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Tone of voice

Betty writes and suggests email content based on your brand's tone of voice. The more clearly you describe it, the more consistently Betty will reflect your brand when generating subject lines, body copy, CTAs, and other text.

This is an organization-level Betty setting. It mainly shapes how Betty behaves in the Email Builder across your whole workspace.

Where to set it​

Click your profile image in the top right corner and select your organization name from the menu.

Profile menu - select your organization

On the next screen, choose Betty AI in the left sidebar. The Tone of Voice field is a free-text area where you describe how your brand communicates.

Betty AI Settings - Tone of Voice field

This setting applies across your entire organization. All users working in the Email Builder will have Betty write in the same voice.

What to write​

Think of it as a brief for a copywriter who has never worked with your brand before. Cover:

  • Who you are: your brand personality in a few words
  • Your audience: who you are writing to
  • Tone: formal or casual, warm or direct, playful or serious
  • Language rules: things to always do and things to avoid
  • Any specifics: preferred greetings, sign-offs, or recurring phrasing

You do not need to be exhaustive. A focused description of 3-6 sentences works better than a long list that Betty has to weigh against itself.

Examples​

Friendly B2B brand​

We are a friendly B2B brand selling software to marketing teams. Keep language professional but approachable, like a knowledgeable colleague, not a salesperson. Avoid buzzwords and jargon. Use short sentences. Write in second person ("you", "your team"). Never use exclamation marks more than once per email.

Premium retail brand​

We are a premium fashion brand. Our tone is confident, elegant, and aspirational. Never casual or over-familiar. Write in short, punchy sentences. Avoid discount language like "cheap", "deal", or "save big". Use "discover", "explore", and "exclusive" where appropriate. Address the reader as "you" but keep a respectful distance.

Warm consumer brand​

We sell organic food products to health-conscious families. Our tone is warm, honest, and encouraging. Write like a trusted friend who knows a lot about food. Use everyday language with no nutrition jargon. It is fine to be a little playful. Always focus on how the product fits into real life, not just its features.

Technical B2B brand​

We provide cybersecurity software to IT professionals and CISOs. Write in a clear, direct, and credible tone. Assume the reader is technically competent. No need to over-explain basics. Avoid hype. Lead with the problem, then the solution. Use precise language. Preferred CTA phrasing: "Book a demo", "Read the report", "Get started".

Betty reads this description every time she writes or suggests content. If you find her output drifting from your brand, revisit and sharpen the description. The more specific you are about what to avoid, the easier it is for Betty to stay on target.