Creating a Campaign

Agents find; campaigns speak. Every lead an agent finds enrolls in the outreach of the campaign that speaks for it, in that campaign's voice and mode. No campaign, no outreach: an agent without one finds leads and drafts nothing. One campaign can speak for many agents, and each agent speaks through one campaign at a time.

Click + New campaign on the Campaigns page. The form has four steps and a preview. Only two things need your hands: the agents it speaks for, and your role. Everything else is filled in from your agents and your website, or optional, and your words always win. A new campaign starts in Assisted, so nothing goes out until you approve it.

1. What you sell

   Pick the Agents this campaign speaks for. An agent that already speaks for another campaign says so, and picking it moves it here. LeadPinger then fills in the rest from those agents and your website: the campaign's name, What you sell, and who it's for, Why people pick you, Proof you can state, What it doesn't do, Pricing you can share, How you compare and Questions people ask. Check each part and edit freely; Fill again fills the blank parts and keeps anything you wrote. Links you can share, like a booking page or a checklist, only ever go out in a DM, after someone shows interest. Never in public.

2. Who's speaking

   Your agent writes as you, and only says true things about you. Your role is required: I founded it, I work there or We're their agency. About you, in a line and True stories you can tell are optional. Your voice is learned from your own posts on the accounts you connect, and you can paste a few things you wrote. Tone is Relaxed, Balanced or Professional; each platform still sounds like itself, so LinkedIn stays in sentence case whatever you pick.

3. How it sells

   The Goal (below) and What you believe: the view every reply holds, even when the product never comes up, drafted from your site. Comment on popular posts in your space is on by default, for LinkedIn and X. Length is Shorter, Usual or Longer, measured against how people actually write on each platform and in each community. Optional: Words this campaign never uses, on top of your company's Never say list, which shows here locked, and People to skip.

4. How it runs

   The Mode: Handoff, Assisted or Autopilot. A new campaign starts in Assisted, where you approve every message; Autopilot runs only when you pick it. The campaign's workflow: the default works as is, and on Pro and Agency you can change any step. This week, from your connected accounts says what each platform will actually do right now. The Schedule starts now with no end date unless you set a start or pause date. Then See it on real leads. See Outreach Automation & Workflows.

Only true things

What your agent read on your website and what the first step holds are the only things it knows about your business, and it never states anything else. It says them in its own words, never copied. With no proof there, it claims none. With no pricing there, it never quotes a price and hands price questions to you. A question about your business that none of it answers comes to you, never a guess. What it doesn't do is said plainly instead of guessed at, and a competitor comes up only in your words, never run down. Your agent never invents experience either: without true stories on the second step, it never tells one.

Your role, and naming the product

Whenever a reply names your product, it says how you're connected in the same sentence: advertising rules require it, and it reads more honest. Your role decides the words. For a bookkeeping firm called Harbor Books:

Your product is never named as if by a neutral stranger or a happy customer.

The goal decides where interested people go

Send them to a link needs the link, and Book calls needs a booking link. A link goes in a DM only to someone who showed interest or accepted your connection request, and never in a public comment or reply, except one of your own posts approved for sharing.

People to skip

Kinds of people your agent leaves alone, in plain words, like "Other bookkeepers and accountants" or "Students". Before a first comment, a connection request or a first DM, each lead is checked against the list, and a clear match is never contacted. For one specific person, use Block on their lead instead: that puts them on your do-not-contact list.

Comments on popular posts

On LinkedIn and X, some posts gather your buyers even when the author isn't one. With Comment on popular posts in your space on, your agent drafts a comment there written for the people reading, so the right ones notice you. These posts are not leads, are never sent a DM, and their comments always wait for you, in every mode.

The preview

See it on real leads drafts replies, with everything you entered, to real recent leads your agents found: one on each platform they cover, each shown the way it looks on that platform. Nothing is sent. Under each reply, a few words say why it was written that way, like "A tip for their situation", "About as long as comments there" or "Names your product, and says how you're connected". Write another tries again. If a reply would come to you instead, or your agent would skip the post, the preview says so, and a platform with no recent lead says that too: a post is never invented. Doesn't sound right? Go back and change any step, and the preview rewrites with your changes. You can also save without it.

After you save

• Changes apply to what your agent writes next. Drafts already written keep their text until you Regenerate them.
• A paused campaign drafts nothing new, and anything already queued for it is held, not sent, until you resume it. The same goes before its start date and after its pause date. A comment draft still expires after two days, because the thread moves on.
• What the campaign can't change: links in public, naming the product as anyone but its maker, claims it can't back up, and the checks on every draft. See Voice & Drafted Replies.