Section reviewNeeds work1 met · 1 to improve · 1 to review+
What is in place, what needs improving, and what still needs a closer look. Each status refers only to the criterion below; it is not approval of the whole section.
Implementation inventory · 2026-09-08 · v0.7.0 · Brand approval not recorded
Meets criterion
The voice has practical principles, writing rules and contextual examples.
Three principles, six situations, terminology guidance and a portable AI brief are available in the catalog.
Read-only record. Updates are versioned with the design system; copying a brief does not change a status.
Foundations / Tone of Voice
Good work starts with a clear conversation.
We speak to people with orders to deliver, customers to serve and a business to run. Our words should make their next decision easier.
Our voice stays clear, human and grounded in the work. Tone changes with the moment: a campaign can smile; a service failure needs calm, precise help.
Business owners and the people who keep their operations running. Respect their expertise; explain our work without assuming they know marketing or software terminology.
Three principles. One recognizable voice.
01
Say what matters.
Start with the person’s question. Explain the work and its practical purpose, then give a useful next step. Keep the context people need to decide.
Put it into practice
Lead with the point and use active verbs.
Connect a feature to an everyday business situation.
Use short paragraphs; keep details that change the decision.
Avoid
A headline full of promises followed by a list of unexplained metrics.
Agency language that sounds impressive but hides the work.
Cutting so much that the reader has to guess.
Instead of
We leverage an integrated acquisition ecosystem to unlock your growth potential.
Write like this
Help customers find your business, understand your services and get in touch.
Why it works: The reader can picture the purpose without translating agency jargon.
02
Talk like a person.
Sound like a capable colleague sitting beside the business owner. Be warm, attentive and straightforward. Respect the effort behind the business.
Put it into practice
Use “you” and “we” when they make responsibility clear.
Recognize the situation before offering advice.
Use light humor when the moment welcomes it.
Avoid
Talking down to people or calling their business outdated.
Forced slang, fake intimacy or jokes during a problem.
Blaming the customer for an error.
Instead of
User input failed validation. Resubmit compliant data.
Write like this
Enter your email in this format: name@company.com.
Why it works: Give useful help without making the person feel at fault.
03
Back up the promise.
Be specific about the work we can commit to. Use evidence for results and explain what is still uncertain. Confidence comes from knowing the details.
Put it into practice
Separate completed work, observed results and the next action.
Give a source and period when using numbers.
Name an unknown and explain how it will be checked.
Avoid
Guaranteed rankings, invented results or unsupported superlatives.
Presenting a study, prototype or planned feature as ready.
Turning uncertainty into a footnote nobody can understand.
Instead of
Get to number one on Google and double your sales.
Write like this
We review how your business appears in search, identify what needs work and agree on the first changes.
Why it works: Describe the service without inventing an outcome or timeline.
The same voice. A tone that fits the moment.
These are writing examples, not evidence of delivered results or commitments. Adapt facts, scope and product behavior before use.
Website and service pages+
Direct, welcoming and specific. Lead with the business need; explain scope before asking for a decision.
Instead of
The ultimate all-in-one solution for unstoppable success.
Write like this
Already have a website? We can assess your current setup and plan the search improvements it needs.
Why it works: A familiar question, an understandable service and a practical next step.
Social posts and campaigns+
Lively and conversational, with room for a small smile. One idea per piece. Let the caption add context instead of hiding the point.
Instead of
Your competition is crushing you. Act now before it’s too late!
Write like this
Your next customer may be searching while you’re serving the current one. Can they find your opening hours?
Why it works: Use a recognizable situation, not fear or mockery.
Proposals and onboarding+
Reassuring, organized and explicit. State deliverables, responsibilities, dependencies and the agreed next step.
Instead of
Relax. We handle everything.
Write like this
We’ll prepare the first draft. Please send your current logo files and confirm who will review it. We’ll agree on the review date together.
Why it works: Make each side’s responsibility clear without promising an undefined scope.
Progress and results+
Factual, readable and constructive. Separate work done, measured outcomes, missing data and next actions.
Instead of
Visibility is up. Your growth engine is working.
Write like this
We updated the service pages. Next, we’ll check whether more people find them in search and get in touch. We don’t have enough data to assess that yet.
Why it works: Make the distinction between an action and an outcome easy to understand.
Support, errors and delays+
Calm, empathetic and accountable. No humor. Say what happened, what the person can do and when to expect a confirmed update.
Instead of
Oops! Something went wrong. Try your luck again.
Write like this
We couldn’t send your request. Your answers are still here. Please try again.
Why it works: Use this wording only if answers really are preserved and retry is available. Otherwise describe the actual recovery path.
Partners and white-label work+
Collaborative, precise and respectful of the client’s brand. Name who speaks, who delivers and who handles the next step.
Instead of
The 6am way is the only way your clients should communicate.
Write like this
Let’s confirm the client’s voice, the scope and who reviews the work before we start.
Why it works: When writing for a client, their voice takes precedence. Do not add a 6am signature by default.
The everyday writing rules.
Write the first draft for a busy person, then read it aloud. Rewrite anything you would not naturally say.
Use sentence case for headings and controls. All caps are for short visual labels, not for shouting in body copy.
Prefer verbs and concrete nouns. Explain SEO, CRM or any other necessary term when first introduced to a non-specialist.
Use contractions in English when they sound natural. In Brazilian Portuguese, address the reader directly and keep a conversational rhythm; localize the meaning instead of translating word for word.
Use punctuation to clarify. Avoid strings of exclamation marks, ornamental emojis and invented urgency.
Give a CTA that names the next step: “Explore website services”, “Send your request” or “Review the draft”. Use only actions the destination actually supports.
For numbers and case studies, include the source, period and relevant limits. Use placeholders for missing facts in drafts, then resolve them before publication.
Never turn a business owner into a stereotype. Use examples from their work without making assumptions about age, technical ability or ambition.
Translate the jargon into the work.
Leads
People who get in touch, enquiries or potential customers.
Use “leads” with a team that already uses the term.
Conversion
The actual action: a booking, a request or a purchase.
Name what you are measuring.
SEO
Help people find your business in search.
Explain the term, then use SEO when useful.
Automation
Describe the task: send a reminder after a booking.
Mention only behavior the service actually supports.
AI-powered
Explain what AI helps do and what a person reviews.
Technology is a means, not evidence of a better result.
Full service
List what is included and what needs a separate scope.
Do not use “everything” as a substitute for scope.
Take the voice into your next brief.
Choose the situation and supply the facts. This builds a prompt for your AI; it does not generate or approve copy.
Scope, dates, evidence and anything that must stay unchanged. Leave blank if not confirmed.
Name the real action or destination. Leave blank for informational messages.
Pilot · ready for review
The brief includes the rules directly, so it can be used without opening external references. Your inputs are not saved when you leave.
Before it goes out.
Can the reader explain the main point after one read?
Does the copy sound respectful when spoken to a business owner?
Are the work, outcome and next step distinct and understandable?
Can every claim, number and commitment be supported?
Does the tone fit the person’s situation, especially if something went wrong?
Are technical terms explained and unnecessary words removed?
Do CTAs, error messages and promises match what the product actually does?
For client or partner work, is the correct organization speaking?
Examples and guidance are ready to use as a pilot. Brand-owner approval and review of live communications are still pending.
