Not Copy
Your marketing materials aren’t just “copy”—they are your official face and voice that you present to the world.

Avoid Hyperbole
Even if you sincerely believe that your product is “game-changing” or “groundbreaking,” using words such as these is nearly always unnecessary and frequently counterproductive.

Avoid Clichés
Clichés can dilute your message and make it forgettable. Thoughtful, precise language ensures your story feels fresh and genuine.

Be Concise
Employ every word necessary to tell your story—and not a single word more.

Be Authentic
Your Brand Voice should reflect who you truly are, aligned with your values and how your audience perceives you.

Be Consistent
Once you establish your authentic voice, consistency is key—it builds trust and reinforces your identity.

Be Relatable
Speak to your audience clearly, approachably, and without unnecessary jargon. As Mark Twain said, “Don’t use a five-dollar word when a fifty-cent word will do.”

Appear Educated
Polished and professional materials reflect your brand’s credibility—good grammar, punctuation, and spelling go a long way.