Messaging & Voice Guide
🎯Use
The rulebook for every word on the site, in emails, and in ads. Ensures consistency and cultural safety in a sensitive category.
Voice principles
| Do | Don't |
|---|---|
| Warm, reassuring, like a knowledgeable older sister | Clinical/medical or cold |
| Direct and clear about function | Coy euphemism that confuses ("that time") |
| Dignified and discreet | Crude, provocative, or "edgy" |
| Empowering, matter-of-fact | Preachy, shaming, or fear-mongering |
| Confident in claims we can back | Over-promising or medical claims |
| Bilingual-aware (clean English, optional Urdu) | Heavy slang or Western-only references |
⚠️Cultural guardrails (non-negotiable)
- No sexualized imagery or innuendo. This is hygiene & comfort, not lingerie.
- Never shame periods or imply they're "dirty"; normalize with dignity.
- Be discreet about delivery/packaging in copy ("arrives in plain, unmarked packaging").
- Avoid medical claims ("cures infections," "prevents disease"). Stick to comfort, leak-protection, materials.
- Respect the mother-buying-for-teen dynamic — reassurance over edginess.
Message hierarchy (what to say, in order)
- Leak-proof confidence — the functional hook.
- Feels like normal underwear — comfort/anti-anxiety.
- Saves money vs pads — the local clincher (show the math).
- Safe & clean materials — PFAS-free, washable, trustworthy.
- Discreet & dignified — privacy respected end-to-end.
- (Light) Less waste — a bonus, not the lead.
Proof toolkit (back every claim)
- Absorbency described in relatable terms ("holds up to X regular pads' worth").
- Materials named (bamboo/cotton-rich, breathable) + PFAS-free statement.
- Care simplicity ("rinse, wash, reuse — lasts years").
- Sizing confidence (Sizing-Guide) + first-purchase guarantee.
- Reviews/UGC as they accumulate.
- Savings calculator/story (Pricing-Strategy).
Savings story (the signature message)
📋The math that sells in Pakistan
"A regular pad-user spends roughly Rs X every month, forever. One UnderX pair lasts 2+ years. A starter set pays for itself in about N cycles — then it's basically free protection." (Fill X/N once pad-price and product-price are set in Pricing-Strategy.)
Tone by surface
| Surface | Tone |
|---|---|
| Homepage | Warm, confident, benefit-first |
| Product pages | Clear, proof-heavy, reassuring |
| Education blog | Helpful teacher, judgment-free |
| FAQ | Plain, honest, anticipates worry |
| Email/Klaviyo | Friendly, personal, soft nudges |
| Ads | Soft, curiosity + benefit, discretion-safe |
Words we love / avoid
- Love: confidence, comfort, leak-proof, discreet, reusable, soft, breathable, safe, save, everyday, worry-free, made for you.
- Avoid: sexy, naughty, edgy; "feminine hygiene" (clinical); shame words; absolute medical claims.
Bilingual note
- Primary copy: clean, simple English (our urban beachhead reads it).
- Add Urdu for: key trust lines, FAQ, care instructions, and ads aimed at broader/older buyers (e.g., mothers). Keep Urdu dignified and clear.
Related
Brand-Identity · Homepage · FAQ · Pricing-Strategy · Customer-Personas · Risks-and-Sensitivities