06 / VOICE & TONE
Confident, human, and never louder than necessary.
CLEAR
Say the useful thing first.
Example: “Your files are ready to download.”
WARM
Write like a thoughtful host.
Example: “Here’s a simple place to begin.”
PRECISE
Choose specific, concrete language.
Example: “The workshop begins at 10:00.”
CALM
Never perform urgency.
Example: “Take the time you need to decide.”
BEFORE
AFTER
Act now for a better solution.
Choose the plan that fits today’s work.
We make innovation happen.
We build useful systems for real teams.
An amazing experience awaits.
A calmer way to get things done.
DO
• Lead with the useful sentence
• Use the reader’s own words
• Keep sentences under 20 words
DON’T
• Manufacture urgency
• Use “revolutionary”, “seamless”, “cutting edge”
• Explain what the reader already knows
STUDIO / BRAND Next: Downloads →