Qualification questions and sequence — Which questions are asked, in what order, and how responses determine whether a lead advances toward booking or is filtered out.
  • Objection handling approaches — How Setor AI responds when leads express hesitation, price concerns, timing objections, or skepticism.
  • When and how to introduce the booking link — The exact point in the conversation where the call invitation appears, and the framing used to present it.
  • What to say to disqualified leads — How Setor AI ends conversations with people who don’t fit your ICP — respectfully, and without wasting their time.

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Multi-variant testing (A/B testing)

You’re not limited to a single set of instructions. Run two or more instruction variants simultaneously to find out which conversation strategy produces the most bookings. Setor AI tracks the conversion rate of each variant — measuring how many conversations turn into booked calls — and automatically shifts more conversations toward the better-performing version. Once a clear winner emerges, it’s rolled out at full scale. You focus on your offer; Setor AI optimizes the conversation strategy.
AI instructions are configured during onboarding by your success manager. You don’t need to write them from scratch — your success manager will guide you through the process and draft the initial version based on your offer and sales approach. You can request changes at any time.

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Knowledge base integration

Setor AI can draw on a detailed knowledge base when answering specific questions about your offer. By syncing a Notion document with your pricing, FAQs, case studies, program details, and objection responses, you give the AI accurate, specific information to work with — rather than relying on general language. This is especially valuable for complex offers where leads ask detailed questions before agreeing to a call. See the Knowledge Base integration guide for setup instructions.

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What to include in good AI instructions

Describe how you naturally speak and how you want your setter to come across. Are you direct and no-nonsense? Warm and conversational? Energetic and motivational? The more specific you are, the more accurately Setor AI will reflect your brand voice. Include examples of phrases you use — and phrases you’d never say.
Explain what you sell in plain language: what it is, who it’s designed for, and what result a client can expect. Avoid vague language like “transform your life.” Instead, be specific: “a 12-week online coaching program for online fitness coaches who want to build their first 10k/month revenue.” Specificity helps Setor AI qualify accurately and speak to the right pain points.
Define what makes someone a good fit — and what disqualifies them. Budget thresholds, audience size requirements, business stage, niche, location, or any other criteria that your sales process relies on. Clear qualification criteria mean Setor AI filters out bad-fit leads before the booking link ever appears.
Describe how you want the call invitation introduced. Should it feel like an exclusive opportunity or a simple next step? Should the AI be direct (“I’d love to get you on a quick call”) or softer (“would it make sense to chat for 20 minutes”)? The framing of the invitation has a significant impact on whether leads click the link.
Clients often report that leads think they’re speaking directly with the account owner — not an AI. The quality of your AI instructions is the single biggest factor in how natural and on-brand the conversations feel. The more time you invest in refining them, the better your results.