# Creating Agents

This is where it starts. Tell Claude about your offer, your audience, and how you sound — it builds your sales agent, puts it live, and double-checks everything. You can undo any change, anytime.

---

### What every agent is made of (all sections are required)

You never edit these by hand — but it's worth knowing what a *complete* agent contains, so you can tell a real one from an empty shell. Every agent is a **system prompt plus 8 sections**, and Claude fills the whole set as one, not a keyword list on its own:

- **Always has real content** — the **system prompt** (who the agent is and how it talks), **examples** (real conversations it learns from), and **knowledge** (the facts and context behind your offer). These three are never empty.
- **At least one of** — **keywords** (the words that trigger it) or **program** (the offer and pricing it sells). Most agents have one or both.
- **Filled in when they apply, otherwise left empty** — objection handling, your personal story, resources/links, and case studies. Empty is fine here; missing entirely is not.

The one thing to avoid is an agent that has *only* keywords and nothing behind them — it will reply, but it won't sound like you or actually sell. If you ever suspect that, just say: *"check my agent has all its sections filled in, not just keywords — fill in anything missing."*

---

### Start from a ready-made example

**What you get:** A head start. This project comes with four fully-built sample agents across different businesses — wellness coaching, pet training, finance education, and professional courses. Claude can take the one closest to your business and adapt it to you, instead of starting from a blank page.

**When to use it:** Almost always — it's the fastest way to a good agent, especially the first time.

**Just say:**
> "Show me the sample agents, then build me one like the closest match — but for my [yoga studio / bakery course / real-estate coaching]."

**What happens:** Claude reads the sample, asks you what's different about your offer and your voice, and builds your agent from that proven structure. You never touch a file — you just describe your business.

**Tips:**
- Not sure which fits? Just say *"which sample is closest to selling a $300 online course?"* and Claude will pick.

---

### Get a quick-sale agent that sends your freebie or link fast

**What you get:** An agent that lightly qualifies the lead and then immediately sends your course link, checkout page, or free resource — no long conversations, just fast conversions.

**When to use it:** Your offer is under roughly $100 (a challenge, mini-course, or low-ticket digital product). People tend to buy quickly when they see the price and the value is clear up front.

**Just say:**
> "Build me an agent to sell my [30-day challenge / beginner course / ebook]. It costs [$47]. When someone shows interest, it should say a couple of friendly things and then send them [your link or freebie]."

**What happens:** Claude asks you a few quick questions about your offer and your voice, then builds and activates your agent on Instagram and/or WhatsApp DMs and comments. It confirms the setup with you before anything goes live, and tells you what it did so you can review it.

**Tips:**
- Paste two or three of your own DM replies so the agent sounds like you, not a bot.
- Tell Claude what to say if someone asks for a discount (e.g., "No discounts — just explain the value").

---

### Get a consultative agent that recommends and closes mid-chat

**What you get:** An agent that has a real back-and-forth with the lead, understands their situation, and then recommends your offer and sends the link — all in the same conversation, usually the same day.

**When to use it:** Your offer is roughly $100–$1,000 (a coaching package, group program, or mid-ticket course). Leads need a bit of guidance before they're ready to buy, but they don't need a sales call.

**Just say:**
> "Create a consultative agent for my [12-week coaching program]. The price is [$497]. It should ask people about [their main goal / biggest struggle] before it recommends the program and sends the link."

**What happens:** Claude builds an agent that opens with a warm question, listens to the lead's answers, and then makes a tailored recommendation and sends your checkout link. Claude confirms the setup before it goes live and tracks every version so you can roll back if needed.

**Tips:**
- Tell Claude the two or three questions that most help you qualify a lead ("Are you a beginner or advanced?").
- Share what you usually say when someone says "I'll think about it" — the agent can handle those objections in your voice.

---

### Get a premium agent that closes the sale right in the DM

**What you get:** An agent that has one deep, empathetic conversation with the lead and closes the sale inside the DM — no call required. It can send voice notes or video as part of the conversation.

**When to use it:** Your offer is $1,000 or more and your buyers need to feel truly understood before they commit. The buying decision happens through connection, not just information.

**Just say:**
> "Build me a deep-nurture agent for my [high-end mentorship / premium retreat / 1:1 program]. The price is [$2,500]. I want it to really listen, be warm, and close in the DM — not push people to a call."

**What happens:** Claude builds an agent designed for longer, relationship-style conversations. It reads the emotional temperature of each reply and adapts. Claude confirms before it goes live and logs the setup so nothing is ever permanently changed without a way back.

**Tips:**
- Share a few real DMs where you closed a premium client — the agent will study your tone and pacing.
- Tell Claude if you want it to offer a voice note or video message at a certain point in the conversation.

---

### Get a setter agent that books calls for your high-ticket offer

**What you get:** An agent whose only job in the DM is to qualify the lead and book them onto your calendar — it never tries to sell the price or close the deal in chat.

**When to use it:** Your offer is $1,000 or more and the sale happens on a Zoom or phone call. You want a consistent flow of qualified leads showing up to your calendar, not half-sold leads who ghost.

**Just say:**
> "Build me a setter agent for my [done-for-you service / mastermind / high-ticket coaching]. The price is around [$5,000]. It should qualify people with a few questions and then book them on my calendar: [your booking link]."

**What happens:** Claude builds an agent that asks your qualifying questions, screens out bad fits politely, and sends your booking link to the right people. It confirms the full setup with you before going live.

**Tips:**
- Tell Claude your two or three must-pass criteria for a qualified lead (e.g., "They should have a business already generating revenue").
- Tell it what to say to someone who isn't a fit — a kind redirect keeps your reputation intact.

---

### Get a community agent that nurtures and replies without selling

**What you get:** An agent that responds to DMs and comments with genuine value — answers questions, sparks conversation, and builds connection — without pushing any offer.

**When to use it:** You're growing an audience, running a free community, or want to stay present in your DMs without selling anything yet. Great for creators who want every follower to feel seen.

**Just say:**
> "Create a community agent that replies to DMs and comments on my page. It should be warm and helpful, share value about [your topic / niche], and NOT try to sell anything. Just nurture relationships."

**What happens:** Claude builds a friendly, on-brand agent that keeps conversations going and makes followers feel heard. It confirms the setup before going live. You can add a selling mode later when you're ready.

**Tips:**
- Share a few sentences about your values or how you want to come across — "I'm direct but warm, I don't do hype."
- You can always ask Claude to add a soft CTA later (e.g., "If someone asks about working together, mention the waitlist").

---

### Get a waitlist agent that captures interest before your launch

**What you get:** An ultra-short agent that grabs leads' interest, sends your freebie or early-access resource, and holds them warm until you open the doors.

**When to use it:** You have a launch coming up and you want to collect warm leads now. The agent doesn't sell — it just confirms interest and delivers the freebie.

**Just say:**
> "Build a waitlist agent for my upcoming [course / program / product] launch. When someone shows interest or comments, it should send them [your free guide / waitlist link] and let them know we open on [date or 'soon']."

**What happens:** Claude builds a compact agent that captures the lead's intent, sends your resource, and keeps the tone excited but low-pressure. Claude confirms everything before it activates. You can update the messaging as your launch date gets closer.

**Tips:**
- Give Claude a short line about the transformation your offer delivers — the agent will use it to build excitement without overselling.

---

### Get a support agent that answers common questions

**What you get:** An agent that handles your most-asked questions automatically — how it works, how to access it, refund policy, next steps — so you stop answering the same DMs over and over.

**When to use it:** You have an existing offer or community and your DMs are full of the same five questions. This frees up your time and makes sure every customer gets a fast, consistent answer.

**Just say:**
> "Create a support agent for [my course / my membership / my coaching]. It should be able to answer these common questions: [paste your FAQs or just describe them]. If someone asks something it can't answer, it should tell them to [email you / DM a human on your team]."

**What happens:** Claude builds a patient, helpful agent loaded with your answers. It escalates gracefully when someone asks something outside its knowledge. Claude confirms the setup and you can add or update answers any time by just telling it.

**Tips:**
- Paste your actual FAQ page or a few real support DMs — the agent will learn the exact language your customers use.
- Tell Claude what the "escalation" line should sound like ("I'll pass this to the team — expect a reply within 24 hours").

---

### Clone my voice from my real chats

**What you get:** Your agent sounds unmistakably like you — your slang, your rhythm, your humor — because it learned directly from your actual messages.

**When to use it:** You're about to build any type of agent and want it to match your tone exactly, not sound like a generic chatbot. Works best when you have at least 10–20 real DM exchanges to share.

**Just say:**
> "Before we build the agent, I want to make sure it sounds like me. Here are some real DMs I've sent — [paste 10–20 examples of your actual replies]. Use these to copy my voice and style."

**What happens:** Claude reads through your messages, picks up your patterns (how you open, how you encourage, how you close), and weaves them into the agent's personality. You can paste more examples at any point to sharpen the match.

**Tips:**
- Include a variety: openers, objection handling, excited replies, and polite "not a fit" responses.
- If your audience is in a different language than English, share examples in that language too.
- After the agent is live, test it with a DM and tell Claude "it doesn't sound like me when someone asks X" — it will adjust.

---

### Not sure which type fits your offer?

**What you get:** Claude listens to what you're selling and at what price, picks the right sales motion for you, and explains its reasoning in plain language before it builds anything.

**When to use it:** You're new to this, or your offer doesn't fit neatly into one box, or you just want a second opinion on the best approach for your business right now.

**Just say:**
> "I'm not sure what kind of agent I need. My offer is [describe it in a sentence]. The price is [price]. Can you recommend the best type and tell me why?"

**What happens:** Claude asks a couple of follow-up questions if needed (audience size, how you currently sell, how hands-on you want to be), then recommends one of the four approaches and explains the fit. You approve it, and then it builds. Nothing is created until you say go.

**Tips:**
- Be honest about your price — the right motion depends a lot on the number. A $97 course and a $97/month membership behave very differently in DMs.
- You can ask "what if I want to change it later?" — Claude will explain how easy it is to switch motions once the agent is live.

---

### After it's built: the automation behind your agent

**What you get:** A finished agent isn't just a good prompt — it's the prompt *plus* the
automation that makes it behave like a real assistant. As part of building, Claude sets up
three things with you so the agent knows when to act and when to stop:

- **What to track** (custom properties) — the signals your agent watches for, like "showed
  interest", "shared their phone", or "booked a call." Most of these already exist
  automatically; Claude reuses them instead of creating duplicates that get out of sync.
- **When to follow up** — gentle nudges to people who went quiet, but *only the right people*.
  Claude ties follow-ups to the signals above so they reach interested leads and **never** get
  sent to a brand pitching you, a personal message, or someone who already booked.
- **When to stop** — once someone books (or whatever "done" means for your offer), the agent
  goes quiet automatically. No awkward double-messaging a lead you already won.

**Why it matters:** Without this, an agent can keep messaging people after they've booked, or
follow up on conversations that were never real leads. Setting it up at creation is the
difference between a demo and a system you can trust running on its own.

**Just say:**
> "Now that the agent is built, set up the tracking, follow-ups, and the stop-after-booking
> rule for me — and tell me what each one does."

**Tips:**
- You can ask Claude to *show* you the current setup any time: *"what's my agent tracking, and
  what makes it stop?"*
- Already have an older agent that skipped this? Just say *"audit my agent's automation and
  fix what's missing"* — Claude can add it after the fact.

---

### Greet new leads with a welcome sequence

**What you get:** the first thing a brand-new lead sees is a short, ordered set of messages you design — a warm welcome that lands before the agent takes over the conversation.

**When to use it:** you want every new conversation to open the same strong way — set the tone, deliver a quick promise or freebie, then hand off — instead of leaving the very first impression to chance.

**Just say:**
> "When a brand-new lead arrives, send a two-message welcome — first 'Hey, so glad you're here!', then a quick line about what I do — before the agent starts."

**What happens:** Claude sets up the welcome messages in the order you want and confirms them with you. New leads get the sequence automatically, then the agent picks up the conversation naturally.

**Tips:**
- Keep it to one to three short messages — a long intro wall makes people bounce.
- The agent still adapts after the welcome; this just guarantees a consistent opening.

---

### Route leads to the right agent automatically

**What you get:** one front door that reads what each lead wants and hands them to the right specialist — sales questions to your sales agent, help requests to your support agent.

**When to use it:** you run more than one agent and want leads to reach the right one without anyone choosing manually or copying conversations around.

**Just say:**
> "Set up routing: if a lead asks about buying, send them to my sales agent; if they need help, send them to my support agent."

**What happens:** Claude sets up an intent router in front of your agents, confirms the rules and a fallback agent for anything that doesn't clearly match, and asks before activating it. Each lead is read once and sent down the right path.

**Tips:**
- Always set a default agent for messages that don't fit a rule, so nobody is left without a reply.
- You can add more routes later as you add agents — just describe the new rule.
- There are two flavors: the AI reads each message and routes by intent (above), or *you* write the rules yourself — "if a contact is marked VIP, send them to my senior agent." Ask for rule-based routing when you want to control the logic directly.

---

### A/B test two agents against each other

**What you get:** new leads are split between two versions of your agent so you can see which one actually books more — a real head-to-head, not a guess.

**When to use it:** you have two approaches — a different opener, a different qualifying flow, a different offer framing — and want data on which wins before committing.

**Just say:**
> "Split my incoming leads 50/50 between agent A and agent B so I can compare booking rates."

**What happens:** Claude sets up the split, confirms the two agents and the share each gets, and activates it after your go-ahead. Each lead stays with the version they were assigned, and you compare the results later in your analytics.

**Tips:**
- Change just one thing between the two agents — that way you know what caused the difference.
- Let it run long enough to gather real numbers before you pick a winner.

---

### Let the agent book calls and use your tools directly

**What you get:** beyond *sending a link*, the agent can take real actions mid-conversation — book an appointment straight into your calendar, flag a chat for a human, or reach one of your own systems through a connection you set up.

**When to use it:** you want the agent to *do* things, not just talk — book the call itself (Google Calendar, Calendly, GoHighLevel), hand off to you when a conversation needs a person, or look something up in an external system.

**Just say:**
> "Connect my Google Calendar so the agent can book calls directly in the chat."

Or:

> "Add a 'needs a human' action so the agent flags me when a lead asks something it can't handle."

**What happens:** Claude wires up the tool you ask for, confirms what it does and when the agent should reach for it, and asks before activating. The agent then uses it as a natural part of the conversation.

**Tips:**
- Booking in-chat (instead of sending a scheduling link) tends to convert better — one less click for the lead.
- The human-handoff flag pairs well with the alerts on the [Automation & follow-ups](automation-and-follow-ups.md) page.
- Reaching an external system needs its details (an API endpoint, or your account connected under Integrations) — Claude tells you exactly what to provide.

---

### Make my agent feel more human — reply timing and message length

**What you get:** two small levers that make the agent read less like a bot — a short, natural pause before it replies, and long answers broken into a few shorter messages instead of one wall of text.

**When to use it:** replies feel instant and robotic, or the agent sends big paragraphs that get skimmed. A beat before replying and bite-sized messages feel much more like a real person typing.

**Just say:**
> "Make my agent wait a few seconds before replying, and split longer answers into 2–3 shorter messages."

**What happens:** Claude sets a reply delay (a random range you choose, from a few seconds up to a few minutes) and turns on message chunking so long replies arrive as a short burst of messages instead of one block. It confirms both before saving.

**Tips:**
- A small random delay (say 5–20 seconds) feels human; too long and leads think you ghosted them.
- Message length and splitting is a platform setting, not something to force with prompt rules — let Claude set the lever instead of writing "reply in 2 messages" into the agent.
- Pair a gentle delay with 2–3 chunks for the most natural rhythm.

---

### Reference: the exact shape of each section

You never write these by hand — Claude authors and deploys them — but here's the precise shape of
each section, so it's unambiguous what belongs where. An agent is a **system prompt plus 8 sections**:
four are plain writing, four are structured data. (These shapes mirror `agents/_TEMPLATE/sdk/` and
every `agents/sample-*` in the project — those files are the source of truth.)

**Written sections (markdown, no fixed schema):**

- **`system`** — the system prompt: who the agent is, its voice, the conversation flow, its
  principles, and the tools it can use. *(never empty)*
- **`examples`** — 10+ real or adapted conversations, turn by turn. The highest-leverage section
  for tone and flow. *(never empty)*
- **`knowledge_base`** — internal facts and context the agent reasons from but never sends verbatim:
  methodology, differentiators, background. *(never empty)*
- **`objections`** — how to answer the objections leads raise (price, time, "is this legit?"), one
  block per objection.
- **`personal_story`** — the creator's background, milestones, and voice cues the agent can draw on.

**Structured sections (JSON, fixed shape):**

`keywords` — the words that trigger the agent, each with how it matches:

```json
{
  "keywords": [
    {
      "keyword": "TRADE",
      "match_type": "keyword_only",
      "condition": "isolated_or_clear",
      "literal_response": null,
      "send_without_permission": false
    }
  ]
}
```
- `match_type` — how strictly the word must match (e.g. `keyword_only`).
- `condition` — when it should fire (e.g. `isolated_or_clear` = only when sent on its own or clearly).
- `literal_response` — a fixed canned reply, or `null` to let the agent respond naturally.
- `send_without_permission` — whether the agent may send the linked resource without asking first.

`program` — the offer the agent sells:

```json
{
  "name": "Program name",
  "type": "high_ticket | low_ticket | membership | service",
  "price": "price, or 'in call'",
  "price_disclosure": "NEVER_by_chat | yes_after_exploration",
  "description": "what it is",
  "ideal_for": ["signal"],
  "buyer_persona": { "description": "who", "problems_solved": ["pain"] },
  "call": { "type": "call type", "booking_url": "https://...", "description": "when offered" }
}
```

`resources` — every link or file the agent can send, indexed by topic:

```json
{
  "other": {
    "booking": {
      "url": "https://...",
      "type": "booking | payment | contact",
      "title": "Human-readable title",
      "topics": ["call", "booking"],
      "description": "when and how the agent shares this"
    }
  },
  "topic_index": { "call": ["booking"] }
}
```
- Each entry lives under `other` with a unique key; `topic_index` maps a topic to the keys that serve it.

`case_studies` — success stories the agent can cite (or `[]` if none):

```json
[
  {
    "name": "Client",
    "condition": "starting situation",
    "summary": "transformation / result",
    "tags": ["vertical", "outcome"]
  }
]
```

**Which can be empty:** `system`, `examples`, and `knowledge_base` always carry real content, and at
least one of `keywords` / `program` is filled. The rest (`objections`, `personal_story`, `resources`,
`case_studies`) may be empty (`[]` or minimal) when they don't apply — but they're still part of the
complete set. A config that is *only* `keywords` is incomplete. Want a full worked example? Every
sample agent is complete — just say *"show me the resources section of the finance sample."*

---

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