Everyone-Needs-A-Copilot MailChimp Voice & Tone Framework
Voice = constant personality (who we are). Tone = situational modulation (how we adapt to context).
Voice stays consistent. Tone shifts with user emotion and situation.
Voice Definition Template
Voice is consistent — it does not change. Tone changes by situation.
## [Product Name] Voice
We are [quality], but not [negative extreme].
Examples:
- We are **confident**, but not arrogant.
- We are **clear**, but not simplistic.
- We are **warm**, but not sycophantic.
- We are **direct**, but not blunt.
- We are **expert**, but not technical.
### Voice in Practice
| We say... | We don't say... |
|-------------------------|--------------------------|
| "Something went wrong" | "An error has occurred" |
| "Check your inbox" | "A message has been sent to your registered email address" |
| "Delete account" | "Terminate user profile" |
| "You're all caught up" | "No unread notifications exist at this time" |
Tone Matrix
Map user situation to the correct tone before writing. Wrong tone in high-stakes moments (errors, destructive actions) damages trust.
| Situation | User Emotion | Tone | Example |
|---|---|---|---|
| Success | Accomplished | Warm, celebratory | "You're all set! Your changes are live." |
| Error | Frustrated | Calm, helpful | "Something went wrong. Here's what to try." |
| Onboarding | Uncertain | Encouraging, clear | "Let's get you started. This takes about 2 minutes." |
| Destructive action | Cautious | Serious, specific | "This will permanently delete 3 projects. This can't be undone." |
| Empty state | Lost | Guiding, optimistic | "No results yet. Try adjusting your filters." |
| Loading/waiting | Impatient | Reassuring, brief | "Almost there..." |
| Warning | Cautious, uncertain | Direct, non-alarmist, actionable | "Your session expires in 5 minutes. Save your work." |
| Help text | Uncertain | Concise, example-driven | "Use your full legal name as it appears on your ID." |
| Confirmation | Seeking reassurance | Specific, action-named, scannable | "Delete 3 files? This cannot be undone." |
| Upgrade prompt | Skeptical | Value-led, non-pushy, honest | "Get unlimited exports. Upgrade to Pro." |
Copy Patterns Quick Reference
| Pattern | Structure | Example |
|---|---|---|
| Error | [What happened] + [How to fix] | "Email format looks wrong. Try: name@example.com" |
| Button | Action verb + object | "Save changes", "Create project", "Send message" |
| Empty state | [What] + [Why empty] + [Action] | "No projects yet. Create your first one to get started." |
| Success | [Confirmation] + [Next step] | "Changes saved. View your updated profile." |
Microcopy Patterns
Button Labels
Active verb + object. Describe the action, not the outcome.
| Bad | Good | Why |
|---|---|---|
| Submit | Save changes | "Submit" describes the mechanism; "Save changes" describes the result |
| OK | Got it | "OK" is ambiguous; "Got it" confirms comprehension |
| Yes | Delete account | "Yes" doesn't say what will happen |
| Continue | Next: Review order | Tells the user what's coming next |
Error Messages
What happened + how to fix it. Never blame the user.
| Bad | Good |
|---|---|
| Invalid input | Email must contain an @ symbol |
| Error 500 | Something went wrong on our end. Refresh the page or try again in a minute. |
| Password incorrect | Wrong password. [Reset your password] |
Empty States
What the space is for + why it's empty + one clear action.
No teammates yet.
Invite people to collaborate on this project.
[Invite teammates]
Confirmation Dialogs
State the specific consequence + use the action as the button name.
Delete "Q3 Report.pdf"?
This file will be permanently removed. You cannot undo this action.
[Cancel] [Delete file]
Placeholder Text
Show an example of the expected format. Never use placeholders as a substitute for labels.
| Bad | Good |
|---|---|
| Enter your name | Jane Smith |
| Phone number | +1 (555) 000-0000 |
| Enter search query | Search by name or email |
Tooltip Text
One sentence. Completes the UI element — does not repeat the label.
Label: "API Rate Limit"
Tooltip (Bad): "This is your API rate limit."
Tooltip (Good): "Maximum requests per minute. Contact support to increase your limit."
Progress Indicators
What's happening now + what to expect.
"Uploading 3 of 5 files…" (not just a spinner)
"Processing your order…" (not "Loading")
"Almost done — finalising your export."
Permission Requests
Why you need it + what happens if the user declines.
"Allow notifications
Get updates when your team comments or assigns you a task.
You can change this in Settings anytime."
Success Messages
Confirmation + next logical step.
"Password updated.
All other sessions have been signed out for security."
Form Labels
Noun phrase, not a question. Label floats — it should not disappear.
| Bad | Good |
|---|---|
| What is your email? | Email address |
| Enter your date of birth | Date of birth |
Readability Engineering
- Target grade 6–8 reading level (Flesch-Kincaid)
- Sentences: <20 words average
- Paragraphs: <3 sentences for UI copy
- Active voice for all actions
- One idea per sentence
Test your copy:
- Read aloud — if you stumble, rewrite
- Remove every word that does not change the meaning
- Replace every passive voice construction with active
Anti-Patterns
| Anti-Pattern | Example | Fix |
|---|---|---|
| Corporate speak | "Leverage our best-in-class platform" | "Use [product] to [specific outcome]" |
| Blame language | "You entered an incorrect password" | "That password doesn't match" |
| Jargon | "Authenticate your credentials" | "Sign in" |
| Clever over clear | "Oops! Looks like something went sideways" | "Something went wrong. Try again." |
| Walls of text in UI | Three-paragraph explanation inside a modal | One sentence + a help link |
| Vague actions | "Click here", "Learn more" | "View pricing", "Read the security guide" |
Anti-Generic Rules
- NEVER use jargon the user wouldn't use in conversation
- NEVER write error messages that blame the user ("You entered an invalid email")
- NEVER be clever at the expense of clarity
- NEVER use passive voice in action-oriented copy
- NEVER write more than 2 sentences for a UI message
- NEVER use vague labels: "Click here", "OK", "Submit" — name the action
Self-Critique: "Would MailChimp's content team approve? Is the tone right for this moment? Could I say this more simply? Is the button label an action verb?"
Related Resources
- Nielsen Norman Group — UX Writing
- Hemingway App — readability scoring
- Mailchimp Voice and Tone — industry reference
- Related skills:
cc skill get aesthetic-directions