Writing Knowledge

Writing Knowledge is where you configure how merchi.ai generates content for your products. These assets are bundled with the AI prompt to guide content generation, making this one of the most important settings to customize for optimal results.

Understanding Assets

Assets are pieces of information that guide the AI when generating content. When you process products, the selected assets are combined with the main prompt and sent to the AI service. Each asset type serves a specific purpose.

Asset Types

Text Assets

Rich text content that can include markdown formatting. Use this for detailed guidance that requires explanation and structure.

Creating Your Brand Tone of Voice

Your Brand Tone of Voice is one of the most important assets you’ll create. It tells the AI exactly how to write in your brand’s unique style.

Need help creating your Brand Tone of Voice?

We’ve created a free tool using Google Gemini that can analyze your website or existing brand guidelines and generate a comprehensive Brand Tone of Voice document for you.

Open Brand Tone of Voice Generator

Note: You’ll need to be logged into your Google account to use this tool. Simply provide your website URL or paste your existing brand guidelines, and it will generate a structured tone of voice document you can use directly in merchi.ai.

Best Practice Example - Brand Tone of Voice:

# Brand Tone of Voice Guidelines

## Brand Overview

### Who We Are
We are a contemporary fashion retailer specializing in quality everyday essentials for the modern family. Our customers value style, comfort, and durability without compromising on affordability.

### Our Mission
To make well-designed, quality clothing accessible to everyone, helping families feel confident and comfortable in their everyday lives.

### Target Audience
- **Primary:** Parents aged 25-45 shopping for their children (newborn to teens)
- **Secondary:** Young adults seeking affordable, stylish basics
- **Values:** Quality, practicality, sustainability, value for money

---

## Voice Characteristics

### Our Personality
| Trait | Description | Example |
|-------|-------------|---------|
| **Warm** | Friendly and approachable, like advice from a trusted friend | "Your little one will love the super-soft cotton feel" |
| **Confident** | Assured about quality without being boastful | "Crafted from premium organic cotton for lasting comfort" |
| **Helpful** | Focused on practical benefits and real-life use | "The elasticated waist makes dressing easy for busy mornings" |
| **Inclusive** | Welcoming to all families and body types | "Designed to move with your child through every adventure" |

### We Are NOT
- **Pretentious** - We don't use overly sophisticated language or fashion jargon
- **Pushy** - We inform, not pressure
- **Generic** - We avoid clichéd marketing speak
- **Exclusive** - We never make customers feel like outsiders

---

## Writing Style

### Sentence Structure
- **Vary openings** - Don't start every sentence the same way
- **Mix lengths** - Combine short, punchy sentences with longer descriptive ones
- **Active voice** - "This dress features..." not "This dress is featured with..."

### Paragraph Guidelines
- Keep descriptions to 2 paragraphs maximum
- First paragraph: Key features and what makes the item special
- Second paragraph: Styling suggestions or practical benefits

### Word Choice
| Instead of... | Use... |
|---------------|--------|
| Elevate | Enhance, complement |
| Transform | Update, refresh |
| Stunning | Beautiful, eye-catching |
| Must-have | Essential, go-to |
| Luxurious | Premium, quality |

---

## Color Descriptions

Use evocative, relatable color names that help customers visualize the actual shade:

| Basic Color | Our Description |
|-------------|-----------------|
| Pink | Soft blush pink, dusty rose, ballet pink |
| Blue | Sky blue, ocean navy, soft chambray |
| Green | Sage green, forest green, mint |
| Brown | Warm caramel, rich chocolate, soft tan |
| Grey | Soft slate, charcoal, silver grey |
| White | Crisp white, ivory, cream |

---

## Product-Specific Guidelines

### Children's Clothing
- Emphasize durability and ease of care
- Mention comfort features (soft fabrics, no scratchy tags)
- Highlight practical details (easy fastenings, room to grow)
- Use playful but not childish language

### Adult Clothing
- Focus on versatility and styling options
- Mention fit and silhouette benefits
- Include occasion suggestions
- Balance style with practicality

### Occasionwear
- Create a sense of occasion without being over-the-top
- Describe how the wearer will feel
- Suggest complementary items
- Be specific about special details (beading, lace, etc.)

---

## Examples

### Good Description ✓
"This charming floral midi dress brings effortless style to any occasion. Crafted from lightweight cotton with a flattering A-line silhouette, it features delicate puff sleeves and a subtle tie waist that creates a beautiful shape.

Perfect for garden parties, weekend brunches, or dressed down with trainers for everyday wear. The breathable fabric keeps you comfortable all day long."

### Bad Description ✗
"Elevate your wardrobe with this stunning must-have dress! Transform your look with this gorgeous floral number that will make you the envy of everyone. This luxurious piece is perfect for any fashionista looking to make a statement."

---

## Final Checklist

Before finalizing any product description, verify:
- [ ] Does it sound like our brand?
- [ ] Is it helpful and informative?
- [ ] Does it avoid banned phrases?
- [ ] Is the color described accurately?
- [ ] Are practical benefits mentioned?
- [ ] Would a customer understand what they're buying?

Best Practice Example - Customer Personas:

# Customer Personas

Use this asset to write product content that speaks to the right customer. When generating descriptions, styling advice, and occasion suggestions, consider which persona this product is most likely intended for and tailor the language accordingly.

---

## The Urban Professional
**Age:** 28–40 | **Lifestyle:** City-based, career-focused, time-poor

Shops for versatile pieces that transition between work and weekend. Prioritises quality, fit, and understated style over trend-led fashion. Will pay more for something that lasts and works across multiple occasions. Responds to copy that is direct, confident, and specific — she doesn't need to be told why fashion matters, she needs to know if this piece works for her life.

**Tone signals:** Practical, assured, specific. Mention versatility, occasion range, and care instructions. Avoid overly casual or playful language.

---

## The Conscious Parent
**Age:** 30–45 | **Lifestyle:** Family-first, value-conscious, sustainability-aware

Buying for children and sometimes herself. Durability and ease of care matter as much as style. Actively looks for organic or recycled materials. Sceptical of marketing language — trusts specifics over adjectives. Appreciates knowing exactly what a product is made from and how to wash it.

**Tone signals:** Warm, reassuring, factual. Lead with fabric and care benefits. Mention durability and practical details like fastenings and fit. Avoid hype.

---

## The Trend-Led Explorer
**Age:** 18–28 | **Lifestyle:** Social media native, fashion-forward, identity-expressive

Buys frequently at lower price points, led by trend and aesthetic. Wants to know how to style it and what occasion it suits. Responds to bold, energetic copy with cultural references and styling ideas. Less concerned with longevity, more interested in how a piece fits into a look or a moment.

**Tone signals:** Energetic, visual, culturally aware. Lead with styling potential and occasion. Use current language without being forced. Mention how it photographs or wears on different body types.

---

## The Considered Upgrader
**Age:** 40–60 | **Lifestyle:** Quality over quantity, building a capsule wardrobe

Buys less often but spends more per item. Wants to know why a piece is worth the investment — fabric quality, construction, fit, longevity. Not interested in trend justification. Responds to copy that respects her taste and experience. Avoids brands that talk down to her or try too hard.

**Tone signals:** Understated, authoritative, detail-rich. Focus on craftsmanship, fabric performance, and fit. Never use superlatives without evidence. Avoid anything that sounds like it's trying to impress.

---

## The Occasion Buyer
**Age:** 25–55 | **Lifestyle:** Buying for a specific event, not a habitual fashion shopper

Visits the site with a clear purpose — a wedding, a party, a holiday. May not shop frequently but has a high intent to purchase. Needs reassurance: will this work for my event? Will it fit properly? Can I return it easily? Responds to copy that validates the occasion and makes the decision feel safe.

**Tone signals:** Confident, reassuring, occasion-specific. Name the event type. Describe how the piece looks and feels worn. Include practical details like lining, stretch, and heel height compatibility.

List Assets

Simple one-item-per-line lists. These are parsed line-by-line by the AI, making them perfect for enumerated options.

Best Practice Example - Attributes List:

Age Range (e.g., 0-3 months, 3-6 months, 6-9 months, Toddlers, Kids, Teens, Adults)
Material (e.g., Cotton, Organic Cotton, Polyester, Recycled Polyester, Denim, Linen, Silk, Wool)
Pattern (e.g., Solid, Striped, Floral, Geometric, Dots, Checkered, Character Print)
Sleeve Length (e.g., Sleeveless, Cap Sleeve, Short Sleeve, 3/4 Sleeve, Long Sleeve)
Neckline (e.g., Crew, Round, V-Neck, Turtle, Square, Boat, Halter, Hooded)
Fit (e.g., Regular, Slim, Skinny Leg, Straight Leg, Wide, Boyfriend, Mom)
Fastening (e.g., Buttons, Zip, Pull-on, Snap Closure, Velcro, Elastic Waist, Drawstring)
Occasion (e.g., Casual, Formal, Party, School, Wedding, Everyday)

Best Practice Example - Stop Words & Phrases:

**BANNED Opening Words/Phrases - NEVER start descriptions with:**
- Elevate
- Transform
- Introducing
- Discover
- Step into
- Embrace
- Experience
- Indulge in

**Priority Opening Approaches (rotate between these):**
- Direct product description: "This [item] features..."
- Occasion-focused: "Perfect for [occasion], this [item]..."
- Benefit-led: "Feel [emotion] in this..."
- Detail-first: "[Specific detail] meets [another detail] in this..."

JSON Assets

Structured data in JSON format. Use this for hierarchical or complex structured data that needs to maintain relationships.

Best Practice Example - Product Taxonomy:

{
  "Apparel & Accessories": {
    "Clothing": {
      "Dresses": {},
      "Tops": {
        "Blouses": {},
        "T-Shirts": {},
        "Tank Tops": {},
        "Sweaters": {}
      },
      "Pants": {
        "Jeans": {},
        "Trousers": {},
        "Leggings": {}
      },
      "Outerwear": {
        "Coats & Jackets": {
          "Puffer Jackets": {},
          "Trench Coats": {},
          "Bomber Jackets": {}
        }
      }
    },
    "Shoes": {
      "Sneakers": {},
      "Boots": {},
      "Sandals": {}
    }
  }
}

Table Assets

Editable tables with CSV import support. Perfect for structured data with multiple columns.

Best Practice Example - Size Mapping:

Size Code	Label	Age Range
0-3M	0-3 Months	Newborn
3-6M	3-6 Months	Baby
6-12M	6-12 Months	Baby
12-18M	12-18 Months	Toddler

Creating Effective Assets

1. Click Add New Asset

2. Select the appropriate asset type

3. Enter a descriptive Purpose

4. Add your content following best practices

5. Click Save

Common Asset Purposes

Purpose	Asset Type	Description
Brand Tone of Voice	Text	Writing style guidelines and brand personality
Customer Personas	Text	Descriptions of your key customer types to guide tone and product focus
Taxonomy	JSON	Product category hierarchy for classification
Attributes List	List	Product attributes the AI should identify
Stop Words & Phrases	List	Words to avoid and preferred alternatives
Seasonal Trends	Text	Current fashion/product trends to reference
FAQ Templates	List	Common questions to generate for products

Languages Configuration

Below the assets section, you can configure your supported languages. The AI will generate content in all selected languages.

Adding Languages

1. Select a language from the dropdown
2. Click Add
3. Repeat for all languages you need

Primary Language

Select one language as your primary language. This determines the primary output language for content generation.

Removing Languages

Click the trash icon next to any language to remove it from your supported languages.

Best Practices

Be Specific with Examples

Instead of saying “use engaging language,” provide examples:

Good: "This effortlessly chic midi dress features..."
Bad: "Elevate your wardrobe with this dress..."

Structure Your Assets Clearly

Use headers, bullet points, and clear formatting to make assets easy for the AI to parse.

Include Negative Examples

Tell the AI what NOT to do. This is often more effective than only positive guidance:

DO: Start with product-specific details
DON'T: Start with generic marketing phrases like "Elevate your style"

Keep Assets Focused

Create separate assets for different purposes rather than one large asset:

• One asset for tone of voice
• One asset for attributes
• One asset for banned phrases
• One asset for taxonomy

Update Regularly

Keep your writing knowledge current with your brand evolution and seasonal trends. Fashion and style trends change, and your assets should reflect current guidance.

Test and Iterate

After creating or modifying assets:

1. Process a few test products
2. Review the generated content
3. Adjust assets based on results
4. Repeat until output meets expectations

How Assets Are Used

When you process a product, your assets are bundled with the system prompt:

1. The AI receives your main prompt template
2. Your selected assets are injected into the prompt
3. The AI analyzes product images and input data
4. Content is generated following your asset guidance
5. Output is structured according to your schema

This is why well-crafted assets are crucial - they directly influence the quality and accuracy of generated content.

Standards Packs for Taxonomy and Attributes

Rather than building your own taxonomy or attribute lists from scratch, you can use a Standards Pack — an industry classification system built directly into merchi.ai.

When a Standards Pack is active, the AI automatically identifies the correct classification for each product before generating content. The standard’s attribute definitions are then injected into the prompt, giving you structured, consistent, channel-ready output without any manual configuration.

Available standards include:

• Shopify Standard Product Taxonomy — retail, fashion, and general merchandise
• Google Product Taxonomy — Google Shopping and Merchant Center feeds
• ETIM — technical and industrial products
• GS1 GPC — FMCG, grocery, and supply chain

Standards Packs are account-level settings managed by the merchi.ai team. Your active packs are shown at the top of the Writing Knowledge settings page.

Learn more about Standards Packs

Next Steps

Once you’re comfortable with basic assets, explore these advanced topics:

• Advanced Writing Assets - Learn how to create sophisticated JSON assets for category-specific tone control, brand lexicons, and golden examples
• Template Variables (MSL) - Understand how to use dynamic variables like {{ASSETS}} and {{inputData.csv.column}} in your prompts