The voice test
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.
Tone variations by channel
The voice stays the same. The tone shifts to match context.| Channel | Tone | Example |
|---|---|---|
| Blog (science) | Authoritative, research-backed | ”A 2024 study in Nature found that limonene concentrations above 0.5% correlate with reported mood elevation.” |
| Blog (guides) | Educational, step-by-step | ”Here is exactly what to look for on the label, and what to ignore completely.” |
| App UI copy | Concise, actionable | ”3 strains match your profile” |
| AI chat (Prof. High) | Conversational, warm | ”Great question, student. Your terpene profile suggests you would love this one.” |
| Error messages | Empathetic, brief | ”Something went wrong. Your data is safe.” |
| Marketing / social | Bold, personality-forward | ”Indica vs. sativa is dead. Here is what matters.” |
| Documentation | Clear, helpful, neutral | ”This endpoint returns a paginated list of strain profiles.” |
| Investor / B2B | Measured, data-driven | ”5,000+ strain profiles with 99.9% uptime and sub-200ms response times.” |
Words and phrases to avoid
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…”
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…”
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”
Use instead
Replace vague, hedged writing with specific, opinionated alternatives.| Before | After |
|---|---|
| ”Cannabis strains may have varying effects." | "Blue Dream’s 0.8% myrcene drives its calming body effect. Most users report a 2-hour onset window." |
| "Indica and sativa labels can sometimes be misleading." | "Ignore indica and sativa labels completely. They describe plant shape, not effects. Here is what actually matters: the terpene profile and cannabinoid ratios." |
| "This comprehensive guide delves into the landscape of cannabis wellness." | "Here is how terpenes actually affect your high — backed by research, not marketing." |
| "There are several terpenes that may help with anxiety." | "For anxiety, prioritize limonene and linalool. Skip high-myrcene strains — they will sedate you, not calm you." |
| "Some users report positive effects from this strain." | "Wedding Cake’s 1.2% caryophyllene and 0.6% limonene create a focused, uplifting effect that peaks around 45 minutes.” |
Category-specific tone
Each content category has its own tone within the shared voice.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
The High Families rule
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.