## **Overall Voice**

Our voice is **observational, reflective, and precise**. We write like naturalists documenting a landscape: noticing patterns, highlighting strengths, and gently pointing out limits. We avoid hype and jargon in favor of clarity and curiosity.

We aim to sound:
- **Thoughtful, not promotional**
- **Curious, not dismissive**
- **Analytical, not academic**
- **Confident, but humble**

---

## **Tone by Channel**

### **Social Media (LinkedIn, Twitter-alternatives, etc.)**

- Conversational, approachable.
- Start with a **hook** that invites curiosity or sparks recognition.
- Use metaphors sparingly but effectively (ecosystem, species, patterns).
- End with an **open-ended question** to encourage discussion.
- Keep posts scannable (short paragraphs, line breaks, 1–2 emojis max if at all).

**Example:**  
_"Every ecosystem has its generalists — in automation, n8n plays that role. Adaptable, flexible, everywhere at once. But generalists have limits. Where do you feel them most in your own workflows?"_

---

### **Blogs / Long-Form**

- Deeper analysis, but still readable and flowing.
- Use metaphors as framing devices (not as gimmicks).
- Organize content with clear sections (Strengths, Limitations, Use Cases).
- Respect other tools — acknowledge their achievements before surfacing friction points.
- Invite reflection at the end.

**Example:**  
_"Zapier, IFTTT, and Make.com are the sparrows of the automation world: ubiquitous, approachable, and instantly recognizable. They thrive in simple habitats, connecting APIs with ease. But sparrows struggle when the environment changes. Complex workflows, data sensitivity, and shifting business logic quickly expose their limits."_

---

### **White Papers / Research Notes**

- More formal, structured, citation-friendly.
- Use precise language but keep readability a priority — no academic bloat.
- Frame findings as **observations and implications**, not just claims.
- Introduce diagrams and visuals like “plates” in a field guide — with captions and annotations.
- Maintain a consistent narrative thread: _what was observed, what it means, why it matters_.

**Example:**  
_"Temporal systems such as Argo Workflows and Camunda provide proven reliability for enterprise-scale orchestration. Their assumptions — central coordination, declarative definitions, and resilience through retries — hold well in stable environments. However, in contexts where rapid adaptation, compartmentalization, or peer-to-peer collaboration are required, these assumptions can become constraints."_

---

## **Do’s & Don’ts**

✅ Do:

- Use metaphors (ecology, species, hidden structures) as subtle framing devices.
- Highlight strengths before mentioning limitations.
- Ask questions to spark dialogue, not just broadcast opinions.
- Keep copy **clean, plain, and respectful**.
    

❌ Don’t:

- Bash other tools or sound adversarial.
- Use overblown marketing language (“revolutionary,” “game-changing”).
- Fall into jargon-heavy, academic prose.
- Force metaphors — let them appear naturally.

---
# Copywriting Quick Checklist (for everyday use)

When drafting any social post, blog, or paper, ask yourself:

1. **Am I observing or overselling?**  
    → Keep it reflective, not hyped.
    
2. **Have I acknowledged strengths before pointing out limits?**  
    → Respect builds credibility.
    
3. **Is there at least one metaphor or framing device to aid understanding?**  
    → Use ecological/field guide imagery subtly.
    
4. **Does the copy end with a question or an invitation to reflect?**  
    → Spark dialogue, don’t just broadcast.
    
5. **Is this written clearly enough that a curious outsider could follow?**  
    → No jargon walls, no “AI slop.”
    

Keep this 5-rule checklist visible when writing — it keeps tone and style consistent across all channels.

---
## **Summary**

Our copywriting reflects the same philosophy as our visuals: **observational, structured, curious**.

- On **social media**, we invite conversation.
- In **blogs**, we offer clear analysis.
- In **papers**, we present studied observations.

We don’t shout or oversell. We point, observe, and question — like a field guide showing the shape of the landscape.

---

✅ This way, your _voice_ becomes as recognizable as your _visuals_.

If the copy itself starts reading like “specimen cards,” it risks feeling gimmicky.

What we’re aiming for is:

- **Visual nods** → plates, line drawings, muted washes, the _Field Guide_ title.
- **Tone in copy** → natural, thoughtful, conversational analysis (not faux-scientific).
- **Balance** → the visuals frame the metaphor, while the writing remains approachable and alive.

That subtlety makes it feel _intentional_ rather than contrived. It’s what separates “design system with character” from “overdesigned concept.”

So:
- Diagrams, headers, and imagery = _Field Guide motif_.
- Blog/LinkedIn writing = _your natural voice, observational and reflective_.

Over time, the combination becomes unmistakably _yours_ — even if you don’t keep hammering the metaphor in the text.

### Addendum:

**IMPORTANT!** When asking for dialogue always ensure the reader has a means to do so! Never include question inviting the reader to respond with a comment in a print media platform like magazine or press! If the platform has a response mechanism - fine, but if not, include a link for the reader to follow as the call to action, or provide an email form or comment mechanism.