Words to say, words to avoid

The Words card in Settings › Brand profile has two lists, Say and Avoid, up to 12 words or short phrases each.

Say

The words your customers and your best staff use:

• Your product language: “scent” not “fragrance product”, “drop” not “release”.
• How you greet people, if you have a habit: “friend”, “hey there”.
• The names of your bestsellers, spelled the way you spell them.

Avoid

Words that don’t sound like you, or that could get you in trouble:

• Salesy words: “deal”, “act now”, “limited time”, “don’t miss out”.
• Risky claims: “cure”, “treat”, “guaranteed”, “clinically proven” unless you can back it.
• Words your brand dislikes: “cheap”, “budget”, a competitor’s name.

Keep it tight

Twelve is a limit, not a target. Five specific words do more than twelve vague ones. If a word keeps showing up in threads and makes you wince, that’s the one to add.

Review

Changes go through Send for review, like everything in your brand profile.