Voice & Tone Guide

For: [Your Name or Brand]
Use this guide to keep all messaging sharp, clear, and consistent—across landing pages, emails, threads, or scripts.

Voice Overview

Style:
Clear. Confident. Human.
Crypto-native, but never condescending.
Professional, but never stiff.
Direct, but never dry.

Think of it like this:
You’re the person who actually understands the topic—and knows how to explain it so it finally clicks for everyone else.

Core Traits

TraitWhat It Sounds LikeWhat to AvoidClear“Crypto is confusing. This course makes it make sense.”Overcomplicated phrasing, unnecessary detailConfident“LINK isn’t hype. It’s infrastructure.”Weak hedging like “maybe,” “sort of,” “kind of”Relatable“I’ve read those DeFi threads that only made things worse.”Talking only to insiders or using insider slangPersuasive“You’re not behind. You just haven’t been given the full picture.”Empty buzzwords, overpromisesUser-first“No banks. No middlemen. Just code that works.”Tech-first or feature-first messaging

Signature Phrases & Patterns

Repeatable cues that anchor your voice:

  • “Let’s be real.”

  • “That’s where I come in.”

  • “What most people miss is…”

  • “It’s not hype. It’s infrastructure.”

  • “No banks. No middlemen. Just results.”

  • “You’re not too late. You’re just early to understanding it.”

  • “Think of it like this…”

Words to Avoid or Replace

Skip unless you have a clear reason:

  • Jargon (use “complex language” or “confusing terms”)

  • Leverage (just say “use”)

  • Utilize (always say “use”)

  • Next-gen, revolutionary, or disruptive (only if you can prove it)

Tone by Format

FormatWhat to EmphasizeLanding PagesLead with clarity. Focus on outcomes. Use clear, active language.EmailsSound human. Be skimmable. Guide the reader to one clear takeaway.Twitter ThreadsOpen strong. Break into short, punchy blocks. Teach and tease.Sales CopyStart with pain, lead to clarity. Benefits before features.Video ScriptsKeep it conversational. Emphasize clarity and confidence.

Final Notes

  • Simplicity builds trust.

  • Teach first. Sell second.

  • Talk like someone who understands—because you do.