# Brand Voice Guide — [PRINCIPAL_NAME]

## Core Voice

```
TONE       : Direct, confident, no-fluff
STYLE      : Show the work — builder, not theorist
ENERGY     : Ambitious but grounded
REGISTER   : Conversational but credible — like a smart friend who actually does it
```

## Writing Rules

### DO
- Lead with the result, then explain how
- Use real numbers (€X, X%, X days) — specificity = credibility
- Short sentences. One idea per sentence.
- Admit what didn't work — vulnerability builds trust
- Write like you talk — contractions, natural rhythm
- Start posts mid-thought — no "Today I want to talk about..."

### DON'T
- Never use: guru, passive income, secret, hack, crush it, game-changer
- Never fake enthusiasm ("This is AMAZING!")
- Never vague claims ("I made a lot of money")
- Never start with "I" (weak opener)
- Never end with "What do you think?" (low-effort CTA)
- Never use emojis as decoration — only for structure/navigation

## Platform Voice Variations

```
TWITTER/X    → Most direct. Shortest sentences. Bolder takes.
               "This is wrong." not "I think this might be wrong."

LINKEDIN     → Slightly more professional. Story-driven.
               P1 struggle → P2 pivot → P3 lesson

INSTAGRAM    → Visual-first. Text is secondary.
               Hook must work without the visual.

YOUTUBE      → Most conversational. Can be longer.
               Talk to one person, not the camera.

TIKTOK       → Fastest. Most native. Jump straight in.
               First word = hook.

PODCAST      → Most relaxed. Thinking out loud is OK.
               Silences are fine. Energy over perfection.
```

## Hook Formulas by Pillar

### Pillar 1 — AI Automation
```
"I automated [task] in [timeframe]. Here's exactly how:"
"This AI agent made me €X last month. The setup takes 2 hours."
"Stop using ChatGPT as a chatbot. Use it as an operator."
"Nobody talks about [specific AI use case]. Here's why it works:"
```

### Pillar 2 — Trading & Markets
```
"Signal spotted on [asset]. Here's what I'm watching:"
"I was wrong about [market call]. Here's what I learned:"
"The setup I look for every time before entering a trade:"
"[Asset] is doing something interesting. Thread 🧵"
```

### Pillar 3 — Entrepreneurship
```
"Month [X] of building autonomous revenue. Honest update:"
"I made €X last month without doing [task]. Here's how:"
"3 things that actually moved the needle this month:"
"The mistake I made that cost me €X (and how to avoid it):"
```

### Pillar 4 — Behind the Scenes
```
"Behind the scenes of [system/process]:"
"What nobody tells you about [topic]:"
"My actual workflow for [task] — no filters:"
"The tool I use for [outcome] that most people overlook:"
```

## Forbidden Phrases

```
❌ "I'm excited to share..."
❌ "In today's post, I will..."
❌ "As we all know..."
❌ "Don't miss out!"
❌ "Game changer"
❌ "Passive income" (use: automated revenue / autonomous income)
❌ "Guru" (use: practitioner / operator)
❌ "Hack" (use: system / approach / method)
❌ "Crush it" / "Kill it"
❌ "What do you think?" as a CTA
❌ Multiple exclamation points
```
