Voice and style
Voice and style guide
Voice and style information from The Sign Elf.
# Voice and Style Guide
> Purpose: This file is the voice map. It defines how the client writes, how they argue, and how they should sound on every channel.
**Client name:** The Sign Elf OKC
**KB version:** 2026-04-07
**Last updated:** 2026-04-07
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1) Voice identity
Voice in one sentence Friendly, straightforward, and practical ... like a local business owner explaining how the sign service really works while still keeping the tone warm and celebratory.
The 5 voice traits 1. Warm 2. Plainspoken 3. Practical 4. Flexible 5. Detail-aware
Tone dial ... how it shifts by situation - **Educational:** Clear, simple, and step-by-step. Explain what to expect without sounding scripted. - **Persuasive:** Lead with what is included, how the process works, and why the setup feels easier for the customer. Avoid hype. - **Opinionated:** Mild and experience-based. Strongest opinions show up around communication, transparency, and not wanting signs to look sloppy. - **Sensitive topics:** Calm and matter-of-fact. Explain weather delays, damage, rush fees, and yard limitations without sounding defensive. - **When correcting someone:** Kind, direct, and solution-focused. Clarify the misunderstanding, then explain the better fit or next step.
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2) Writing patterns we repeat
Typical openings Pick 2 to 4 patterns we use often. - [x] Short story or moment from experience - [ ] Hard truth stated plainly - [ ] Contrarian observation - [x] A question that creates tension - [x] A quick list of common mistakes
**Notes and examples:**
- Pattern: Start with a familiar celebration moment or question.
Example opening: Have you ever seen one of those big birthday signs in a yard and wondered how the whole thing actually works?
- Pattern: Start by clearing up a practical misunderstanding.
Example opening: Before you book, there are a few things that make setup much easier, like watering the yard, turning off sprinklers, and making sure the package will actually fit the space.
Paragraph and sentence style - Paragraph length: short to medium - Sentence style: balanced and conversational - Favorite moves: examples from real installs, small clarifications, gentle contrasts, quick explanations of what customers do and what the business does
Structure preferences - Heading style: direct - Use of bullets: only for clarity - Preferred section flow: customer question ... what to know ... how it works ... exceptions or constraints ... next step
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3) Vocabulary, phrases, and word rules
Words and phrases we use often - sign - setup - pick up - booking form - service area - rush fee - travel fee - colors - graphics - hobbies and interests - surprise - straightforward - transparent
Words and phrases we never use - fully custom printed signs made by us - generic hype like best ever, ultimate, world class, luxury, or VIP unless the client explicitly asks for that tone - language that makes the brand sound like a general sign printer - heavy franchise-style copy that sounds more polished than the owner naturally sounds
Sensitivity list Words that feel loaded, off brand, or risky for this brand. - vulgar - untasteful - sloppy - guaranteed - cheapest - best - fully custom if it implies unlimited design or local printing - for sale signs as a core offer
Formatting and punctuation preferences - Oxford comma: yes - Contractions: yes - Emoji: rarely - Exclamation points: sometimes - Capitalization preferences: sentence case for most copy, keep brand terms and place names accurate, use OKC in caps
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4) Argument style and belief fidelity rules
How we make a point - We start with: the customer question or the real-life situation - We support with: specific operational details, examples, and simple explanations - We end with: reassurance, a practical next step, or a clear expectation
How we handle nuance - We acknowledge: weather, yard conditions, timing, and customer requests can all change what is possible - We avoid: absolute promises, inflated claims, and overexplaining simple things
Non negotiables These are hard rules. - Do not contradict the Belief Library. - Do not invent personal stories. - Do not cite statistics unless they exist in the Proof and Stories file or the user provides them. - Do not make promises, guarantees, or regulated claims unless the Snapshot explicitly allows them. - Do not say the client prints every sign locally or handles general-purpose signage as a normal offer. - Do not make the client sound much more polished, high-energy, or whimsical than they sounded in the interview. - Do not ignore the operational realities that shape the service, including payment, weather, yard prep, and fit.
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5) Channel specific guidance
Blog or long form article - Typical length: 700 to 1,100 words - Voice notes: Keep it practical, local, and easy to skim. Answer the actual question first. Use real constraints and examples where helpful. - CTA style: Soft but clear. Point readers to pricing, service area, availability, or the booking form.
LinkedIn or professional social - Typical format: [Not clearly covered in the transcript] - Voice notes: If used, keep it simple and local. Do not force a corporate tone. - CTA style: Light invitation
Email or newsletter - Typical format: Short paragraphs with direct answers - Voice notes: Professional but a little laid back. Helpful, not stiff. - CTA style: Direct next step or simple reply invitation
Short form or promotional copy - Typical format: Short headline, one to two support lines, clear call to action - Voice notes: Celebratory but grounded. Avoid over-cute or overblown copy. - CTA style: Check availability, book now, or ask if your date or area is available
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