tone-of-voice

Tone of Voice Skill

Write copy that follows the Wakey brand voice guidelines. Use this skill for any copywriting task.

Invocation

/tone-of-voice [copy request]

Examples:

/tone-of-voice Write a product description for our new face wash
/tone-of-voice Draft an email announcing our summer sale
/tone-of-voice Create social media captions for deodorant launch

Workflow

Step 1: Read the Guidelines

Always read the tone of voice document first:

brand/tone-of-voice.md

This document is the source of truth and may be updated. Never rely on cached knowledge of the guidelines.

Step 2: Understand the Context

Identify the context for the copy:

Step 3: Apply the Voice Attributes

Check that your copy follows these principles:

1. Cheeky, not childish - Wink and tease, but don't try too hard
2. Warm, not soft - Care without coddling, say it in few words
3. Real, not raw - Embrace mess without being cynical
4. Confident, not preachy - Know what you stand for without lecturing
5. Positive, not naive - Look for the light without toxic positivity
6. Specific, not vague - Point to things you can picture, count, or verify

Step 4: Run the Checks

Before delivering copy, verify:

The Wakey Test:

1. Would I actually say this to a friend?
2. Can someone picture what I'm describing?
3. Is every word earning its place?
4. Does it sound like a person?
5. Is it true? Could I prove it?

The Falsifiability Test:

Could a bad product also say this? If yes, rewrite.

Step 5: Deliver Options

Provide 2-3 copy options when possible. Explain which guidelines each option emphasizes.

Key Rules

Always Use

• "We" and "you" - direct, never generic
• Short sentences - if it can lose three words, it should
• Specific facts - ingredients, origins, durations, prices
• Sensory language anchored by one concrete detail
• Humor from shared morning experiences

Never Use

• Emojis (unless user explicitly requests)
• Exclamation marks (rare exceptions)
• Buzzwords: "seamless", "solution", "elevated", "curated", "transform", "revolutionary"
• Vague claims: "good", "quality", "premium", "best", "better for you"
• Guilt or fear tactics
• Anything you can't picture, count, or verify

Words We Love

Slang is welcome: vibe, lowkey, kind of obsessed, into it, not gonna lie

Example Transformations

Generic: "Our deodorant provides long-lasting freshness and is made with natural ingredients for a better morning routine."

Wakey: "Don't sweat it. 48 hours of not thinking about it."

Generic: "Start your morning right with our energizing body wash that will leave you feeling refreshed and ready for the day."

Wakey: "Smells like grapefruit. Feels like cold water on your face. You're up now."

Generic: "Our products are designed for real people with real lives."

Wakey: "For the 7am version of you, not the Instagram version."

Reference Lines

Use these as inspiration:

Tagline: Making the world a better place, one morning at a time.

Slogans:

• Show us your morning face.
• Everyone's a morning person. (Some mornings just start at 11:00 AM.)
• You get a new one every day. Might as well like it.

Movement moments:

• "Welcome to the club"
• "You're in"
• "Hi, Early bird!" / "Hey, Fresh face."