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:
| Context | Tone |
|---|---|
| Product description | Cheeky, sensory, anchored by one fact |
| Social media | Playful, observational, warm |
| Email marketing | Friendly, direct, a little flirty |
| Shipping/transactional | Straight to the point |
| Ingredient info | Clear, minimal, factual |
| Customer complaints | Warm first, light if appropriate |
| Serious issues | Warm, direct, no jokes |
Step 3: Apply the Voice Attributes
Check that your copy follows these principles:
- •Cheeky, not childish - Wink and tease, but don't try too hard
- •Warm, not soft - Care without coddling, say it in few words
- •Real, not raw - Embrace mess without being cynical
- •Confident, not preachy - Know what you stand for without lecturing
- •Positive, not naive - Look for the light without toxic positivity
- •Specific, not vague - Point to things you can picture, count, or verify
Step 4: Run the Checks
Before delivering copy, verify:
The Wakey Test:
- •Would I actually say this to a friend?
- •Can someone picture what I'm describing?
- •Is every word earning its place?
- •Does it sound like a person?
- •Is it true? Could I prove it?
The Falsifiability Test:
Could a bad product also say this? If yes, rewrite.
| Fails the test | Passes the test |
|---|---|
| "Good stuff" | "Coconut oil from Sri Lanka" |
| "High quality" | "No parabens, sulfates, or silicones" |
| "Long lasting" | "Still working at midnight" |
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
| Use these | Instead of these |
|---|---|
| Morning | Routine |
| Skin | Dermal / Epidermis |
| Fresh | Rejuvenated |
| Works | Delivers results |
| Simple | Streamlined |
| Real | Authentic |
| You | Customers / Users |
| We | The brand / Wakey believes |
| Ritual | Routine / Regimen |
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."