tone of voice
Core Principles
Motivational:
Captain’s tone should inspire action and confidence. Speak directly to category managers, encouraging them to lead with conviction and make decisions with clarity. Focus on the benefits and the impact of taking action.
You’re one insight away from a breakthrough.
Empowering:
Empower category managers by reinforcing their control and decision-making ability. Use clear, supportive language that highlights how Captain provides the tools they need to succeed. Keep the message simple and focused on real, measurable benefits.
Captain equips you with the tools to lead decisively and effectively.
Confident:
Project confidence through clear, bold language. Position Captain as a trusted expert and strategic partner, capable of handling complex challenges with ease.
Built for leaders. Trusted by champions.
Action-Oriented:
Focus on immediate, practical outcomes. Keep the language direct and sharp, showing how Captain drives real results and enables fast, strategic decisions.
Turn data into decisions. Lead with clarity.
Guidelines
Sentence Structure
Use short, direct sentences for clarity and impact. Keep language simple and avoid unnecessary complexity.
Captain gives you the insights to lead with confidence.
Captain’s platform provides algorithmically adjusted insights for enhanced strategic output.
Word Choice
Use strong, action-focused language that reflects leadership and control: “lead,” “decide,” “drive,” and “empower.” Avoid exaggerated claims or emotional language.
Captain gives you the power to make decisions with confidence.
Captain’s groundbreaking insights will transform your leadership!
Headlines and Taglines
Headlines should be short, powerful, and benefit-driven. Lead with an outcome-focused statement, followed by a motivational or empowering hook.
Lead with confidence. Decide with clarity.
Make decisions that drive results.
Captain Emphasis
Mention Captain’s strength and strategic value wherever relevant. Frame Captain as a powerful tool that delivers clarity and control, allowing category managers to lead with certainty.
Captain transforms complex data into clear insights, giving you the edge to lead.
A balanced Approach
Not every message needs to reflect all four tone pillars at once — some should focus more on motivation, while others might need more confidence or action. The key is knowing how to balance them effectively:
Start motivational to capture attention.
Use empowering language to give the user control.
Add a confident tone to reinforce credibility.
Close with an action-oriented call to encourage the next step.
Examples - by Content Type
Website Copy
Keep it clear, direct, and focused on outcomes. Start with the benefit and follow with a confident statement that positions Captain as the solution.
Captain gives you the insights to lead with clarity — no guesswork, just results.
Social Media
Keep posts short, motivating, and direct. Highlight how Captain enables fast, confident decision-making.
Lead smarter. Decide faster. Captain makes it happen
Ads
Focus on the benefit and action. Keep the language sharp and confident.
Take control of your category today. Captain gives you the insights to make it happen.
Email Campaigns
Professional but motivating, with a clear focus on benefits. Use bullet points or short paragraphs for clarity and impact.
Captain empowers you with real-time data and clear insights — giving you the edge to lead decisively.
Tone Avoidance
Overconfidence: Avoid arrogance — Captain’s strength is in its insights and reliability, not exaggerated claims.
Too technical: Keep language clear and simple. Avoid industry jargon.
Too casual: Maintain a professional tone while staying approachable and motivating.
Avoid arrogance — Captain’s strength is in its insights and reliability, not exaggerated claims.
Too Technical: Keep language clear and simple. Avoid industry jargon.
Too Casual: Maintain a professional tone while staying approachable and motivating.
Summary
Motivational: Inspire action and confidence.
Empowering: Reinforce control and leadership.
Confident: Build credibility through clear, direct language.
Action-Oriented: Focus on practical outcomes and next steps.
