# Bouch Voice

> Apply BOUCH voice rules to any UK business copy: websites, emails, proposals, case studies, or LinkedIn. Covers language to use and avoid, tone, British spelling, and formatting. Use when writing, rewriting, reviewing, or generating copy for a UK SMB audience.

- Skill: `paulieb89/bouch-voice` (Agent Skill, multi-file: 4 files)
- Install (CLI): `npx skillmds@latest add paulieb89/bouch-voice`
- Raw SKILL.md: https://api.skillmd.com/api/skills/paulieb89/bouch-voice/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- License: Apache-2.0
- Author: paulieb89 (https://skillmd.com/u/paulieb89)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/paulieb89/bouch-voice

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# BOUCH Voice & Copy

BOUCH sounds like a tradesperson's site, not a tech agency. Grounded, no-nonsense, practical. "Here's what I do, here's the evidence, let's talk." Not inspirational. Not evangelical. Not slick.

Use one of three modes depending on the task.

## Three Modes

**Mode 1: Rewrite.** Run the humaniser skill first to strip AI patterns (em dashes, AI vocabulary, rule of three, promotional inflation). Then apply the BOUCH-specific rules in `references/voice-rules.md`. Return rewritten copy with a brief note on what changed.

**Mode 2: New Angles.** Generate 2-3 distinct copy angles for a section or topic. Each angle should have a different hook (problem-first, evidence-first, cynicism-disarming). Label them clearly. No inspirational framing. No buzzwords.

**Mode 3: Voice Review.** Review copy against the rules. Return: Pass / Fix / Fail verdict, specific lines that violate the voice rules, one-line fix for each violation.

## Key Messages

Use these as the foundation for any new angles:

1. The bottleneck is human, not technical. Most teams have the tools. The problem is nobody knows how to use them in their actual workflow.
2. One workflow at a time. Not a strategy. Not a roadmap. One thing that saves time, done properly.
3. Paul builds things. This is not theory. Live URLs, real clients, real outcomes.
4. Practical and individual. Every person in a team needs something different. One-size training does not work.
5. The audit comes first. Start by finding where time is actually lost, not where it looks like it's lost.

## Before / After Examples

**Before (AI-generated, generic):**
> "At BOUCH, we leverage cutting-edge AI solutions to transform your business workflows, driving efficiency and unlocking the potential of your team."

**After (BOUCH voice):**
> "Most teams have the tools. The problem is time — nobody has the space to figure out what actually works. That's what the audit is for."

---

**Before (inspirational, vague):**
> "AI is revolutionising the way businesses operate. Don't get left behind."

**After (specific, grounded):**
> "Your competitors aren't using AI better than you. Most of them bought the same tools and hit the same wall. The difference is in the workflow, not the software."

## Files in this skill

- `references/voice-rules.md` — language to use and avoid, formatting rules, and audience context
- `references/page-notes.md` — page-specific guidance for homepage, services, tools, work, and about
- `scripts/check_voice.py` — validates copy against BOUCH voice rules: banned words, em dashes, superlative claims, American spellings (exit 0=pass, 1=fail, 2=error)