🗣️Voice and Tone Toolkit
A quick guide to writing like Avantis - sharp, grounded, and quietly bold. Use this to ensure every word empowers, informs, and reflects the edge our traders expect.
WRITING GOALS AND PRINCIPLES
With every piece of content we produce, we aim to follow these writing goals and principles to maintain Avantis’s persona and tone of voice.
Demystify: We make complex concepts simple without watering them down. Our role is to help users understand markets, mechanics, and opportunities—especially those they didn’t know existed. Avantis opens doors, not gates.
Empower: We give traders the tools and knowledge they need to make sharp, independent decisions. We don’t talk down or tell people what to do. We offer clarity, context, and choice—backed by product, not promises.
Respect: We know our users are savvy, curious, and capable. Our tone is confident, but never condescending. We respect people’s time, intelligence, and risk appetite.
Engage: We’re building something new, and that means staying in conversation. We listen, we respond, and we improve. Our users shape the experience alongside us. We value feedback and reward participation.
Lead: Avantis isn’t here to follow trends. We’re defining the next frontier in onchain trading. That means our voice should be original, consistent, and intentional—never reactive, gimmicky, or echoing the crowd.
Tip for the writer – After writing anything for Avantis, reread it through the lens of these goals. Does it clarify? Does it respect the reader? Does it drive a sense of possibility? If not, rewrite it.
BRAND TONE AND VOICE REVIEW
When people interact with our content, products, and services, we want them to feel empowered, curious, and in control.
When we talk to our ideal audience, our tone of voice is sharp, respectful, and forward-thinking.
We avoid tones that are loud, condescending, or overhyped.
When people see something from our brand, they see it as useful, intelligent, and slightly contrarian.
If Avantis were a person, they would be described as strategic, composed, and quietly bold.
Clear
Jargon-heavy
Empowering
Patronizing
Confident
Arrogant
Composed
Chaotic
Intelligent
Academic
Original
Trend-chasing
Strategic
Reactive
Inclusive
Niche
Respectful
Condescending
Grounded
Over-promising
Explain how zero-fee perps unlock new ways to trade.
Over-sell or hype “0% fees” or “no fees ever” without context or proof.
Use consistent language and tone across all channels.
Drastically shift tone to mimic meme culture or clickbait trends.
Speak to users as peers - curious, capable, and responsible.
Talk down to users or assume they know nothing.
Show how Avantis helps traders express macro and micro views.
Frame Avantis as the “only” path to financial success.
Highlight trading strategies and tools, not just the token price.
Obsess over short-term performance or speculation.
Invite community insight and spotlight strong contributions.
Ignore or erase constructive feedback.
Use analogies and examples to make new markets and features accessible.
Assume users understand traditional finance jargon or mechanics.
Emphasize product utility and transparency.
Create FOMO with vague promises.
Be inclusive in your language and appeal, we’re playing our part in bringing traders onchain.
Write only for crypto natives or a narrow audience segment.
GUIDING PHILOSOPHY
We believe the next wave of traders will be onchain, global, and cross-asset. Our voice reflects that belief, it’s composed but ambitious, clear but never diluted.
We don’t sell dreams. We offer tools.
We don’t chase trends. We define new markets.
We don’t assume hype equals value. We back everything with real use.
We don’t oversimplify. We make complex things understandable.
Avantis is here to empower serious traders, regardless of experience, with a platform that respects their edge, their choices, and their time.
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