| We are | We are not |
|---|
| Engineered. | Designed (as a compliment). |
| Direct. | Polite to a fault. |
| Precise. | Approximate. |
| Quiet under load. | Loud when things are fine. |
| Honest about limits. | Overpromising. |
| A tool. | A lifestyle brand. |
| For operators. | For general audiences. |
| Gear-like. | Startup-like. |
Write like the product runs.
- Short sentences. If it can be cut, cut it.
- Verbs up front. The operator is acting. The copy should be too.
- State, don’t sell. Describe what the thing does. The reader will infer the benefit.
- Name the risk. If a button kills audio, say so. No euphemisms.
- Numbers over adjectives. “Sub-millisecond jitter” beats “incredibly precise.”
| Do | Don’t |
|---|
| Fires cues against live timecode. | Revolutionize your show workflow with AI. |
| Panic clears every armed cue in 40 ms. | Panic helps you stay calm on show day. |
| Reads ProDJ Link, writes MIDI. | Bridges the DJ experience with modern production. |
| Sub-millisecond LTC drift over 8 hours. | Rock-solid timing you can trust. |
