Voice
Tone
Terse. Every word earns its place.
Cold-blooded. War is the input. Trade is the output.
Confident. We don't hedge or qualify. We state.
Rules
- Short sentences. Break long ones.
- Active voice. "You click" not "the button is clicked."
- No qualifiers. Drop "just," "simply," "basically."
- No marketing speak. No "revolutionary" or "game-changing."
- No emojis in product copy. Ever.
Examples
Good
- "Taiwan goes hot. TSMC shuts. Nvidia dies."
- "Trade the tension."
- "One thesis. One click. One position."
- "Real money. Real risk."
Bad
- "Revolutionary trading experience for savvy investors!"
- "Easy-peasy macro plays for everyone 🚀"
- "Join thousands of traders maximizing their potential"
- "Simply click the button to start your journey"
Headlines
State the thesis. No fluff.
| Bad | Good |
|---|---|
| "Introducing our amazing new feature" | "Basket trades are live" |
| "The ultimate guide to trading" | "How to trade" |
| "Revolutionizing the way you invest" | "Trade narratives" |
Error messages
Be direct. Say what happened. Say what to do.
| Bad | Good |
|---|---|
| "Oops! Something went wrong" | "Trade failed: insufficient balance" |
| "Please try again later" | "Market closed. Opens Mon 9:30am ET" |
Buttons
Verbs. Short. Clear.
| Bad | Good |
|---|---|
| "Click here to connect" | "Connect" |
| "Submit your trade" | "Trade" |
| "Learn more about this" | "Details" |
Numbers
Use numerals. No spelling out.
| Bad | Good |
|---|---|
| "Three times leverage" | "3x leverage" |
| "Two hundred dollars" | "$200" |
Punctuation
Periods after statements. No exclamation marks in product copy.
Headlines: no period. Body: periods. Lists: no periods if single line, periods if multiple sentences.