Voice and style
Voice and style guide
Voice and style information from Team Car Audio.
# Voice and Style Guide
> Purpose: This file is the voice map. It defines how the client writes, how they argue, and how they should sound on every channel.
**Client name:** CAR Audio & Security
**KB version:** 2026-03-30
**Last updated:** 2026-03-30
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1) Voice identity
Voice in one sentence Straightforward, neighborly, and practical ... like a knowledgeable local shop that knows the work, respects the customer, and explains the right option without pressure.
The 5 voice traits 1. Helpful 2. Honest 3. Patient 4. Practical 5. Knowledgeable
Tone dial ... how it shifts by situation - **Educational:** Clear, simple, and grounded in real customer decisions, with light-to-moderate technical detail when it actually helps - **Persuasive:** Trust-building and consultative, focused on fit, quality, and experience instead of hype - **Opinionated:** Willing to take a stand against cheap shortcuts, poor-quality gear, and mismatched systems, but without sounding arrogant - **Sensitive topics:** Calm, careful, and conservative around safety, legality, theft, warranty, and compatibility questions - **When correcting someone:** Polite and plainspoken, with an emphasis on why the recommendation matters in real life
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2) Writing patterns we repeat
Typical openings Pick 2 to 4 patterns we use often. - [ ] Short story or moment from experience - [x] Hard truth stated plainly - [ ] Contrarian observation - [x] A question that creates tension - [x] A quick list of common mistakes
**Notes and examples:**
- Pattern: Start with the real question a customer is asking, even if they do not know how to phrase it yet
Example opening: Want better sound, but not sure whether to start with speakers, an amp, or a sub?
- Pattern: State the mistake plainly, then explain the consequence
Example opening: The wrong part is not a deal if it sends you right back into the shop six months later.
- Pattern: Use common buyer confusion to create structure
Example opening: Most people get stuck in the same three places: price, fitment, and buying one piece that throws the rest of the system out of balance.
Paragraph and sentence style - Paragraph length: short to medium - Sentence style: balanced - Favorite moves: questions, contrasts, plain-language explanations, practical examples
Structure preferences - Heading style: direct and question-based - Use of bullets: only for clarity - Preferred section flow: customer problem ... what actually matters ... practical explanation ... recommendation/options ... simple CTA
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3) Vocabulary, phrases, and word rules
Words and phrases we use often - upgrade - customer experience - quality - reliable - clean install - factory look / factory-fresh - what are you looking for? - what is your budget? - your vehicle, your needs, your lifestyle
Words and phrases we never use - cheap - pushy sales language - hype-heavy superlatives without proof - competition-style bass language as the default brand tone - anything that makes the shop sound like it only works on exotics or show cars
Sensitivity list Words that feel loaded, off brand, or risky for this brand. - cheapest - guaranteed - best shop - plug-and-play - legal in North Carolina unless verified - theft-proof - premium only
Formatting and punctuation preferences - Oxford comma: yes - Contractions: yes - Emoji: never - Exclamation points: rarely - Capitalization preferences: Standard sentence case. Avoid random title case and all-caps emphasis.
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4) Argument style and belief fidelity rules
How we make a point - We start with: The customer's real problem, question, or misconception - We support with: Practical explanation, vehicle context, install reality, and what the customer should think about next - We end with: A clear recommendation, a realistic qualifier, and an invitation to get a quote or talk through options
How we handle nuance - We acknowledge: Vehicle differences, budget constraints, integration complexity, and different customer knowledge levels - We avoid: One-size-fits-all advice, jargon for its own sake, legal overstatement, and promises the shop cannot guarantee
Non negotiables These are hard rules. - Do not contradict the Belief Library. - Do not invent personal stories. - Do not cite statistics unless they exist in the Proof and Stories file or the user provides them. - Do not make promises, guarantees, or regulated claims unless the Snapshot explicitly allows them. - Do not make the brand sound like a bargain shop or a flashy exotic-only shop. - Do not make the customer feel talked down to for not knowing the technical details.
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5) Channel specific guidance
Blog or long form article - Typical length: 900 to 1,500 words - Voice notes: Start with the customer question, explain tradeoffs in plain language, and go technical only when it helps prove expertise or reduce confusion - CTA style: Invite the reader to request a quote, bring in their vehicle details, or stop by the shop to compare options
LinkedIn or professional social - Typical format: Short educational post, short case-study style story, or one practical takeaway with a light local/business angle - Voice notes: Keep it simple, professional, and credibility-focused. Do not force a corporate voice that sounds unlike the shop. - CTA style: Light invitation to talk through a vehicle upgrade or ask a question
Email or newsletter - Typical format: Short note, one clear topic, one practical takeaway, one clear next step - Voice notes: Friendly and direct. Helpful first. Salesy never. - CTA style: Reply, call the shop, or request a quote
Short form or promotional copy - Typical format: One problem, one benefit, one proof point, one CTA - Voice notes: Benefit-first, plainspoken, and local-trust oriented - CTA style: Direct but still consultative
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