01
filterpage first
Say page before platform, system, or tool. The page is the product.
approved line
one pawrful page.
If the sentence could describe a dashboard, rewrite it around the public page.
brand system
foundation / voice
activemenu
brand system
foundation / voice
foundation / voice system
voice
Warm, concrete, page-first language without funnel copy.
voice
activeone pawrful page.
warm, concrete, maker-first, never funnel-shaped.
page, not platform
links, not widgets
people, not users
01 / voice spine
the default writing filters
Use these before writing a headline, button, feature bullet, email subject, or share-card line. They are short enough to behave like checks, not a prose style guide.
02
filtermaker first
Talk to people who make, show, arrange, and share. Do not write for marketers optimizing a funnel.
approved line
a bento grid made for makers, not marketers.
Prefer make/show/arrange/share over capture/convert/drive/optimize.
03
filterconcrete first
Name what someone does and what appears on the page.
approved line
Paste a Spotify link. It becomes a player.
Cut generic adjectives like beautiful, clean, seamless, and robust.
04
filterwarm, not cute
Let pawrful carry the wordplay. Do not force animal jokes or mascot language.
approved line
keep the pawr
Puns should do product work. If they only decorate the sentence, cut them.
02 / message ladder
pick the smallest pitch that works
The line gets longer only when the surface needs more context. This keeps marketing, metadata, product UI, founder notes, and dev docs from inventing separate brands.
default
one pawrful page.
Add context only when the surface cannot answer what pawr is from the page itself.
01
smallest pitch
copy
one pawrful page.
hero, footer, social avatar bios, tiny cards
Avoid: Adding a second slogan beside it.
02
plain product pitch
copy
a page for everything you make, share, and care about.
metadata, directory descriptions, onboarding intros
Avoid: Explaining infrastructure before the page is understood.
03
action pitch
copy
Paste your links, shape your grid, and share one page that feels like you.
homepage body, app listings, founder walkthroughs
Avoid: Turning this into a feature checklist.
04
contrast pitch
copy
link-in-bio tools became funnels. pawr.link is the page itself.
competitive sections, story page, founder posts
Avoid: Naming competitors unless the surface is explicitly comparative.
05
technical pitch
copy
human- and agent-readable pages, without making the plumbing the pitch.
AI/dev audiences, docs, partner explanations
Avoid: Leading general marketing with wallet, IPFS, crypto, or protocol language.
03 / social prompts
cover questions stay separate
The cover line can be sharper than the core tagline because it lives in social chrome. Treat it as a prompt, not as a replacement for the main identity line.
got your pawr?
X cover
got your pawr?
primary social-cover question line
Use as the profile-cover prompt. Do not replace the core tagline or paid lifecycle language with it.
04 / surface tone
personality changes by pressure
Turn the voice up when someone is discovering pawr. Turn it down when they are trying to finish a task, fix a payment, or recover from an error.
high
marketing / social
warm, clever, opinionated
pawrful was not just a catchphrase in our bio.
medium
homepage / pricing
warm, direct, concrete
your page should represent you, not optimize you.
low
product UI
clear, brief, helpful
pick your username
medium
billing / lifecycle
direct, human, state-aware
keep the pawr
low
errors / support
honest, calm, no blame
something went wrong. try again?
05 / lifecycle phrase bank
state decides the phrase
These phrases are not decorative. Each one names a specific user state, so future emails, banners, receipts, and paid pages can stay consistent.
state
signup
phrase
pawr.link/{u} is yours
job
confirm ownership
surface
welcome email
state
paid
phrase
you've got the pawr!
job
celebrate without hype
surface
receipt, success state
state
active subscriber
phrase
keep the pawr
job
name the paid relationship
surface
/keep, banners, CTAs
state
trial ending
phrase
your pawr is wrapping up
job
warn softly
surface
trial email
state
payment failing
phrase
you're losing the pawr in {N} days
job
make urgency concrete
surface
billing email
state
expired
phrase
get the pawr back
job
leave the door open
surface
reactivation email, /keep
06 / copy QA
say this, not that
Use this as a rewrite board before shipping marketing, pricing, onboarding, and share copy. The point is to make better default choices, not to police every sentence.
core noun
say
page
avoid
platform
The public page is the product. Platform makes pawr sound like generic SaaS.
feature unit
say
link type / card / piece
avoid
widget
Widget is internal product language. People add links and cards.
pricing benefit
say
No forced pawr branding
avoid
remove our branding
The benefit is autonomy, not awkward removal copy.
analytics
say
Live visitor count
avoid
visitor counter
Count is clearer and less dashboard-like than counter.
import
say
Bring your links over
avoid
Import your Linktree
Names the outcome and avoids anchoring pawr to a competitor.
share preview
say
Automatic share previews
avoid
automatic OG image preview
OG is implementation language. Share preview is what people see.