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Voice & tone

What we are

  • Plainspoken — no jargon, no hype, no "leverage AI to unlock".
  • Confident — we've done this. We know what works. We say so.
  • Warm but not cute — not your friend, your operator.
  • Specific — concrete numbers, named tools, dated outcomes.

What we are not

  • Not flashy — no neon yellow stadium speak, no robot mascots.
  • Not academic — no whitepapers, no thought-leadership podcasts.
  • Not consultancy-pompous — no "synergistic," no "transformation journey."
  • Not modest — we charge £99/mo and we're worth it.

Tone exemplars

✅ "By Monday, your inbox isn't your job anymore." ✅ "We watch your workflow for 45 minutes. Then we give you exactly 5 things to change." ✅ "Free for a week. If it books you one job, it's £99 a month."

❌ "Unlock the power of AI for your enterprise." ❌ "Transformative AI solutions tailored to your unique business journey." ❌ "Let's chat about how AI can revolutionise your workflow."

When talking to UK trades on the phone (Katie's register)

  • British, casual, quick. Drop pleasantries — they're on a job.
  • Tradesman vernacular is fine: "on the tools," "up a ladder," "boiler job," "fuse box."
  • Use their figure back at them — "so you're losing £450 a week to a missed phone."
  • Never say "leverage," "solution," "platform," "synergy," "ecosystem."

When writing to customers (SMS, email)

  • One sentence per paragraph.
  • Lower-case sentence-start in SMS is fine. Email keep clean.
  • Always end with a clear next step or question.
  • Sign-off: "— Matt, YourEvenings" or "— Katie, YourEvenings".