One request, two results
Here's the same request sent twice.
Request: "Write a short Instagram caption announcing our new weekend workshop."
Without context
Exciting news! 🎉 We're thrilled to announce our brand-new weekend workshop! Join us for an unforgettable experience filled with learning, growth, and fun. Spots are limited, so sign up today! #workshop #learning #growth
With a Brand Profile (a pottery studio for stressed-out professionals, voice: "calm, dry humor, no exclamation marks", words to avoid: "unforgettable, journey, thrilled")
Two days. One wheel. Zero emails. Our weekend workshop is for people who spend all week in spreadsheets and want to make something that isn't a spreadsheet. Six seats. Clay provided, calm not guaranteed but likely.
The second caption isn't better because the model got smarter. It's better because it knew who it was talking to, what the offer was, and how the brand talks, including what it never says.
What changed, specifically
- Audience turned "join us" into a picture of the reader's week.
- Voice removed the exclamation marks and added a dry joke.
- Words to avoid killed the three most generic words in the first draft.
- Offer details added "six seats" and "clay provided", which are specific and believable.
Why "words to avoid" is underrated
Telling a model what not to do is one of the fastest ways to make it sound less like AI. Most people skip it. Your list might include words like delve, unlock, elevate, game-changer, journey, or anything your audience rolls their eyes at.
Try it
Look at your "before" bio from lesson 1. Circle every word you would never say. That's the start of your words to avoid list.
Before and after
Before
Prompt
Write a short Instagram caption announcing our new weekend workshop.
Output
Exciting news! 🎉 We're thrilled to announce our brand-new weekend workshop! Join us for an unforgettable experience filled with learning, growth, and fun. Spots are limited, so sign up today! #workshop #learning #growth
After
Prompt
Write a short Instagram caption announcing our new weekend workshop. Brand Profile selected: a pottery studio for stressed-out professionals. Voice: calm, dry humor, no exclamation marks. Words to avoid: unforgettable, journey, thrilled.
Output
Two days. One wheel. Zero emails. Our weekend workshop is for people who spend all week in spreadsheets and want to make something that isn't a spreadsheet. Six seats. Clay provided, calm not guaranteed but likely.
The audience turned "join us" into a picture of the reader's week, the voice removed the exclamation marks, the avoid list cut the three most generic words, and the offer details added "six seats" and "clay provided".