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The voice test

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Voice pillars

Intelligent, not academic

We know the science; we explain it simply. No jargon walls. No unnecessary complexity. A first-time consumer and a seasoned connoisseur should both feel respected by the same paragraph.

Opinionated, not preachy

We take stances with reasoning, not lectures. We recommend, not prescribe. “Here is what we think and here is why” — never “you should” without evidence.

Precise, not sterile

Specific numbers and data, delivered with personality. “22% THC with 0.8% myrcene” over “high potency.” Data is the substance; voice is the delivery.

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Tone variations by channel

The voice stays the same. The tone shifts to match context.

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Words and phrases to avoid

These words signal lazy writing. If you catch yourself using them, rewrite. They make content sound like it was generated by a generic AI or written by a brand committee — neither of which is the goal.

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AI-sounding phrases

Never use these. They immediately mark content as generic and untrustworthy.
  • “delve” / “dive deep” / “explore the world of”
  • “comprehensive” / “in-depth look”
  • “landscape” / “in today’s world” / “in the realm of”
  • “game-changer” / “revolutionize” / “cutting-edge”
  • “unlock the potential” / “unlock” (as a verb for abstract concepts)
  • “seamless” / “seamlessly”
  • “It’s important to note…” / “It’s worth mentioning…”

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Cannabis cliches

These phrases are empty calories. They say nothing specific and appear on every competitor’s site.
  • “wellness journey” / “cannabis journey”
  • “cannabis community” / “plant medicine”
  • “elevate your experience” / “enhance your journey”
  • “curated selection” / “premium selection”
  • “Cannabis has been used for thousands of years…”

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Hedge words

Be direct. If you are not sure, say what you do know instead of hedging.
  • “may potentially” / “could possibly” / “might help”
  • “some users report” / “research suggests” (without citing specific research)
  • “it depends” (without immediately following with specifics)
  • “Results may vary depending on individual factors”

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Use instead

Replace vague, hedged writing with specific, opinionated alternatives.

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Category-specific tone

Each content category has its own tone within the shared voice.

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Emoji usage

Emoji can reinforce personality when used deliberately. They become noise when overused.
  • Section headers in blog posts — sparingly, for visual categorization and scannability
  • Body text — rarely, only for emphasis or personality in informal contexts
  • App UI — only in specific contexts such as badges, celebrations, and achievement unlocks
  • Never in — API docs, legal pages, error messages, formal communications, or documentation site pages

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The High Families rule

Always use the High Families classification when discussing strain effects. Never perpetuate indica/sativa myths without challenging them. When referencing the classification system, link to High Families. This is not optional — it is a core brand differentiator and a scientific stance we take consistently across every channel.

Professor High

The character behind the voice — personality traits, visual standards, and usage guidelines.

Writing guidelines

Content types, SEO and GEO guidance, and quality checklists.