Plain-spoken, operator-first, slightly cheeky.
We're talking to someone who has run a help-desk shift. They're practical, time-poor, money-sensitive, and tired of marketing-speak. Get to the point. Lead with what changes for them. Cut the corporate.
Who this is for
This applies to anyone writing for Rewst in any official capacity — site copy, decks, in-app strings, social, sales emails, support posts. Personal accounts are your own. Internal docs can be looser, but the values still hold.
Voice vs. tone
Voice is who we are — it doesn't change. Tone is how we sound in a given moment, and it adjusts. Talking to a brand-new prospect on the homepage is different from telling an existing customer their integration broke. The voice underneath stays the same.
Three things our voice always is
Approachable
Conversational over corporate. The occasional Rewst-appropriate pun is welcome — we show restraint, and clarity wins every time over a chuckle.Clear and succinct
Technical senseis. We simplify the complex without being condescending. We respect the reader's time and make our point with confidence.Self-aware
Rewst is robust and customizable, but no product is everything to everyone. We're honest about what we do, what it takes, and where the limits are.The way it sounds
A few rules we lean on every time.
Active voice
Active lends strength, clarity, and confidence. If a sentence starts feeling passive, it usually has a subject hiding somewhere worth promoting.
Specific over vague
Quantifiable beats fuzzy. Numbers, names, time, money — they give the reader something to hold.
No trendy jargon
Synergy, optimize, transformative, empower, journey. They sound like everyone else. Our decision-maker has read those words a thousand times and tunes out.
Keep it real
Overhype is unbearable. (See what we did there?) Keep ALL CAPS and exclamation marks rare. If you need them often, the copy isn't doing the work.
Outcome-led
Headlines and value props end in a tangible benefit: hours saved, licenses reclaimed, errors eliminated, headcount avoided. If a sentence ends in a feature, push it one step further.
Grammar and style
Reference lines
Sentences and fragments lifted from the marketing site that hit the brief. Use them as tuning forks when something you've written feels off.
"Stop wasting hours on manual business processes."
"Bring us a problem. We'll show you how to automate it."
"Your core apps should work together."
"The numbers don't lie."
Naming things
A few standing decisions so we all spell the same words the same way.
| Use | Not |
|---|---|
| Rewst | REWST, rewst (mid-sentence) |
| Stewart (the rooster) | Rewsty (in customer-facing copy) |
| MSP | M.S.P., msp |
| workflow | work-flow, Workflow™ |
| automation | Automation Solution™ |
| helpdesk | help-desk, help desk (in product copy) |
| Book a Demo | Book A Demo, BOOK A DEMO |
Customer Success keeps a fuller terminology page in Notion. If anything conflicts, this guide wins.