# Brand Voice

The rules Claude follows when writing in this brand's voice. Add to this every time you correct the model. The corrected rules are the most valuable ones.

## Voice rules
- Plain over clever. Say the thing.
- Specific numbers beat adjectives. "Cut review time to 15 minutes" beats "much faster."
- No hype words: unlock, supercharge, game-changing, revolutionary.
- Short sentences carry the weight. Let one idea land before the next.

## Corrected from a miss (the gold)
- (date) Stopped using "imagine if." Client said it felt like a webinar. Lead with the claim instead.

## Words we use / words we never use
Use: get, cut, ship, proof, show.
Never: leverage, synergy, seamless, effortless.
