BM—13.5 / WHAT IT ASKS YOU, EXACTLY / EN Article · from the machine

What it asks you, exactly.

Published30.08.2026

AuthorAli · Boosted Mode

Reading8 min

From the seriesWriting · BM—13

Twenty-three questions. Eight are required. The rest can be left blank — and this page says what you lose if you leave them.

Any tool that writes in your place needs to know something about you. Most of them ask for “a few details about the brand” and leave you in front of an empty box. An empty box is a question with no good answer: you write whatever comes to mind, and what you write there decides everything produced after it.

We ask the questions one by one, in a single sitting. Below is the whole list, in the real order from the form, with what each answer does after you press Save.

The orange stripe means required, the grey one can be left blank, and the line on the right shows where the answer lands: the name as written in the code, not a paraphrase. This article's argument isn't that there are many questions — it's that they are few, concrete, and each one has a consumer.

01 — The first group BM—13.5.1 / GOALS

Three questions, none of them required.

A brand can produce content without them. But without them, everything that comes out sounds good and leads nowhere — there is nothing to measure it against.

Where you want to be in 12 months Concrete, not “more clients”. 40 new patients a month is an answer; growth is not.

→ obiective.tinta

The number that matters If you could follow a single number, which would it be.

→ obiective.cifra

What you've already tried that didn't work The only question in the whole form that exists to protect you: so we don't propose a second time something you've already paid for once.

→ obiective.ce_nu_a_mers

02 — The second group BM—13.5.2 / BRAND

Ten questions, six of them required — and all the required ones are here, except two.

The part that decides how everything after it sounds and looks. Adjectives on their own fit anyone; the example does all the work.

Required Can be left blank

Brand name How it shows up in front of your clients, not the name on the paperwork.

→ name

How the brand speaks Two or three adjectives and one example. The example does all the work; adjectives on their own fit anyone.

→ voce

What must NEVER appear Forbidden words, promises or subjects. It holds for every piece, not only the first.

→ de_evitat

What you want done differently from now on The pair of the one above, not a repeat of it: that one takes bans, this one takes corrections. Too long, cut them in half. Don't open with a question. Examples from the practice, not generalities.

→ ce_vreau_altfel

Primary colour In #RRGGBB format.

→ colors.primary

Secondary colour In #RRGGBB format.

→ colors.secondary

Accent colour The one that shows up rarely and loudly: buttons, underlines.

→ colors.accent

The font From the list we carry with us into rendering, so the piece looks the same on any screen.

→ fonts.display

Site The address, if there is one.

stays in the account

Instagram The handle only, without the @.

stays in the account

Row 07 is the newest in the whole form — added on 30 August 2026, because there was no place for the correction you usually say once, in a chat, where it dies. The person looking at the third piece doesn't have a forbidden word in mind, they have a feeling. Written in the box, the feeling enters the profile and holds for every piece after it.

03 — The third group BM—13.5.3 / OFFER

Five questions, two of them required. Two of them are lists.

This is where it's decided what kind of pieces make sense for you: what works for a practice doesn't work for a shop.

What kind of business this is Chosen from a list, not written freely.

→ categorie

What you sell, briefly One sentence you'd say on the phone, not a paragraph off a website.

→ oferta.ce_vinzi

Who you sell to Who pays, concretely. Not “everyone”.

→ oferta.public

Your offers, one by one A repeatable list: name, who it's for, price, what it includes. One row per service.

→ oferta.oferte

Your client types, one by one A repeatable list: what you call them, who they are concretely, what hurts them, what objection they raise.

→ oferta.icp

Row 18 is the one people skip, and it's the one that changes the result the most. Two different people are not convinced by the same sentence. If you write them both into the same paragraph, the piece that comes out is for neither of them.

It's also the only place in the form where more really does mean better: two client types written seriously produce two series of pieces that look nothing alike. One type written in a hurry produces, just as reliably, a single average voice.

04 — The fourth group BM—13.5.4 / WHO YOU ARE

Five questions, none of them required. The part that can't be copied from a competitor.

Zero required — and this is still where the biggest difference sits, between content that sounds like you and content that sounds like any agency.

The moment you started What happened before you began. That day, not that year.

→ cine_esti.moment_zero

What you believe that the rest of your field doesn't The thing you'd say in a room full of competitors and be left standing alone.

→ cine_esti.crez

How you work, concretely The steps a person goes through after choosing you.

→ cine_esti.cum_lucrezi

What you never do, and why Not what you can't do — what you could do and refuse to.

→ cine_esti.ce_nu_faci

Who you said no to, and why A client you turned away says more about you than ten who stayed.

→ cine_esti.cui_ai_spus_nu

05 — What happens to the answers BM—13.5.5 / WHERE THEY LAND

Twenty-one out of twenty-three end up in what the engines read when they write.

The column to the right of every row above isn't an illustration. That is what the place the answer lands in looks like, in the code.

The two that stay in the account are the website and the Instagram handle — which are exactly the ones with no business being in the voice. The other twenty-one go into the material each piece is composed from.

We know this that precisely for an unpleasant reason: until 25 August 2026, five of the questions were collected and no engine read them. We saved them correctly and they went nowhere. Among them, “What must NEVER appear” — which is to say the client's own bans.

We fixed it, and since then the rule sits written at the head of the file that composes the material: what doesn't reach the prompt doesn't exist. That's why every row on this page has a destination written beside it — a field with no consumer is a field that lies politely.

06 — The second layer BM—13.5.6 / WHAT HAPPENED TO YOU

The form is filled in once. What happened to you this week can be added at any time.

If the profile stood alone, the engines would write forever from the same material, and the repetition would show from the third piece on.

That's why there is a second layer, separate: short notes, added as they happen. A conversation with a client. An objection heard for the third time. A number. A mistake. On every order, the system takes the five oldest unused ones and puts them beside the profile.

Two details that look small and aren't. The oldest first, not the newest — otherwise a busy week keeps something written a month ago waiting in the queue forever. And a note is marked used only after the piece exists: if it were marked at selection, a failed run would burn the story without producing anything.

07 — How long it takes, and what it doesn't guarantee BM—13.5.7 / LIMITS

The eight required ones: a few minutes. The whole form, with the lists filled in seriously: one sitting.

Nothing is lost in the meantime — it saves in pieces and shows you what's still missing for it to be complete.

A complete profile doesn't guarantee a good piece. It guarantees the piece is about you — the rest depends on the subject, the format and what you have to say that month.

And if you leave the five questions in “Who you are” blank, the system will work: it will write correctly, about your company, in the voice you chose. It's just that anyone in your field could sign the result.

The numbers on this page can be recounted: they are read from the file that holds the form, not estimated. If a question is added tomorrow, this page changes — the question doesn't get hidden.

What a Brain is The short page: what the system remembers about you, and why it's the foundation rather than one more module. August, to the point What was built, what broke, what we threw away. Including the day row 07 was added. Written in Romanian.

You see the whole form before you pay for anything.

That's all of it: twenty-three questions, eight required, each with a place where it lands. If that seems little for what it produces afterwards, that's exactly the reaction we're after — the raw material already exists in what you do, what's missing is the mechanism that turns it into pieces.

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