Voice Rules
The non-negotiable writing law for every public-facing word.
Non-negotiableThese are machine-checkable. The content engine QA gate runs a regex sweep against them before anything reaches Review.
The hard rules
No em dashes, ever
Use two short sentences, an ellipsis, or a comma. Never the long dash.
No contrast-correction patterns
Drop “this isn’t X, it’s Y” and “not X, Y.” State what is true directly. Lead with the correct idea, then reinforce it.
Never lead with what something is not
Open on the true thing. Direct assertion first, explanation second.
Short, punchy sentences
Commas and ellipses for pacing. Grounded rhythm, real, never robotic.
Selective ALL CAPS
One or two words max for emphasis. Occasional emoji or (inner thought) for connection.
Specific numbers over vague claims
“$4M+ in digital product revenue, 50,000+ entrepreneurs” beats “a lot.”
Banned words
unlock, unleash, delve, game changer, skyrocket, and the rest of the AI-tell list. The QA gate flags them automatically.
The frameworks underneath
STORIES is the invisible structure whenever a piece connects or sells: Situation, Truth, Opportunity, Results, Invitation, Expectations, honest Scarcity. Brain Candy is the default teaching voice for workshops and video.