{ "schemaVersion": 1, "organization": "6am", "version": "0.7.0", "locale": "en", "toneOfVoice": { "status": "Pilot · ready for review", "intent": "Help people running a business understand what we do, make a decision and know what happens next.", "headline": "Good work starts with a clear conversation.", "intro": "We speak to people with orders to deliver, customers to serve and a business to run. Our words should make their next decision easier.", "voice": "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.", "audience": "Business owners and the people who keep their operations running. Respect their expertise; explain our work without assuming they know marketing or software terminology.", "principles": [ { "id": "clear", "title": "Say what matters.", "description": "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.", "do": [ "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." ], "before": "We leverage an integrated acquisition ecosystem to unlock your growth potential.", "after": "Help customers find your business, understand your services and get in touch.", "why": "The reader can picture the purpose without translating agency jargon." }, { "id": "human", "title": "Talk like a person.", "description": "Sound like a capable colleague sitting beside the business owner. Be warm, attentive and straightforward. Respect the effort behind the business.", "do": [ "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 ], "avoid": [ "Talking down to people or calling their business outdated.", "Forced slang, fake intimacy or jokes during a problem.", "Blaming the customer for an error." ], "before": "User input failed validation. Resubmit compliant data.", "after": "Enter your email in this format: name@company.com.", "why": "Give useful help without making the person feel at fault." }, { "id": "credible", "title": "Back up the promise.", "description": "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.", "do": [ "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." ], "before": "Get to number one on Google and double your sales.", "after": "We review how your business appears in search, identify what needs work and agree on the first changes.", "why": "Describe the service without inventing an outcome or timeline." } ], "contexts": [ { "id": "website", "name": "Website and service pages", "tone": "Direct, welcoming and specific.", "detail": "Lead with the business need; explain scope before asking for a decision.", "goal": "Explain a service and help the reader choose a next step.", "before": "The ultimate all-in-one solution for unstoppable success.", "after": "Already have a website? We can assess your current setup and plan the search improvements it needs.", "why": "A familiar question, an understandable service and a practical next step." }, { "id": "social", "name": "Social posts and campaigns", "tone": "Lively and conversational, with room for a small smile.", "detail": "One idea per piece. Let the caption add context instead of hiding the point.", "goal": "Start a useful conversation about an everyday business problem.", "before": "Your competition is crushing you. Act now before it’s too late!", "after": "Your next customer may be searching while you’re serving the current one. Can they find your opening hours?", "why": "Use a recognizable situation, not fear or mockery." }, { "id": "proposal", "name": "Proposals and onboarding", "tone": "Reassuring, organized and explicit.", "detail": "State deliverables, responsibilities, dependencies and the agreed next step.", "goal": "Explain what is included and what is needed to start.", "before": "Relax. We handle everything.", "after": "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": "Make each side’s responsibility clear without promising an undefined scope." }, { "id": "report", "name": "Progress and results", "tone": "Factual, readable and constructive.", "detail": "Separate work done, measured outcomes, missing data and next actions.", "goal": "Explain progress without confusing activity with business results.", "before": "Visibility is up. Your growth engine is working.", "after": "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": "Make the distinction between an action and an outcome easy to understand." }, { "id": "support", "name": "Support, errors and delays", "tone": "Calm, empathetic and accountable. No humor.", "detail": "Say what happened, what the person can do and when to expect a confirmed update.", "goal": "Help someone recover from a problem with a clear next step.", "before": "Oops! Something went wrong. Try your luck again.", "after": "We couldn’t send your request. Your answers are still here. Please try again.", "why": "Use this wording only if answers really are preserved and retry is available. Otherwise describe the actual recovery path." }, { "id": "partners", "name": "Partners and white-label work", "tone": "Collaborative, precise and respectful of the client’s brand.", "detail": "Name who speaks, who delivers and who handles the next step.", "goal": "Coordinate work through a partner without confusing brand ownership.", "before": "The 6am way is the only way your clients should communicate.", "after": "Let’s confirm the client’s voice, the scope and who reviews the work before we start.", "why": "When writing for a client, their voice takes precedence. Do not add a 6am signature by default." } ], "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." ], "vocabulary": [ { "term": "Leads", "use": "People who get in touch, enquiries or potential customers.", "note": "Use “leads” with a team that already uses the term." }, { "term": "Conversion", "use": "The actual action: a booking, a request or a purchase.", "note": "Name what you are measuring." }, { "term": "SEO", "use": "Help people find your business in search.", "note": "Explain the term, then use SEO when useful." }, { "term": "Automation", "use": "Describe the task: send a reminder after a booking.", "note": "Mention only behavior the service actually supports." }, { "term": "AI-powered", "use": "Explain what AI helps do and what a person reviews.", "note": "Technology is a means, not evidence of a better result." }, { "term": "Full service", "use": "List what is included and what needs a separate scope.", "note": "Do not use “everything” as a substitute for scope." } ], "review": [ "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?" ], "ui": { "eyebrow": "Foundations / Tone of Voice", "principles": "Three principles. One recognizable voice.", "do": "Put it into practice", "avoid": "Avoid", "before": "Instead of", "after": "Write like this", "why": "Why it works", "contexts": "The same voice. A tone that fits the moment.", "contextIntro": "These are writing examples, not evidence of delivered results or commitments. Adapt facts, scope and product behavior before use.", "rules": "The everyday writing rules.", "vocabulary": "Translate the jargon into the work.", "term": "Term", "use": "Make the meaning clear", "note": "When it helps", "review": "Before it goes out.", "ai": "Take the voice into your next brief.", "aiIntro": "Choose the situation and supply the facts. This builds a prompt for your AI; it does not generate or approve copy.", "context": "Where will this be used?", "audience": "Who are you speaking to?", "goal": "What should this message help them do?", "facts": "Confirmed facts and limits", "factsHint": "Scope, dates, evidence and anything that must stay unchanged. Leave blank if not confirmed.", "next": "The next step, if there is one", "nextHint": "Name the real action or destination. Leave blank for informational messages.", "prompt": "Your writing brief", "copy": "Copy writing brief", "download": "Read voice rules · JSON", "empty": "Enter the audience and purpose to prepare the brief.", "limit": "Keep each field within 2000 characters.", "local": "The brief includes the rules directly, so it can be used without opening external references. Your inputs are not saved when you leave.", "status": "Examples and guidance are ready to use as a pilot. Brand-owner approval and review of live communications are still pending." } } }