Voice
Tone of voice
Warm, plain, honest and on your side. Not a clinic, not a brand, not a bot.
Principles
Talk like a person, to a person
One reader, addressed as you. Short sentences. Contractions. The way a coach would actually put it on WhatsApp, tidied up.Be plain about the medical side
We are a medical service. We say what the treatment does, what side effects can happen and what we will do about them, in everyday words. Plain is reassuring; vague is frightening.Never judge, never push
No shame about weight, no urgency tricks, no countdowns, no “don't miss out”. People arrive already carrying enough. We take some of it off.Calm over hype
Hope is carried by members' stories and by specific, true things. Our own voice stays level.Say the hard thing kindly
Plateaus happen. Side effects happen. Some weeks go backwards. We say so before it happens, and we say what to do about it.
Instead of this, say this
Instead of
Our AI assistant is here 24/7
Say
Your coach is Laura. Message her any time and she'll get back to you.
Instead of
Transform your body in 12 weeks
Say
Most members see the scale start to move in the first month. Laura will be with you every week while it does.
Instead of
Don't miss out. Offer ends midnight.
Say
Take your time. The assessment is free and there's no pressure to start today.
Instead of
Side effects are rare and mild
Say
Some people feel sick in the first couple of weeks. It usually settles. If it doesn't, message your coach or book a GP appointment and we'll sort it.
Instead of
Congratulations on your purchase
Say
You're in. Laura will message you before your first dose.
Instead of
Patients struggling with obesity
Say
People who've been trying to lose weight for years
Register by channel
The voice is the same everywhere. How much of it shows depends on where the words land.
| Channel | Register |
|---|---|
| Ads and homepage | Warmest and most human. Lead with a coach or a member, not a product shot. |
| Assessment flow | Calm, clear, clinical where it has to be. Reassurance at every step where someone might drop out. |
| Coach messages and WhatsApp | Conversational, first person, the coach's own voice. |
| Emails | Written as from the coach where possible, from Medicspot where not. |
| Legal, regulatory and clinical pages | Plain and precise. Still human, never cold. |
Sounding human, not generated
No hyphens or dashes, no rule of three for its own sake, no “we’re thrilled”. If a line could sit on any health brand’s website, cut it or make it about a coach, a member or a moment.
Do
- Name the coach whenever we know who it is
- Use contractions and short sentences
- Say what happens next, in order
- Pair every figure with a feeling
- Write the hard thing before it happens
Don't
- Countdowns, deadlines and “don't miss out”
- “We're thrilled”, “game changing” as filler
- Hyphens and dashes as punctuation
- Three of everything when one would do
- Anything that sounds like it was written by AI