MakturaAcademy
Academy/Part I/02 Positioning and messaging
Course 02 · Lesson 10 of 13

Tone and style

Sales team1 min read
  1. Sincere register only. Plain, short, British, second person. The satirical LinkedIn character and corporate satire never appear in sales material (D7).
  2. Problem before product, outcome before feature. Every feature you name should remove a friction.
  3. Approve and Dismiss are the only decision verbs in product copy quoted to customers; attribution reads "Holly, in {name}'s voice".
  4. Concede fast. Where something is not built, say so. Where a competitor is decent, say so.
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