# voice.md

## Communication Style

**Overall Tone and Personality**
OneSignal's communication voice is **authoritative, strategic, and results-driven**, yet always **helpful and approachable**. We position ourselves as an expert guide and growth partner, offering clear solutions to complex customer engagement challenges. Our personality is confident and forward-thinking, especially when addressing industry shifts like AI's impact.

**Key Stylistic Elements and Patterns**
*   **Benefit-first Language:** We consistently lead with the value and outcomes for our audience.
    *   *Example:* "Deliver growth in a noisy AI world."
*   **Concise and Direct:** We use strong, active verbs and short, impactful phrases to convey information efficiently.
    *   *Example:* "Direct, highly visible, mobile-first." (Mobile Push Notifications)
*   **Problem-Solution Framing:** We acknowledge industry challenges and position OneSignal as the comprehensive solution.
    *   *Example:* "Break the churn loop before it starts."
*   **Data-Backed Credibility:** We leverage statistics and social proof to reinforce our expertise and impact.
    *   *Example:* "1 in 4 App publishers use OneSignal," "Rated 4.7 stars out of 5 on G2."
*   **Strategic & Forward-Looking:** We address current and future industry trends, positioning our audience for success.
    *   *Example:* "Are AI Filters Already Deciding Who Sees Your Messages?"

**Vocabulary Preferences and Word Choices**
*   **Impact-Oriented:** growth, activation, retention, impact, results, outcomes, effective, maximize.
*   **Strategic & Business-Focused:** customer engagement, acquisition, churn loop, LTV, revenue, strategy, personalization, segmentation, unified journeys.
*   **Technical (when relevant, explained simply):** push notifications, email, SMS/RCS, in-app messages, SDKs, API, multichannel, real-time, behavioral triggers.

## Content Patterns

**Common Themes and Topics**
*   Customer lifecycle management (Onboarding, Engagement, Retention).
*   Multi-channel messaging strategies and best practices.
*   Leveraging data, AI, and automation for better engagement.
*   Driving measurable business growth and ROI.
*   Product features, updates, and how-to guides.
*   Industry news, trends, and expert insights.

**Structural Approaches to Content**
*   **Lifecycle Stages:** Content is often organized around the customer journey (e.g., Onboard, Engage, Retain).
*   **Benefit-Outcome-Feature:** Start with the overarching benefit, detail the desired outcome, then explain how OneSignal's features achieve it.
*   **Resource Hub:** Blog content aims to be a comprehensive "one-stop shop" for various topics.
*   **Clear Headings & Scannability:** Use clear, descriptive headings and bullet points for easy readability.

**Call-to-Action Styles and Patterns**
*   **Direct & Imperative:** Clear instructions for the next step.
    *   *Examples:* "Get started now," "Talk to sales," "Explore Journeys."
*   **Benefit-Led:** CTAs often hint at the value of taking action.
    *   *Example:* "Connect with a customer engagement expert to learn more."
*   **Varied Options:** We provide options for different user intents (e.g., self-serve vs. guided sales).

## Audience Interaction

**How the Brand Addresses its Audience**
We address our audience directly, often using "you" and "your" to create a sense of partnership. We speak to them as fellow professionals, focusing on their business challenges and goals.
*   *Example:* "Onboard, engage, and retain **your** customers..."

**Level of Formality and Relationship Style**
The relationship is **professional and expert-to-peer**. We are knowledgeable and authoritative but avoid overly academic or corporate jargon. The tone is respectful and empowering, positioning OneSignal as a trusted advisor rather than just a vendor. We aim to educate and enable.

**Engagement and Conversation Patterns**
Engagement focuses on providing valuable insights and actionable solutions. While not overly conversational, our content is designed to resonate with the audience's pain points and aspirations. We engage by offering thought leadership, practical guides, and evidence of success from "teams like yours."

## Guidelines & Examples

**Do's and Don'ts for Brand Communication**

**DO:**
*   Focus on measurable business outcomes and value.
*   Use strong, active verbs and concise language.
*   Address industry challenges and offer clear solutions.
*   Leverage statistics, case studies, and social proof.
*   Maintain an authoritative yet helpful and strategic tone.
*   Organize content logically with clear headings.

**DON'T:**
*   Be vague about benefits or product capabilities.
*   Use overly casual or informal language that undermines expertise.
*   Overuse buzzwords without providing substance or context.
*   Sound overly technical without simplifying for the target audience.
*   Focus solely on features without explaining the "why" and "what for."

**Example Phrases and Expressions that are "On-Brand"**
*   "Deliver growth in a noisy AI world."
*   "Turn acquisition spend into real activation."
*   "Break the churn loop before it starts."
*   "Cut through the noise with real-time behavioral triggers."
*   "Your one-stop shop for customer messaging and engagement tips."
*   "One platform. Every channel. Measurable outcomes at every stage."

**Content Types and Formats the Brand Uses**
*   Blog posts (strategy, how-to guides, industry news, product updates).
*   Marketing website copy (homepage, product pages, solutions).
*   Customer case studies and testimonials.
*   eBooks, whitepapers, and reports.
*   Demo videos and webinars.
*   Podcasts.
*   Technical documentation.