Expression
Voice
The written rules for every sentence the brand publishes.
The voice is one person talking, at an eighth-grade reading level, in public. Short sentences. Concrete nouns. Numbers where there are numbers. If a line could have been written by any brand in the category, it gets cut.
Instead of / write
Unlock your full potential with our proven framework.
Here is the system I use. It works about 70% of the time.
Named, measured, and it admits a failure rate.
I'm thrilled to announce...
This shipped today.
The announcement is the news. The feeling is not.
My heart was racing as the deploy went out.
Honestly, I was nervous about this one.
Name the feeling. Do not perform it through the body.
We leverage cutting-edge AI to deliver transformative results.
It reads the transcript and writes the first draft. I rewrite about half.
Say the mechanism. Every abstraction hides whether it works.
Never
Rules
Do: Write at an eighth-grade reading level for anything public-facing.
Do: Use the specific number, date or tool name rather than a vague allusion.
Do: Name a feeling plainly when it matters. One clause, then move on.
Do: Let a story end without a stated moral. The reader can do that part.
Do not: Do not open with “I'm excited to share”. Start with the thing.
Do not: Do not stack three adjectives where one works.
Do not: Do not perform emotion through the body — no racing hearts, no tight chests.
Do not: Do not end every piece the same way. Repetition of shape is its own tell.
Approved bios, taglines and boilerplate are in the copy library.