Do and don't word list with examples
Get a practical, scannable list of words, phrases and habits to use and avoid, each with a short example, so anyone on the team can apply the voice immediately.
Free AI prompt · ChatGPT · Claude · Gemini
FreeBest in Any
In pack2 stepsBest in Claude
In packBest in ChatGPT
In packBest in Claude
Voice audit: find your voice in the copy you already have
Paste 5-15 samples of your best existing copy and get an evidence-based description of how your brand actually sounds, including where it is inconsistent.
What you'll fill in
- [brand name] Your brand or company name e.g. “Ferro Coffee Roasters”
- [copy samples] 5-15 samples of copy you consider on-brand: homepage text, emails, social posts, product descriptions. Label each with where it came from. e.g. “[Homepage] We roast small batches every Tuesday... [Email] Your beans shipped. Brew them within three weeks...”
- [audience] Who you are usually talking to e.g. “Home espresso enthusiasts and small cafes”
Copy the prompt
The prompt
You are a brand strategist and editor. I want to document the voice of [brand name] based on how we actually write, not on how we wish we wrote. Our audience: [audience] Here are samples of copy we consider on-brand, labeled by source: [copy samples] Analyze the samples and report: 1. Voice in one sentence: how this brand sounds to a reader. 2. 4-6 observed traits. For each: name the trait, describe it in one sentence, and quote 2 short lines from the samples as evidence. 3. Mechanics: typical sentence length, use of "we" and "you", contractions, humor, jargon, punctuation habits (exclamation marks, em dashes, emoji), formality level on a 1-5 scale. 4. Signature moves: recurring phrases, structures or word choices that feel distinctive. 5. Inconsistencies: places where samples contradict each other (for example formal on the website, jokey in email). Quote both sides. 6. Gaps: situations the samples do not cover (complaints, price increases, bad news, sales pages), where a guide will need decisions. Rules: base every claim on the samples; if you are inferring, say "(inferred)". Do not flatter the copy. Do not write a voice guide yet; this is the audit.
How to use it
- Open a new chat in Claude (the others work too).
- Paste the prompt and replace every [bracket] with your details.
- Review the output, check any facts, and edit to taste.
Why Claude: Claude handles many pasted samples at once and is careful about quoting evidence; Gemini also works well for very long inputs.
Tips
- Pick samples you are proud of, not just recent ones. The audit describes whatever you paste.
- Include at least one email and one social post; voice often drifts between channels.
- Keep the audit; the later prompts in this pack refer back to it.
Example output
Voice in one sentence: Ferro sounds like a friendly roaster leaning over the counter: precise about coffee, relaxed about everything else.
Observed traits:
1. Precise, not pretentious — names exact details without tasting-note poetry. Evidence: "Roasted Tuesday, shipped Wednesday." "Best between day 5 and day 21."
2. Warm and direct — talks to one person. Evidence: "Your beans shipped." "Tell us how the first shot pulls."
3. Dry humor, used sparingly. Evidence: "Yes, the grinder matters. Sorry."
4. Practical generosity — gives advice without a sales ask. Evidence: "If it's sour, grind finer first."
Mechanics: short sentences (avg ~10 words), heavy "you", contractions always, no exclamation marks on the website, occasional em dashes, no emoji. Formality: 2/5.
Signature moves: dates and numbers instead of adjectives ("roasted Tuesday" not "freshly roasted"); one-line paragraphs in email.
Inconsistencies: Homepage says "artisanal small-batch excellence" while emails never use words like that. Instagram uses three exclamation marks per post; nothing else does.
Gaps: no samples of delayed shipments, price changes, wholesale pitches or replies to negative reviews.
FAQ
Does this prompt work in ChatGPT, Claude and Gemini?
Yes. It is plain-language and written to work in all three. Best fit: Claude. Claude handles many pasted samples at once and is careful about quoting evidence; Gemini also works well for very long inputs.
What do I need to fill in?
Replace each bracket with your own details: [brand name], [copy samples], [audience]. The more specific your input, the more useful the result.
Is this prompt free?
Yes. Copy it above and use it as often as you like. It is one of the free samples from the Brand voice guide from your own copy pack.
Will I get the same result as the example?
No. The example was made for a fictional business to show the shape and quality of the output. Your result depends on your input and the model, so review and edit before you use it.
Do I need a paid AI plan?
Usually not. Free plans handle most prompts. Paid plans help when you paste in long documents or run a long multi-step sequence in one chat.
More prompts in Brand voice guide from your own copy
Voice attributes: "We are X, not Y"
Choose 3-4 voice attributes and define each with clear boundaries ("We are confident, not arrogant"), so the voice is specific enough to guide real decisions.
Tone by channel and situation matrix
Map how the same voice should flex across channels (website, email, social, ads, support) and situations (launches, apologies, price changes, complaints).
Before and after rewrites that teach the voice
Turn off-brand copy (old pages, generic drafts, AI output) into on-brand versions with annotations, creating the examples section that makes a voice guide click for writers.