10 · The same voice, everywhere
Voice by channel
The voice does not change; the tone does. Each channel has a different reader in a different moment. These examples fix the exact point.
Someone arriving for the first time who wants to know what this is. Short sentences, one fact per sentence.
Do
- “We create work software for professionals.”
- “See how Spinelle works.”
- “Not available yet. Write to us if you want to know when.”
Don't
- “We are revolutionizing the way people work.”
- “Discover the power of innovation.”
- “Join thousands of users now!” (a figure that does not exist)
Someone who is working and does not want to read. See each product's guide; Nitente sets the common rule.
Do
- “We saved your change.”
- “We could not save. Check your connection and try again.”
- “The client will be deleted. This action cannot be undone.”
Don't
- “Oops! Something went wrong.”
- “Error 500.” (explaining nothing)
- “Are you sure you want to delete?” (without saying what is deleted)
Someone receiving a message from a company. A short greeting, the reason in the first line, a clear next step.
Do
- Subject: “Your Nitente proposal”
- “Hello, Marta. We are sending the proposal we talked about. It is attached as a PDF.”
- “We are here if you need anything. If you prefer to talk, reply to this email.”
Don't
- Subject: “IMPORTANT!!! Read this”
- “Dear customer: we hereby inform you...”
- “Kind regards” with no name or title below
Someone scrolling past quickly. One idea, no false hooks. No filler hashtags and no emojis as decoration.
Do
- “Today we published the Nitente brand manual. It is open to read.”
- “A note on how we write errors in a product.”
Don't
- “🔥 What nobody tells you about your accounting 🔥”
- “Follow us for more!” without offering anything
Someone with a problem. The problem is acknowledged, the step is given, and how long it takes is stated.
Do
- “We understand the problem: the access email did not reach you. Check your spam folder and, if it is not there, we will resend it today.”
Don't
- “We apologize for any inconvenience caused.” (with no action)
- “That is not our problem.”
Someone quoting Nitente. Verifiable facts and the fixed introduction formula.
Do
- “Nitente, a software company made in Venezuela, announced...” only if the announcement exists
- Quote the short introduction text unchanged
Don't
- Superiority adjectives: “leader”, “the best”, “the only”
- User or revenue figures without a source
Tone by situation
| Situation | Tone | Example |
|---|---|---|
| Welcome | Warm and brief | “Your account is ready. Come in whenever you like.” |
| Success | Sober | “Done. Your file is in Downloads.” |
| System error | Serious, with a way out | “We could not save the change. Try again in a minute.” |
| User error | Neutral, no blame | “The cédula (national ID) or RIF (tax ID) number is missing.” |
| Billing notice | Formal and clear | “Your plan expires on December 15. You can renew it from Billing.” |
| Sensitive data | Maximum sobriety | “Only you see this information.” |
| Delay or outage | Direct and human | “We are looking into a fault. We will let you know when it is resolved.” |