What a Project is
A Project is the brief you'd give a new sales rep on their first day — what you sell, who you sell to, how you talk, what to say, what not to say. The AI uses it every time it drafts a DM or comment on your behalf.
One Project can power many Requests and many Monitors. Set it up once, use it everywhere.
The fields, and what they're for
Product overview
One paragraph. What do you make, who is it for, what does it actually do? Skip marketing language — write like you're describing it to a friend at a bar.
Goal
Why are you reaching out? "Book demos", "get beta signups", "drive newsletter signups", "talk to early users". The clearer this is, the better the draft's call-to-action.
Brand voice
A few adjectives or a sample sentence. Friendly founder. Plainspoken engineer. Dry and self-deprecating. Whatever you write here sets the tone of every draft.
Target audience
Who you're actually trying to reach. Roles, company sizes, signals, pain points. The AI uses this to decide what's worth referencing in the opener.
Value props
Two or three things you're genuinely better at than the alternatives. Concrete is better than abstract: "no setup, works in 30 seconds" beats "easy to use".
Don't mention
Off-limits topics. Pricing claims you can't back up, competitor names, unreleased features, legal risk. The AI will steer clear.
Signature
How you sign off — your name, your handle, a link. Leave blank if you don't want a signature on outreach.
Tips for a Project that produces great drafts
- Write like a human, not a brand. The AI mimics your voice. If you write corporate, you'll get corporate drafts.
- Be specific. "We help fintech teams ship faster" is generic. "We do compliance review automation for fintech, 30 min instead of 3 days" is useful.
- Update it when things change. New pricing, new positioning, new product — push it into the Project. Old briefs produce old drafts.
- One Project per audience. If you talk to engineers and to CFOs, spin up two. They want to hear different things.
How Projects flow into outreach
Once a Project is set up, attach it to a Request or a Monitor. From that point on, every AI-drafted DM and comment for that campaign is grounded in the brief you wrote. You can still edit each draft before sending — the Project just gets you 90% of the way there.