Give AI a better brief, keep your own voice

Write a brand description someone could use

Words such as innovative, passionate and customer-focused offer very little direction. Replace them with details that affect the writing. Who buys from you? What do they tend to ask? How do you explain your work in a conversation? Which claims are you able to support? A clear answer to each question is enough to begin.

For example: We make small-batch ceramic tableware for people who want everyday pieces they will keep. Explain the material and care simply. Be warm and specific; avoid luxury language and promises of indestructibility. That brief gives a writer choices. Save a concise version in Billion’s brand description, which is included as context in the bulk AI workflow.

Separate the voice from this particular job

Your voice might stay consistent while the task changes completely. A delivery delay needs a direct explanation. A new collection can allow more atmosphere. A useful caption brief names the subject, the reader, the confirmed facts and the action you want them to take. Then add any language the draft must avoid.

A working prompt could read: Write a short Instagram caption for our new breakfast bowls. They are available in oat and moss glazes from Saturday. Explain that slight glaze variation is part of the handmade process. Invite readers to see the colours in the shop. Do not invent prices, discounts or stock quantities. This gives the draft enough substance without asking the model to invent the business.

Ask for useful differences

Three versions that rearrange the same opening are not three editorial choices. Ask for a practical version, a material-led version and a version built around a customer question. Compare the approach before comparing individual adjectives. Often the most useful AI result is a clearer angle rather than a sentence you copy unchanged.

Inside Billion’s post modal, caption creation sits alongside your editable draft. Where image creation is configured, it is a separate choice; you can write a caption without generating a picture. AI video generation is currently unavailable. An original photograph may be the better companion for a post about a real product, a real place or the people doing the work.

Edit in three passes

First check the facts. Read every date, product detail, name and implied promise against an actual source. Watch for small inventions: a caption can quietly introduce a sustainable material, a limited edition or a customer favourite that nobody supplied. Remove the claim unless you can establish it.

Next, read for voice. Say the caption aloud. If nobody on the team would use a phrase in a real conversation, rewrite it. Remove ceremonial openings and repeat descriptions. Replace an abstract benefit with something the customer can picture: a bowl that fits under the office coffee machine says more than an elevated everyday experience.

Finally, check the reader’s route through the post. Does the first sentence explain why to keep reading? Is the next step possible? Does the image add useful information? Keep the essential message understandable without requiring someone to decipher a hashtag list or guess which product is being discussed.

Make the good edits available next time

Keep a few approved examples in your team’s working brief, with a sentence about why each works. One might show how you explain a technical detail; another might show how you handle an apology. If the same correction comes back repeatedly, revise the brand description or the next prompt instead of repairing it after every generation.

Google’s people-first content guidance recommends original, useful information made for an intended audience. That is a helpful editorial test for a caption too, even though a social post and a search page serve different jobs. Ask whether the draft helps this reader understand or do something. A smooth paragraph by itself is not enough.

Save the finished wording as a normal draft and send the exact saved version through your review process. AI generation does not approve or publish it. The point of using the tool is to spend more attention on the decisions that matter: the angle, the facts and the sentence that finally sounds like you.