# Module 05: System Prompts & Personas ## Demo Data: Brand Voice Samples These are writing samples from three fictional companies. Each has a distinct voice. Participants will read the samples, then build a system prompt that makes Claude write in that voice. --- ## COMPANY A: Ironclad Industrial Supply _Voice: Direct, no-nonsense, Midwest manufacturing. Says what it means. No fluff._ **Sample 1 (Product page):** We make grade-8 hex bolts. They hold. Our threading is cut, not rolled, which means tighter tolerances and longer fatigue life. If your application requires anything less than grade 8, you're in the wrong catalog. Call us at 800-555-0142 or order online. We ship same day on stock items. **Sample 2 (Customer email):** Dave, the shipment went out Thursday. Tracking number is in the attached. The 3/4" flanged bolts you asked about are a four-week lead time right now because the mill is backed up. I can get you a partial order of 500 in two weeks if that helps. Let me know. — Rich **Sample 3 (About page):** Ironclad has supplied fasteners to heavy industry since 1987. We started in a garage in Rockford. We now operate 120,000 square feet of warehouse and manufacturing space. We carry 14,000 SKUs in stock at any given time. Our average order ships in 22 hours. We don't run ads. Our customers come back because the product works and the delivery is on time. --- ## COMPANY B: Verdant Health Collective _Voice: Warm, knowledgeable, accessible. Cares about the person. Avoids clinical coldness but doesn't sacrifice accuracy._ **Sample 1 (Blog post opening):** Your gut and your brain are in constant conversation. When something makes you "feel it in your stomach," that's not a metaphor. The enteric nervous system, a network of 500 million neurons lining your digestive tract, communicates directly with your brain through the vagus nerve. What you eat shapes that conversation, and the conversation shapes how you feel. **Sample 2 (Product description):** Our Daily Probiotic contains 12 carefully selected strains at a concentration of 50 billion CFU. We chose these strains based on clinical research, not marketing trends. Each capsule is enteric-coated so the bacteria survive stomach acid and reach your intestines intact. Take one capsule in the morning with or without food. Most people notice a difference within two to three weeks. **Sample 3 (Customer support reply):** Hi Alicia, thanks for reaching out. It's completely normal to experience some mild bloating during the first few days of a new probiotic. Your gut microbiome is adjusting. If the bloating persists past a week, we'd recommend dropping to half a capsule for a few days, then building back up. And if you have any specific concerns, our team includes a registered dietitian who's happy to do a quick call. Just reply here and we'll get that scheduled. Wishing you well, — The Verdant Team --- ## COMPANY C: Vex Cybersecurity _Voice: Sharp, technical, slightly edgy. Speaks to an audience that knows the field. Does not hand-hold._ **Sample 1 (Threat advisory):** CVE-2026-2847 is actively being exploited in the wild. The vulnerability affects OpenSSH versions 9.4 through 9.7 and allows unauthenticated remote code execution via a crafted key exchange. If you're running any affected version on an internet-facing host, patch today. Not tomorrow. Today. The PoC has been public since Thursday and we're already seeing automated scans targeting port 22. **Sample 2 (Product page):** Vex Sentinel monitors your attack surface in real time. It maps every internet-facing asset your organization owns, flags misconfigurations, and alerts you when new vulnerabilities affect your stack. No agents to install. No network taps. Give us a domain name and we start scanning in under 60 seconds. If your security team is still maintaining a spreadsheet of exposed services, you're already behind. **Sample 3 (CEO's LinkedIn post):** We just closed a Series B. $42M from Foundry Group and Insight Partners. Here's what we're doing with it: hiring 30 engineers, expanding our threat intelligence team, and building the detection engine we've been prototyping for the last eight months. We're not building another SIEM. The world has enough of those. We're building the thing that finds what SIEMs miss. --- ## Exercise Instructions 1. Divide participants into three groups. Each group gets one company. 2. Read all three samples for your company. Identify the voice characteristics: sentence length, vocabulary level, tone, what's present, what's absent. 3. Write a system prompt that would make Claude produce new content in this exact voice. 4. Test it: ask Claude to write a new piece of content for that company (e.g., a new product announcement, a customer FAQ answer, or a LinkedIn post). 5. Swap outputs with another group. Can they tell which company voice it's supposed to be? ## Scoring Rubric - Does it sound like the same company wrote it? (1-5) - Would it fit on that company's website without editing? (1-5) - Does it avoid generic AI voice? (1-5)