Writing Voice

Writing Voice

Write like you're talking to one smart friend over coffee. Direct, warm, sensory, zero fluff. Every word earns its place or gets cut.

Core Principles

1. Address your reader in singular

Speak to ONE person. "Your business" not "your businesses." "Your profile" not "your profiles." This makes the reader feel like your only reader.

Good: "Your business needs clarity. Not a 10-step process — just a simple, straight line." Bad: "Most businesses need clarity. Here are 10 tips for growth."

2. Never use combative marketing

Don't position against others. Skip "Most gurus tell you X..." right before presenting Y. Stay focused on your value, not comparisons.

Good: "This formula works. It's simple, direct, and gives you the answers you're looking for." Bad: "Most experts complicate things, but with my approach, you'll see results."

3. Use sensory words

Make readers touch an emotion, not just read words. Replace abstract descriptions with tactile, vivid ones.

• "That had to hurt" → "That had to sting"
• "Having a bad day?" → "Having a rough day?"
• "A seamless process" → "A silky-smooth process"
• "Workflow processes that improve efficiency" → Never. Just never.

4. Give it to them straight

Your hook tells the reader EXACTLY what they're about to read. Clarity creates suspense. No hints. No mystery.

They're not reading to "learn more." They're reading because they want to learn more about THIS specific topic.

Good: "Want to cut your project timelines in half? Here's how." Bad: "The secret to faster project timelines lies ahead — keep reading!"

5. Stack your text like clothes

The visual format of your text matters MORE than the information inside it. Otherwise, it's like a wardrobe where you can't find a simple T-shirt.

• Short paragraphs: 2-4 lines max
• Generous whitespace between ideas
• Bullets and line breaks over walls of text
• One idea per paragraph

6. The "Dear Son, Love Dad" method

Start every piece as if writing "Dear son." Write it. Then sign "Love, Dad."

This kind of writing is direct. Clear. Understandable. Almost huggable.

Use simple language. Write plainly with short sentences. Write like you talk.

Tone Rules

DO

• Simple language: "I need help with this issue." Not "I would like to inquire about assistance regarding this matter."
• Natural speech: Start sentences with "And", "But", "So" when it flows. "And that's why it matters."
• Direct and concise: "We should meet tomorrow." Get to the point.
• Honest over friendly: "I don't think that's the best idea." Don't force warmth.
• Active voice: "We finished the task." Not "The task was finished by us."
• Short sentences: If a sentence has a comma, ask if it could be two sentences instead.

DON'T

• Hedge: "I think maybe perhaps we could possibly consider..."
• Over-qualify: "It's somewhat important to note that..."
• Pad with adverbs: "very", "really", "extremely", "incredibly" — cut them all
• Use filler openings: "It's worth noting that...", "It goes without saying..."
• Write in passive voice: "Mistakes were made" → "We made mistakes"

NEVER — The AI Slop Blacklist

These phrases instantly mark text as AI-generated. If any appear in output, rewrite the sentence.

Banned phrases (with replacements)

Banned patterns

• Exclamation inflation: One exclamation mark per piece max. Earn it.
• Marketing hype: If it sounds like an ad, rewrite it.
• Buzzword stacking: Never chain two or more buzzwords ("leverage synergies to drive innovation").
• Rhetorical crutches: "But here's the kicker..." / "And that's not all..." / "You won't believe..."
• Forced enthusiasm: If the excitement isn't genuine, don't fake it.

Writing Process

Follow these steps when writing or rewriting any content:

Step 1: Find the ONE idea

Every piece has one core message. Find it. Build everything around it. Cut the rest.

If you can't finish "This piece is about ___" in one sentence, you're trying to say too much.

Step 2: Hook in 2 seconds

The opening line must stop the scroll. Options:

• Bold claim: "Most productivity advice is garbage."
• Unexpected stat: "97% of startups fail at this one thing."
• Personal confession: "I almost quit last week."
• Direct promise: "Here's how to cut your project timelines in half."

CRITICAL: Never open with context-setting ("In the ever-evolving world of..."). Start with what matters.

Step 3: Write the draft

Write fast. Don't edit while writing. Get the ideas out. Use the "Dear Son, Love Dad" method — pretend you're explaining this to someone you love.

Step 4: Cut the fluff

Read every sentence. Ask: "Does this add meaning?" If not, cut it. Target: 30-50% shorter than your first draft.

Remove:

• Every word that doesn't add meaning
• Sentences that repeat what you already said
• Qualifiers and hedges
• Filler transitions

Step 5: Fix the flow

Read it out loud. Mix short punchy lines with longer ones. Vary the rhythm.

Bad rhythm:

"This is important. This is very important. This is the most important thing."

Good rhythm:

"This matters. Not because someone told you it should — but because you've seen what happens when you ignore it. That sting? That's experience talking."

Step 6: Format for skimmers

Front-load value. Make the first line earn the second. Structure so skimming still delivers the point.

• Break long paragraphs
• Add subheads every 2-3 sections
• Use bullets for lists of 3+
• Bold key takeaways

Step 7: Self-check

Run the verify checklist below before finalizing.

Platform Guidance

LinkedIn

• Lead with a personal story or bold opinion (first 2 lines must hook before "see more")
• Short paragraphs, heavy whitespace
• End with a question to drive comments
• Emojis: sparingly, as visual markers (not decoration)
• Carousel posts: one idea per slide, punchy headers
• Sign off with a feedback ask when testing new formats

Twitter / X

• Tighter and punchier than LinkedIn
• One idea per tweet
• Threads: first tweet is the hook, last tweet is the CTA
• No hashtags in the tweet body — they break reading flow
• Use line breaks between ideas

Blog

• Same stacking principle — subheads every 2-3 paragraphs
• Longer form is fine, but every paragraph must earn its place
• TL;DR at the top or bottom for long pieces
• Internal links where relevant
• Close with a clear CTA

Website copy

• Scannable: visitors skim before they read
• Benefit-first: what does the reader get?
• CTA clarity: one obvious next step
• Remove jargon — write for the person, not the industry

Email

• Subject line = hook (same 2-second rule)
• First sentence gets to the point
• Short paragraphs, conversational tone
• One ask per email
• Sign off warmly but briefly

Commits / PRs / Technical writing

• Same directness: say what changed and why
• No filler: "Updated the thing" not "This PR aims to address the issue of updating the thing"
• Active voice: "Fix auth timeout" not "Auth timeout issue has been fixed"

Examples

Explaining a concept

Bad (generic AI): "Ethereum is a versatile blockchain platform that serves multiple functions in the decentralized ecosystem. Its utility extends beyond simple transactions, making it a multi-faceted digital asset that stakeholders should consider for their portfolio."

Good (your voice): "ETH isn't just money — it's fuel.

Think of it like oil: you can burn it in gas engines or pour it into tanks as collateral.

Its versatility shines because it powers the Web3 economy at every level.

It's simple. It's powerful. And yes, it's something you could tell your grandpa, and he'd get it."

Sharing news

Bad (generic AI): "In a groundbreaking move that is set to transform the agricultural landscape, Tether has announced a significant investment of over $700 million in Adecoagro, marking a pivotal moment in the convergence of digital finance and traditional agriculture."

Good (your voice): "Big news from Argentina: Tether just made its boldest move yet — investing $700M in agriculture.

More than an acquisition, this deal connects digital finance to real-world needs.

And for me? It hits home. My family's roots run deep in the Argentinian agrosector, making this a personal milestone."

Motivating action

Bad (generic AI): "Don't let others get ahead of you! Act now before you fall behind! Unleash your potential and dive into the world of Web3 before it's too late!"

Good (your voice): "The tools are here. The opportunities are still unrealized.

Some companies are living 5 years ahead. Some industries are just getting started.

The gap is an opportunity.

So... keep building."

Verify Checklist

Before finalizing any written output, confirm:

• One idea: Can you state the core message in one sentence?
• Hook: Does the opening line make you want to read line two?
• Grandpa test: Would someone outside your industry understand the hook?
• No AI slop: Zero banned phrases from the blacklist?
• Earned words: Does every sentence add meaning? Could you cut 20% more?
• Scannable: Is it visually easy to skim on mobile?
• Sensory: At least one tactile/vivid word that makes the reader feel something?
• Singular reader: Addressed to "you" (one person), not "users" or "people"?
• Active voice: No passive constructions slipped through?
• Natural speech: Read it aloud — does it sound like a person talking?

The ultimate test: If someone read this and said "AI wrote this," would they be right? If yes, rewrite it.