What instructions actually do
Instructions act like a custom prompt layer. They give Ora extra guidance on:
Who it’s talking to
What angle to focus on
What to say (or avoid saying)
🎥 Watch: Setting up your first Ora Agent (2 min)
This video walks you through how to input custom instructions, preview emails, and launch your agent.
Instructions don’t overwrite your value props, they shape how they’re used.
You don’t need to fill this in on day one. But it’s useful if:
You’re emailing a new persona or market
You want to reference a campaign, initiative, or specific event
Your early preview emails aren’t quite hitting the mark
If you're unsure what to write, launch first, then refine. Your first few previews will show you what to tweak.
What makes a good instruction?
Good instructions are:
Specific: Reference tone, persona nuance, or real proof points
Logical: Spell out the “why,” not just the “what”
Realistic: Avoid vague prompts like “sound more human” or “just make it land”
Example:
This campaign targets GTM leaders using AI for outbound. Emphasize that Ora is a standalone SDR, not just a writing tool.
Avoid:
Unconditional references to triggers like layoffs or funding unless you pair them with clear direction
Better: “If they’re going through a layoff, avoid talking about headcount growth.”
Vibe-based instructions like “just make it sound good” or “make it punchy”
Assuming Ora knows your ICP without giving specific guidance in roles, departments, or context
A proven framework for writing instructions
Here’s the recipe we use internally and see work best with customers:
1. Context on the list
Start by explaining who’s in the list.
“Context on the list: Everyone here is a sales leader we spoke to last year, but they didn’t end up buying Lavender at the time.”
You can also include 1st-party signals (visited a pricing page or came from a specific landing page).
2. Focus on...
What do you want Ora to emphasize?
“Focus on teams going through growth or change. Highlight how Ora can act as a standalone SDR, not just a writing tool.”
This can be a value prop, a pain point, or even an objective like driving event attendance.
3. Persona conditionals (optional)
If you want to change messaging based on the person or context, use conditionals.
“If they’re a sales leader at a small company going through a layoff, avoid talking about headcount growth.”
This helps Ora dynamically adjust based on lead traits or signals.
4. Do’s
Call out what you definitely want included.
“Start the message by referencing that we spoke last year, but timing wasn’t right.”
“Include a PS inviting them to next week’s event.”
Use language like “if it makes sense” or “if it fits naturally” to help Ora decide when to apply it.
5. Don’ts
List anything you want the agent to avoid.
“Don’t reference hiring a designer as a personalization trigger.”
“Don’t mention our recent funding round—it’s not relevant here.”
This prevents phrasing, triggers, or logic paths that feel off-brand or risky.
Try it, preview it, tweak it
This section is meant to evolve as you learn what works.
We’ve seen users include:
Specific case studies to bias Ora’s messaging
Tone guidance (“more casual than corporate”)
Strategic goals (introduce a new product line)
The best way to get it right? Preview emails, then refine instructions based on what you see.
The trigger requirement toggle
By default, Ora requires both a trait and a trigger to send an email.
This keeps your messaging relevant and grounded in something that justifies the outreach.
In the Instructions step, you’ll see an option to: Disable trigger requirement
This allows Ora to send emails using traits alone (like role, department, or company size), even if no 3rd-party trigger is found.
When to leave it ON:
You want more precise messaging
You’re targeting higher-signal audiences
You want to reduce generic outreach
When it’s okay to turn it OFF:
You’ve included a 1st-party trigger in your instructions (“they downloaded our white paper”)
You’re reaching a low-signal segment and want volume over strict precision
Example 1st-party triggers:
Filled out a form
Attended an event
Spoke with sales last quarter
Use this toggle carefully, removing trigger requirements increases send volume (max 50/day), but may reduce message quality if your targeting or value props aren’t dialed in.