Voice and tone

Conversational and warm. Talk to one reader, like a good editor would.

Principles

• Write to one person: "you", not "users".
• Short sentences with room to breathe.
• Explain why before asking for anything.

Words

• Use: Read, Save for later, You, Next issue
• Avoid: Click here, Submit, Users, Content

Tone for each moment

Situation	Use	Not	Why
A button label	A warm verb a reader would say	"Submit" or "Click here"	Buttons are part of the reading voice. Example: “Subscribe”
The words of an error	Calm and helpful. Take the blame, offer the way forward.	Blaming the reader	A calm error keeps the reader's trust. Example: “We could not save your email. Check it and try again.”
A success message	Warm and brief, with what happens next	A bare "Done"	A warm close invites the reader back. Example: “You're in. The next issue arrives on Friday.”
An empty state	An invitation, not a dead end	"No items"	An empty list is a chance to show what the product offers. Example: “Nothing saved yet. Tap Save on any article to read it later.”
A confirmation question	Gentle and clear about what changes	Guilt or pressure	Readers come back when leaving felt respectful. Example: “Unsubscribe from the weekly letter? You can come back any time.”
A first visit	One sentence on what is here and why it is worth reading	A sign-up wall	Occasional readers decide in seconds whether to stay. Example: “Practical guides, one a week. Start with the most read.”