Voice Tone

MailChimp Voice & Tone Framework

Voice = constant personality (who we are). Tone = situational modulation (how we adapt to context).

Voice stays consistent. Tone shifts with user emotion and situation.

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Voice Definition Template

Voice is consistent — it does not change. Tone changes by situation.

## [Product Name] Voice

We are [quality], but not [negative extreme].

Examples:
- We are **confident**, but not arrogant.
- We are **clear**, but not simplistic.
- We are **warm**, but not sycophantic.
- We are **direct**, but not blunt.
- We are **expert**, but not technical.

### Voice in Practice

| We say...               | We don't say...          |
|-------------------------|--------------------------|
| "Something went wrong"  | "An error has occurred"  |
| "Check your inbox"      | "A message has been sent to your registered email address" |
| "Delete account"        | "Terminate user profile" |
| "You're all caught up"  | "No unread notifications exist at this time" |

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Tone Matrix

Map user situation to the correct tone before writing. Wrong tone in high-stakes moments (errors, destructive actions) damages trust.

| Situation | User Emotion | Tone | Example | |-----------|-------------|------|---------| | Success | Accomplished | Warm, celebratory | "You're all set! Your changes are live." | | Error | Frustrated | Calm, helpful | "Something went wrong. Here's what to try." | | Onboarding | Uncertain | Encouraging, clear | "Let's get you started. This takes about 2 minutes." | | Destructive action | Cautious | Serious, specific | "This will permanently delete 3 projects. This can't be undone." | | Empty state | Lost | Guiding, optimistic | "No results yet. Try adjusting your filters." | | Loading/waiting | Impatient | Reassuring, brief | "Almost there..." | | Warning | Cautious, uncertain | Direct, non-alarmist, actionable | "Your session expires in 5 minutes. Save your work." | | Help text | Uncertain | Concise, example-driven | "Use your full legal name as it appears on your ID." | | Confirmation | Seeking reassurance | Specific, action-named, scannable | "Delete 3 files? This cannot be undone." | | Upgrade prompt | Skeptical | Value-led, non-pushy, honest | "Get unlimited exports. Upgrade to Pro." |

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Copy Patterns Quick Reference

| Pattern | Structure | Example | |---------|-----------|---------| | Error | [What happened] + [How to fix] | "Email format looks wrong. Try: name@example.com" | | Button | Action verb + object | "Save changes", "Create project", "Send message" | | Empty state | [What] + [Why empty] + [Action] | "No projects yet. Create your first one to get started." | | Success | [Confirmation] + [Next step] | "Changes saved. View your updated profile." |

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Microcopy Patterns

Button Labels

Active verb + object. Describe the action, not the outcome.

| Bad | Good | Why | |-----|------|-----| | Submit | Save changes | "Submit" describes the mechanism; "Save changes" describes the result | | OK | Got it | "OK" is ambiguous; "Got it" confirms comprehension | | Yes | Delete account | "Yes" doesn't say what will happen | | Continue | Next: Review order | Tells the user what's coming next |

Error Messages

What happened + how to fix it. Never blame the user.

| Bad | Good | |-----|------| | Invalid input | Email must contain an @ symbol | | Error 500 | Something went wrong on our end. Refresh the page or try again in a minute. | | Password incorrect | Wrong password. [Reset your password] |

Empty States

What the space is for + why it's empty + one clear action.

No teammates yet.
Invite people to collaborate on this project.
[Invite teammates]

Confirmation Dialogs

State the specific consequence + use the action as the button name.

Delete "Q3 Report.pdf"?
This file will be permanently removed. You cannot undo this action.

[Cancel]  [Delete file]

Placeholder Text

Show an example of the expected format. Never use placeholders as a substitute for labels.

| Bad | Good | |-----|------| | Enter your name | Jane Smith | | Phone number | +1 (555) 000-0000 | | Enter search query | Search by name or email |

Tooltip Text

One sentence. Completes the UI element — does not repeat the label.

Label: "API Rate Limit"
Tooltip (Bad): "This is your API rate limit."
Tooltip (Good): "Maximum requests per minute. Contact support to increase your limit."

Progress Indicators

What's happening now + what to expect.

"Uploading 3 of 5 files…"    (not just a spinner)
"Processing your order…"      (not "Loading")
"Almost done — finalising your export."

Permission Requests

Why you need it + what happens if the user declines.

"Allow notifications
Get updates when your team comments or assigns you a task.
You can change this in Settings anytime."

Success Messages

Confirmation + next logical step.

"Password updated.
All other sessions have been signed out for security."

Form Labels

Noun phrase, not a question. Label floats — it should not disappear.

| Bad | Good | |-----|------| | What is your email? | Email address | | Enter your date of birth | Date of birth |

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Readability Engineering

• Target grade 6–8 reading level (Flesch-Kincaid)
• Sentences: <20 words average
• Paragraphs: <3 sentences for UI copy
• Active voice for all actions
• One idea per sentence

Test your copy:

• Read aloud — if you stumble, rewrite
• Remove every word that does not change the meaning
• Replace every passive voice construction with active

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Anti-Patterns

| Anti-Pattern | Example | Fix | |-------------|---------|-----| | Corporate speak | "Leverage our best-in-class platform" | "Use [product] to [specific outcome]" | | Blame language | "You entered an incorrect password" | "That password doesn't match" | | Jargon | "Authenticate your credentials" | "Sign in" | | Clever over clear | "Oops! Looks like something went sideways" | "Something went wrong. Try again." | | Walls of text in UI | Three-paragraph explanation inside a modal | One sentence + a help link | | Vague actions | "Click here", "Learn more" | "View pricing", "Read the security guide" |

Anti-Generic Rules

• NEVER use jargon the user wouldn't use in conversation
• NEVER write error messages that blame the user ("You entered an invalid email")
• NEVER be clever at the expense of clarity
• NEVER use passive voice in action-oriented copy
• NEVER write more than 2 sentences for a UI message
• NEVER use vague labels: "Click here", "OK", "Submit" — name the action

Self-Critique: "Would MailChimp's content team approve? Is the tone right for this moment? Could I say this more simply? Is the button label an action verb?"

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Related Resources

• Nielsen Norman Group — UX Writing
• Hemingway App — readability scoring
• Mailchimp Voice and Tone — industry reference
• Related skills: cc skill get aesthetic-directions

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: Everyone-Needs-A-Copilot
• Source: Everyone-Needs-A-Copilot/claude-copilot
• License: MIT
• Homepage: https://ineedacopilot.com

Install and usage instructions live in the source repository linked above.