How We Sound
Aavya's voice is clear, direct, and human. We build tools for builders — so we write for builders. That means no corporate speak, no unnecessary complexity, and no pretending we're anything other than what we are.
Clarity
We say what we mean. Every sentence earns its place — no filler, no fluff.
Do
Connect your tools in three steps.
Don't
Leverage our platform's extensible integration architecture to facilitate seamless third-party connectivity.
Connection
We talk with people, not at them. We're on the same side.
Do
We built this so you can focus on what matters.
Don't
The system has been designed to optimise user workflows.
Momentum
We move things forward. Active voice, action verbs, no passive hesitation.
Do
Start automating today.
Don't
Automation capabilities are available for utilisation at your convenience.
Honesty
We're transparent about what we are — and what we're still building.
Do
We're in early access. Some features are still being built.
Don't
Our comprehensive suite of enterprise solutions covers all your automation needs.
Excitement
We're genuinely enthusiastic — without exclamation marks and hyperbole.
Do
Your first workflow just ran. That's real progress.
Don't
Congratulations!!! You've unlocked AMAZING automation power!!!
- 01
Be Clear and Short
Keep sentences under 25 words. One idea per sentence. If a sentence needs a second comma, split it into two.
Tip: Read it aloud. If you pause for breath before finishing, it's too long.
- 02
Talk Like A Friend
Use "we", "you", and "us". Write as if explaining something to a smart colleague — not filing a report.
Tip: Replace "the user" with "you". Replace "the system" with "we".
- 03
Use Easy Words
If a simpler word exists, use it. Technical concepts should be explained on first use. Our audience is smart — not jargon-fluent.
Tip: Ask: would a new hire on day one understand this? If not, simplify.
- 04
Stay Positive
Lead with what's possible. Frame challenges as opportunities. Avoid "don't", "can't", "won't" where a positive alternative works.
Tip: Instead of "don't forget to save", try "save your work to keep it".
- 05
Show The Way Ahead
Every piece of copy should leave the reader knowing what to do next. Use active verbs. End with action.
Tip: End paragraphs and sections with a next step, not a summary.
| Avoid | Use instead | Why |
|---|---|---|
| Approximately | About | Shorter, no formality needed |
| Transformation | Change or Growth | Concrete and direct |
| Innovation | New ideas | Overused and vague |
| Leverage | Use | "Use" says the same thing in one syllable |
| Utilise | Use | Always prefer the shorter word |
| Facilitate | Help | Warmer and clearer |
| Implement | Build or Set up | More specific and actionable |
| Solution | Tool or Answer | "Solution" is a filler word |
| Best-in-class | Leading or Top | Specific claims beat empty superlatives |
| Paradigm shift | Big change | Plain language lands harder |
| Scalable | Grows with you | Explains the benefit, not the feature |
- 01Short sentences. One idea at a time. Under 25 words.
- 02We / you / us — always. Never passive, never distant.
- 03Plain words beat technical words. Explain on first use.
- 04Lead with what's possible. Stay positive.
- 05End every section with a clear next step.