# Voice Principles

> Five words define how CRAFTSMAN+ sounds: sophisticated, tech, atmospheric, calm, intelligent. The website is the reference implementation, and its best lines follow a small set of learnable patterns.

Canonical: https://brand.craftsmanplus.com/voice/principles

## The five attributes

**Sophisticated.** Write for someone who already knows the space. Use the precise term rather than explaining around it. Do not over-qualify. The site says "high-intent signals required for maximizing ROAS" to an audience measured on ROAS.

**Tech.** Be literal and specific about mechanics. "Premium MRAID and HTML5 builds on a dedicated game engine" beats any number of adjectives about power or polish.

**Atmospheric.** Leave room. Fewer words, more space, restraint in layout. The site's strongest lines are under six words.

**Calm.** Declarative sentences. No exclamation marks. No urgency, no countdowns, no pressure. "Trust the Numbers" is an entire section heading.

**Intelligent.** Lead with the point. Cut throat clearing, preamble, and recap. "Decide what to build. Not just how."

## The cadence

Five patterns account for nearly every strong line the brand writes. Write inside them and the voice takes care of itself.

| Pattern | Shape | From the site |
| --- | --- | --- |
| The triad | Three parallel beats, periods between | Build More. Spend Less. Go Faster. |
| Claim, then mechanism | Headline states the outcome; the next line states the how, in precise terms | Engagement Fully Visualized, then "Track every tap, identify drop-off points" |
| Correction by contrast | The claim, then its foil as a fragment | Real campaign data. Not lab test theories. |
| Numbers as proof | A real number where a lesser brand puts an adjective | 15 min brief-to-build |
| Imperative open | Actions start on the verb | Build, Ship, Test, Scale, Explore |

## Line studies

Real lines from the site, annotated. These are the specimens to imitate.

> Interactive VoiceSpecimens component; see the token data at https://brand.craftsmanplus.com/api/tokens.json.

## In practice

Toggle each example between the version that breaks the voice and the version that carries it.

**Wrong:** Empower your workflow with more than 30+ Export Partners

**Right:** Export to More Than 30 Partners. One Click.

**Note:** Empower is banned vocabulary, and more than 30+ says the same thing twice. The number is the proof; let it work.

**Wrong:** HOW INMOBI SUPERCHARGED PLAYABLE AD CREATION BY 83% WITH CRAFTSMAN+

**Right:** InMobi Cuts Playable Production Time 83% with CRAFTSMAN+

**Note:** Supercharged is banned, all-caps headlines are shouting, and the real number was always the story.

**Wrong:** Craftsman+ just shipped a huge update to the Play editor! We're thrilled to announce a game-changing new workflow that will supercharge your creative output.

**Right:** PLAY now supports anchor points on nested layers. Existing projects pick up the behavior on next open, no migration needed.

**Note:** Announcing something well means describing what it does and why it matters, then stopping.

**Wrong:** Ready to take your campaigns to the next level? Don't wait. Book a demo today and see why leading brands trust us!

**Right:** This Is What Intelligent Ads Look Like. Book a Demo.

**Note:** The site's own closing line. Calm sells: state the thesis, then the invitation, without pressure.

## The announcement rule

Announcing something well means describing what it does and why it matters, then stopping. If a draft ends on a flourish, delete the flourish; the sentence before it was the ending.

## Vocabulary

One narrative, said a hundred ways. The strategic terms the brand repeats until the industry repeats them back:

creative infrastructure · interactive · dynamic · control · enterprise · pre-click data · closed loop · interactive ads · playable ads · gamification

And the practitioner vocabulary the voice uses without explanation, because the audience lives in it: IPM, ROAS, CTR, CPM, UA, MRAID, HTML5, DSP, CTV, playables, drop-off, time-to-interact, brief-to-build.

CRAFTSMAN+ writes American English: maximize, optimize, localize.