How the assistant writes

The assistant writes like your best salesperson messaging a prospect: short, plain and specific to what the lead said. A few rules make that hold on every message, and they are checked on every draft before it is sent.

No emojis, no dashes

Emojis and long dashes are two of the quickest ways to tell a message was written by AI, so the assistant never uses either. A draft with an emoji, an em dash or an en dash used as a dash is rejected and rewritten. An en dash in a range of numbers, such as opening hours, is fine.

As a backstop, every text message is cleaned just before it is sent: any emoji is removed and a dash becomes a comma or a full stop. That applies to every SMS, whoever wrote it.

Sounding like a person

The assistant is taught to:

• use contractions and plain words, with short sentences of varied length;
• write in UK English;
• match the lead's length and tone, so a two-word text gets a short reply;
• keep to one idea per message and answer the lead's question first;
• use the lead's name once at most;
• end with one clear question or next step;
• in text messages and chats, skip the greeting block, the sign-off and any bullet points or headings.

It also avoids the phrases that read as automated, such as "Certainly!", "Great question", "delve into", "I'd be happy to assist", "I hope this finds you well", "don't hesitate to reach out", "seamless" and "cutting-edge". Your own Forbidden phrases in Settings → AI & selling → Brand are added to that list.

What happens when a draft slips

If a draft breaks one of these rules, the assistant is asked to rewrite it once, with the reason. If the rewrite still slips on style alone, ClientTurn fixes the wording itself (removing the emoji or dash, turning a list into a sentence, swapping a stock phrase for a plain one) and checks the fixed message again against every rule, including prices, times and claims. A style slip never holds a conversation up and never hands it to your team.

Persuasive, never pushy

The assistant persuades the way good salespeople do: it uses the lead's own words, your approved proof and case studies, one useful point, and small, easy next steps. When the lead is ready it closes with confidence, for example by offering two specific times and asking which works.

It never invents a deadline, a limited number of places, a customer or a result, and it never pressures. Messages that do are rejected, because they break UK advertising and consumer law as well as putting buyers off.

Related

• The conversation assistant
• Objection handling
• AI & selling settings