# Voice — Marketing Layer Long-form and platform-specific copy patterns. Extends `voice.md` (canonical) with structures and ❌/✅ examples for LinkedIn, blog, email, and product marketing. If you're writing copy that lives **outside the application** — landing pages, LinkedIn posts, blog articles, sales emails, investor pitches, social ads — read this in addition to `voice.md`. --- ## Sentence structure - **Vary length for rhythm**: Short sentences punch. Longer ones add detail and context, helping readers understand nuance. - **Use active voice**: "We built this" not "This was built by us" - **Lead with benefit**: "Save 15 hours/month" before "Our AI automates legal workflows" - **Front-load value**: Put the most important info first ## Word choice | ❌ Don't say | ✅ Say | |---|---| | "Leverage our solution to optimize your legal operations" | "Automate your legal work. Save time. Grow faster." | | "We provide comprehensive legal infrastructure for early-stage ventures" | "Everything your startup needs for legal — in one place." | | "Our AI-powered platform facilitates efficient document generation" | "Generate legal docs in 30 seconds. No lawyer required." | | "In today's fast-paced startup ecosystem, legal compliance presents multifaceted challenges" | "Just reviewed a seed-stage founder's GDPR docs. 12 critical gaps that would've cost €50K+ in fines. Took us 3 hours to fix." | | "Comprehensive legal solutions for modern enterprises" | "Your startup's legal department. €299/month. Everything you need." | ## Humor & personality - **Self-aware** about legal being traditionally "boring" - **Acknowledge startup chaos** — we get it, you're busy - **Celebrate scrappy wins** — doing more with less - **Never at the expense of professionalism** — we're handling serious legal matters - **Use sparingly** — a little goes a long way ## Technical depth - **Explain the "why"** not just the "what" - **Use analogies** when helpful: "Your data room is like GitHub for legal docs" - **Define terms** the first time: "GDPR (General Data Protection Regulation)" - **Link to deeper content** for those who want to go further --- ## LinkedIn (B2B, founder-to-founder) **Tone**: Conversational but professional, like talking to a fellow founder over coffee. 70% helpful, 30% opinionated. **Structure**: - Hook in first 2 lines (critical — this shows in feed) - Short paragraphs (1-3 sentences max) - White space for mobile readability - End with question or soft CTA — not a launch CTA unless it IS a launch post **Example**: > ❌ "In today's rapidly evolving regulatory landscape, startups face unprecedented compliance challenges that require innovative solutions." > > ✅ "Startups move fast. Legal moves slow. That's a problem we need to fix." > ❌ "We are pleased to announce the deployment of our new document automation capability, which will enhance efficiency metrics." > > ✅ "New: Generate legal docs in 30 seconds. No lawyer required. (Though we have those too.)" --- ## Blog / SEO (educational, in-depth) **Tone**: Helpful teacher, comprehensive guide. **Structure**: - SEO-optimized but human-friendly - Longer-form, thorough coverage - Step-by-step when applicable - Real examples from startups - Actionable takeaways **Example**: > ❌ "This article will discuss GDPR compliance requirements for startups." > > ✅ "GDPR compliance sounds intimidating. But for most startups, it comes down to 7 specific requirements. Here's exactly what you need to do, with checklists and templates." > ❌ "It is advisable for startups to implement comprehensive GDPR compliance frameworks prior to processing personal data." > > ✅ "Here's what GDPR means for your startup: If you collect email addresses, you need consent. If you store customer data, you need security. If you're in Europe, you need to comply. Here's how:" --- ## Email (personal, direct) **Tone**: 1-on-1 conversation, helpful friend. **Structure**: - Personal greeting - Get to the point quickly - One clear CTA - Respect their time **Example**: > ❌ "Dear Valued Customer, We are pleased to announce..." > > ✅ "Hi Sarah, Noticed you're hiring your first employee. Here's what you need legally (that most founders miss):" --- ## Sales / Outreach **Tone**: Practical, proof-driven. - Respect the reader's time — get to the point in the first line - Lead with the problem you're solving for their specific situation - Social proof and specifics over superlatives **Example**: "Here's what Outlex covers. Here's what it costs. Want to see it?" --- ## Investor / Press **Tone**: Conviction-forward, grounded. - Market-level framing: "Europe's Legal Operating System" - Back every claim with a number or a structural argument - Ambitious but honest — no inflated metrics, no "leading platform" language **Example**: "The complexity that drowns businesses today is the moat that protects whoever solves it first." --- ## Product marketing copy (landing pages, feature pages) **Tone**: Straightforward value proposition. **Structure**: - Lead with benefit - Be specific (numbers, time saved) - Clear next step - No fluff **Examples**: > ❌ "Outlex provides a comprehensive suite of legal technology solutions designed to facilitate optimal compliance outcomes for early-stage ventures." > > ✅ "Your startup's legal department. Automated, AI-powered, actually useful." > ❌ "We are the leading platform for AI-driven legal automation." > > ✅ "We handle the 80% of legal work that's routine. Real lawyers handle the 20% that needs judgment. Both inside the same platform." --- ## Tone adjustments by topic ### Serious legal matters (GDPR violations, lawsuits, regulatory deadlines) - More formal - Less humor - Still clear and direct - Emphasize expertise and stakes ### Educational content (how-tos, guides, walkthroughs) - Helpful teacher - Step-by-step clear - Encouraging tone - Actionable focus ### Thought leadership (industry insights, hot takes) - Confident but not arrogant - Data-backed - Forward-looking - Conversation-starting ### Product marketing (features, benefits, launches) - Benefit-first - Clear value prop - Specific outcomes - Easy next step --- ## Common pitfalls ### ❌ Legal jargon without context "Ensure your SPA includes appropriate representations and warranties." ### ✅ Explain then use "Your Share Purchase Agreement (SPA) should include representations — basically promises about the state of your company. Here's what to include:" ### ❌ Empty buzzwords "Leverage synergies to optimize outcomes." ### ✅ Specific value "Automate contracts. Save 10 hours/week." ### ❌ Overpromising "We solve ALL your legal problems forever!" ### ✅ Realistic value "We handle routine legal work automatically. For complex matters, we connect you with expert lawyers." ### ❌ Corporate speak "Per our previous communication regarding the aforementioned matter…" ### ✅ Human language "Following up on what we discussed:" --- ## When in doubt Ask: **"Would a founder find this helpful, clear, and professional?"** If yes → publish. If no → revise. We're not just a legal tech company. We're founders helping founders navigate legal complexity. That should shine through in every word we write.