Compose one
Start from the catalogue, pick the skills the job needs, describe the style and the audience in your own words, and read three sample posts before you keep it. Ten minutes, and you can throw it away and start again.
Writers
Somebody has to be speaking
Every post has a voice whether you chose one or not, and the businesses that read badly online are usually the ones that never decided. A writer in FABLS is that decision made explicit: a persona with a style, a vibe, an audience and a short stack of skills, which you can point at and change.
What a writer is made of
Four things, and none of them is a slider.
- A style is how the sentences are built. Short and flat, or long and unhurried. Whether it uses questions. Whether it uses the word "we". Whether it ever puts an exclamation mark anywhere, which for most businesses is the single most useful thing to settle early.
- A vibe is the temperature — warm, dry, formal, cheerful, careful. It is the difference between a clinic that sounds reassuring and a clinic that sounds nervous, using largely the same words.
- An audience is who is being spoken to, and it changes more than the other two combined. The same fact written for a regular customer and for somebody who has never heard of you produces two genuinely different posts, and most businesses need both writers.
- Skills are the specific things this writer knows how to do: write long form, write a caption, describe a product, brief a photograph. They are pinned to a version, so an improvement made on Tuesday does not silently change what you approved on Monday.
Three ways to get one
Compose, adopt,
or write it yourself.
Adopt one from dash-b
If you already have assistants in dash-b, they are the same kind of document. Bring one across and it keeps what it knows. Writers can be managed from either side.
Write your own
Some people know exactly what they want and would rather type it than answer questions about it. Write the persona directly, pin the skills you want, and it behaves the same as any other.
A thing people get wrong: writing a very long persona does not make a better writer. Three specific sentences about how you actually talk beat two pages of adjectives, every time. The useful detail is the one you would correct if you saw it broken.
And two quicker starts.
- Five ready-made writersAdd one to your brand in one step, and start from a writer that already exists.
- Generate a writer with AIAI writes a persona to start from, for you to read and change before you keep it.
A writer is a decision,
not a slot in a calendar.
Most businesses end up with three
Not because three is a rule, but because the jobs are genuinely different. Somebody writes the captions. Somebody writes the practical notices. Somebody writes the long piece that takes an afternoon and gets read for two years.
Splitting them is what stops a blog post sounding like a caption and a caption sounding like a press release. It also means you can be strict about one and relaxed about another: the channel your caption writer works on can run on autopilot long before the blog does.
The examples on the right are invented for this page, using a bakery, because a bakery makes the differences obvious. Yours will be a fitting company or a dental practice and the shape will be identical.
Three writers, one bakeryIllustration
- 1Ola · head bakerWarm, short sentences, never salesy. Talks about flour the way other people talk about weather.
- "Sample"Ready at seven. The rye took its time tonight, which is how we like it."
- 2Marek · the counterWrites the practical posts: hours, orders, what is on. Plain and quick.
- "Sample"Saturdays yes, from eight, and it goes fast. Say you're coming and we keep one aside."
- 3The editor · long formWrites the blog. Structured, patient, one idea per post, always a photo brief.
- "Sample"Why our sourdough is thirty-six hours, and what that means for your Saturday."
Synthetic examplesYour writers are documents on your account
Pinning,
and why it is not a detail.
A writer's skills are pinned to a version. When a skill improves — and they do improve — your writer stays on the version it was on until you move it, and moving it shows you what changes.
The reason is boring and important. If you approve a month of drafts on Monday and the underlying skill changes on Tuesday, then what publishes on Thursday is not what you read. Pinning removes that whole class of surprise. It is the same instinct as pinning a dependency, applied to the thing that speaks for your business.
It also makes corrections worth making. When drafts keep getting the same thing wrong, you correct the writer rather than each draft, and the writer you corrected in March is still the writer drafting in July.
They belong to you
A writer is a document on your castomo account, the same shape as a dash-b assistant. You can read it, edit it, copy it, export it, and take it with you. Content your writers draft is yours as well — there is no arrangement under which what was written for your business becomes somebody else's material.
Agencies tend to build one writer per client and keep a house writer of their own for the pieces that go out under the agency's name. Both live on the same account and neither can see the other's plan.
The plan Overview