The Campaign Guide, for resultful campaigns!
A well-crafted prompt instructions is the key to successful SBL Campaigns. The clearer and more precise your instructions, the better the AI can deliver results that meet your expectations.
This guide will help you master prompt writing by covering essential elements like campaign setup, communication style, and user flow for high-performance SBL campaigns.
Let’s break down each field with best practices, examples, and pro tips.
1. Campaign Name
The Campaign Name is for internal use — it doesn’t affect how the AI chats.
Keep it descriptive so anyone can quickly understand the campaign’s purpose.
Include the audience or funnel stage for clarity.
Helps with analytics and iteration later.
Examples:
“Healthcare Founders Outreach – Q3 2025”
“Pre-Webinar Promotion – Marketing Heads (Sept Batch)”
Pro Tip: Use consistent naming like Audience – Funnel Stage – Date so your dashboard stays organized.
2. Campaign Type
The Campaign Type determines the approach and tone. Choose between Sales, Survey, or Support.
“Survey”: For user interviews, lead qualifications, product-related feedback, etc.
“Sales”: For sales pitch about an offering, booking meetings, etc.
“Support”: For handling all inbound customer query messages, guiding users through their product journey, etc
3. Campaign Platform
SBL currently supports WhatsApp, iMessage, and LinkedIn as campaign channels. You can select any of these when setting up a new campaign.
On LinkedIn, SBL integrates directly with the platform and operates within its limits. Each profile can connect with up to 800 new prospects per month (around 200 invites per week).
On WhatsApp, there are no fixed monthly outreach limits. However, it requires a Verified Meta Business Manager to set up a number. Once active, outreach volume depends on the number’s quality rating and messaging tier, both of which increase as engagement and activity scale.
4. Persona
The Persona represents the identity of the AI during interactions.
Persona auto-created from the connected LinkedIn profile.
Name + Job Role auto-fetched. Cannot be edited.
Persona is fully customizable. This is what you name your WhatsApp Profile as.
You define Persona Name and Persona Role.
Persona Name: Select a relatable and neutral name that fits the role.
Best Practice:
Choose a name that is easy to pronounce and remember.
Example: "Shruthi"
Persona Job Role: This reflects the role AI is playing in the campaign.
Best Practice:
Align the role with the campaign objective and the audience's expectations.
Example: “Community Manager,” “Product Consultant,” or “Career Coach.”
Pro Tip: The persona should feel human and approachable. Avoid job titles that sound too robotic or technical.
5. Target Leads
This variable defines who the campaign is addressing.
Title: Identify the category of users the campaign is targeting.
Best Practice:
Keep it broad enough to cover the majority of your audience but specific enough to be meaningful.
Use a single, singular noun to describe the target.
Example:
"Professionals"
"Students"
Description: Explain how these users were identified or segmented.
Best Practice:
Be specific about how you obtained the user information.
Example:
“who all joined a Paid Webinar last week”
“who are the Existing customers of Antern”
“who had put their requests to know more about the S05 Offering”
6. Outreach Message ⭐️
The Initial Message is the first touchpoint the AI has with the user.
Best Practice:
Make it brief, personalized, and context-driven.
Start with a greeting, introduce the persona, and ask a question relevant to the campaign’s objective.
For WhatsApp
One variable supported: {{name}}
Keep it short, warm, and conversational.
Example:
Hi {{name}}. This is Shubham from SBL. We help hospitals increase OPD footfall using AI outreach. Would you like me to share a quick 1-min video?
For LinkedIn
Supports Smart Variables:
My Name
Company Name
Prospect Name
Profile Related
Post Related
Industry Related
Example:
Hi [Prospect Name],
Your growth at [Company Name] is impressive 🚀
We help founders automate outreach and book meetings—
just like we did for a [Industry Related] client.
Open for a quick 5-min chat?
Pro Tip: Use no more than 2–3 smart variables per message. Overuse feels robotic.
P.S. If you’ve read this far, it means you’re serious about success—and we’d love to support you. 🚀
Grab our “Top 100 Outreach Messages” (the best 1%) that consistently drive 5x more replies and 3x better results!
7. Follow-up Message
Follow-ups re-engage non-responders.
WhatsApp → Short nudges, polite tone.
LinkedIn → Can reuse Smart Variables.
Examples of messages that work:
Message 1
Hi Salem, hope you had a refreshing break!
Just checking back in as promised.
We’re helping boards avoid the “why didn’t we see this sooner?” moment - by automating risk reporting, audits, control testing, and compliance workflows using our AI.
Would you be open to a quick 15-minute review call to explore what this could look like for your team?
Here’s my link to book a time that works best:
https://cal.com/15min
Looking forward to reconnecting!
Message 2
Thanks for accepting my connection request. When I worked with other executives like you, including the CEO of Best Buy, we helped them adopt a research based transformational leadership methodology that includes an empowering delegation method called “Empty Desk.”
This framework generated huge growth while helping the executives get more fulfillment and enjoyment from their job.
Too detailed for text, but I already see applications for you. Would you be up for a call anytime soon?
Pro Tip: Never spam. Keep to 2–3 polite follow-ups max.
8. Campaign Objective
The Campaign Objective sets the direction for the conversation between AI and users. This is where you define what the AI should accomplish in the interaction.
Best Practice:
Be clear and specific in what you want the AI to achieve.
Use action words like "engage," "identify," "solve," or "pitch."
Avoid transactional words like "sell" or "buy."
Avoid sharing any Links in the Objective.
Example:
“Engage with users feeling overwhelmed, identify their challenges in personal development, and pitch the 100-day mentorship program.”
“Reaching out folks who’ve shared their Product Challenge in a paid webinar “Unlocking Product Management” held over Zoom last week on 20th September, to ask if they want to join a 1-1 Call with our mentor for a personalized guidance.”
Pro Tip: Small adjustments in wording can lead to significantly different outcomes (e.g., “pitch” vs. “sell”, “get” vs “understand”). Choose words that align with the tone of the campaign.
9. Chat Flow ⭐️
This is the outline of how the conversation will unfold between AI and the user.
Best Practices:
Start with a warm greeting.
Gradually qualify the lead (job role, interest, fit).
Offer value first (explainer, brochure, case study).
Pitch CTA only when context is set.
End politely if no interest.
Example Flow 1:
Firstly thank the user for responding.
Ask if they are working or studying.
If they’re working, Ask where are you working currently?
If they're studying, understand what they are pursuing.
Inquire about any challenges they are facing.
Pitch a relevant service based on their challenges.
Offer a product link if they show interest. If not, end the conversation politely.
Example Flow 2:
First, share with excitement: "I'm thrilled to inform you that you've been selected for the Scholarship Program for our upcoming Batch!"
Inform them that the new Batch starts next week on September 27th. Ask: "Are you excited about it?"
Empathize with the user's response accordingly.
Provide them with the GForm link and ask them to submit their interest via the Form to receive Material Access by email by tonight.
Inquire if the user has any further questions. Assist as needed and END the chat if the user has no more queries.
Example Flow 3 (With Attachments)
Start by a natural Greet. And ASK politely if they’re the Owner or Staff.
If it's the Staff, request for the owner's contact.
If the owner is directly chatting, ATTACH explainer video and share about our service.Handle objections empathetically. ATTACH relevant brochures, FAQs when needed.
If prospect interested → share Booking Link.
If hesitant → offer demo/founder call.
If silent → follow up politely.
Close with a positive message and END the CHAT.
Pro Tip:
Capitalize key action words like THANK, ASK, ATTACH, SHARE or PITCH to highlight important actions for the AI.
Double quote a phrase “ “ to strictly set up your pre-defined wordings.
Use END THE CHAT keyword to explicitly let the model conclude a chat accordingly.
10. Files & Links
This is where you provide product or service links / files for the AI to share with users.
Links
A. Product Link: Add a shortened link to be shared to the user.
Best Practice:
Keep it short to take lesser space in chat message.
Always include UTM parameters to track conversions.
Add price or discount info after the link.
Example:
https://example.com/product`?utm_source=sbl&utm_medium=wa`
https://bit.ly/proplan05 [Price is $999, use "10OFF" for a 10% discount]
B. Link Title: Add a brief, descriptive title for the link.
Best Practice:
Keep it short and relevant to the Campaign Flow instruction.
If there is more than one link, try to differentiate each one properly.
Example:
“Batch 05 Pre Booking Link”
“Pro Membership Link”
“1-1 Call Link”
Files [Attachments]
You can attach PDF, PNG, JPEG, and other file types to your campaigns, and set the Chat Flow to share them at the right stage of the conversation.
When adding attachments, always include a short, one-line description. This makes it easy to understand the content and distinguish each file from others you may add.
For example:
I uploaded a “Brochure” pdf of my company.
Description: “Company Brochure (PDF) - explaining our offerings and plans.”
Pro Tip: Keep product title and links short and clear. Include details about pricing and discounts to encourage conversions.
Key Tips for Writing Flows
Use Second Person POV: Instruct the AI addressing as "you" and "your," as if speaking directly to it. Be clear but conversational, using phrases you'd naturally use with your end users.
Capitalize Action Words: Emphasize key actions by capitalizing words like ASK, THANK, ATTACH or SHARE. This helps the AI prioritize important steps.
Use Quotation Marks for Specific Phrases: When you want the AI to use exact wording, enclose it in quotation marks. This clearly indicates the precise language to be used.
Example*: THANK the user for replying. ASK if they have attended any “Java and Spring Boot development” interviews recently.*
Avoid covering all edge cases in the Flow. With an 8-step limit, focus on precision. The shorter and clearer the instruction, the better it performs.
Address more edge cases by utilizing the Sources or Knowledge Base and adding relevant, high-quality memories to the model.
By default, if the model cannot handle a query, it will ask the end user to email the support address or notify you on the “Human Intervention Needed”
Pro Tip: Testing is essential! Iterate on the prompt wording to ensure the AI effectively engages users and achieves the desired outcomes.
