InstagramThe one page
- Who we sound like: three adjectives, each with one line that shows what it means.
- Who we write for: the client's buyer, in the buyer's words and not ours.
- Words we use: a short list, with the plain-English reason for each.
- Words we avoid: jargon, hype terms and vague promises.
- Claims we never make: no guaranteed results, no invented numbers, no competitor claims without a source.
- Length and format: the default length for each channel, and when to use a table.
- One good line and one bad line, with the reason each one works or fails.
Using it
- A reviewer checks every client message against the page before it is sent.
- Update the page when a client asks for an exception, and note who approved it.
- Keep the page next to the prompt standard, so people and AI tools follow one rule.
Made-up scenario: a made-up furniture store wants the phrase best in town in every ad. The page lists it as a claim we never make without a source. The writer proposes a measurable line instead, with a made-up free returns window, and the reviewer approves it.
