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What your agent says comes down to two pieces:
  1. The opening line. The very first thing it says when someone picks up.
  2. The instructions. The brief that guides everything after that.

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The opening line

This is the first sentence out of the agent’s mouth. It sets the tone for the whole call, so keep it short, human, and honest about who’s calling.
  • Good: “Hi, this is Sarah from Coleman Roofing, do you have a quick minute?”
  • Not so good: “Hello, this is an automated call regarding your recent inquiry submission.”
The first one sounds like a person. The second one sounds like a robot reading a form, and people hang up on forms.

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The instructions

The instructions are the agent’s brief. This is where you tell it who it is, why it’s calling, and how to handle the conversation. Think of it as onboarding a new hire, not writing a movie script. A good brief usually covers:
  • Who the agent is. Its name, your company, its role.
  • Why it’s calling. The reason, in one plain sentence.
  • The goal. The one thing you want out of the call.
  • What to do when. “If they’re interested, do this. If they’re busy, do that.”
  • The hard rules. Things it must never do or say.
You don’t need to cover every possible twist. Cover the goal and the common turns, and trust the agent to handle the rest naturally.

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Write for the ear, not the eye

The agent’s words are spoken, not read. So write the way people talk.
  • Do say “January fifteenth.” Don’t write “1/15.”
  • Do say “call us at four one five…” Don’t paste a raw link or a symbol the agent would have to read out awkwardly.
  • Do keep sentences short. Long sentences sound out of breath.
  • Do let it use small natural words (“sure,” “no worries”) so it sounds real.

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Pull the person’s details from GoHighLevel

Your instructions can include blanks that fill themselves in for each call, straight from GoHighLevel. You map each blank to a custom field on the contact (their name, their details) or a custom value on the location (your business name, the transfer number). The agent then speaks the real value from that person’s record, not a placeholder. Map the first name field and the agent greets each person by their actual name. It’s like a mail merge, except the data comes live from GoHighLevel on every call.
A short, clear brief almost always beats a long, fussy one. If the agent is doing something odd, the fix is usually to remove a confusing instruction, not to add five more.