Every piece of copy — a headline, a button, a toast — should check itself against these four. Miss one and rewrite.
State positions. Don't hedge. "Sharp tools, not platforms" — not "thoughtful tools for the modern AI era." Take the harder, clearer line.
Anti-pattern: hedging, "empowering," "unlocking"
Concrete beats abstract. Name the task, the time, the outcome. "Pass your cert in 7 days" — not "accelerate your certification journey."
Anti-pattern: "journey," "experience," "solutions"
We write like a person who respects the reader's time. A human voice beats a corporate one, every time. Use contractions. Use "we" and "you."
Anti-pattern: passive voice, "users," "the Luminocity team"
One point per sentence. No stacking of claims. If a phrase doesn't change the reader's mind, cut it. Silence is a feature.
Anti-pattern: buzzword chains, "revolutionary," "cutting-edge"
The fastest test of whether a draft is on-brand. Read both columns aloud. The right column is how most of the internet sounds.
Seven phrases that belong to us. Use them exactly; don't paraphrase. They're the linguistic equivalent of the logo — they carry identity.
AI makes people genuinely better at all things.
Use: hero headline · home only
Sharp tools,
not platforms.
Use: thesis · about page
By taking a place
by their side.
Use: positioning · subhead
Pass your cert
in 7 days.
Use: Certification Studio promise
Built with conviction,
not consensus.
Use: footer signature
One sharp problem,
one sharp answer.
Use: product intro
Density beats breadth.
Use: thesis emphasis
Specific words we use — and the common ones we avoid. When in doubt, choose the word that describes the smaller, truer thing.
| Instead of | We say | Why |
|---|---|---|
| users | people · practitioners · certifiers | "Users" is a relationship we don't want. We work alongside practitioners, not on "users." |
| platform | tool · studio · product | Platforms promise everything. Tools do one thing. We do tools. |
| AI-powered | [just say what it does] | Describing the mechanism isn't the point — the outcome is. |
| solutions | answers · tools · products | "Solutions" is a sales word. Name the thing. |
| leverage / utilize | use | Shorter word, same meaning. Always. |
| journey | week · sessions · prep | "Journey" is a mattress ad. Name the duration and the effort. |
| empower / unlock | help · let · make … possible | We don't grant powers. We remove obstacles. |
| revolutionary | [show, don't claim] | If it's revolutionary, the work will say so. We won't. |
| Luminocity | Luminocity (no space) | One word. The ".ai" suffix is optional in body copy, required in the wordmark. |
| Certification Studio | Certification Studio (Title Case) | Both words capped. Shortened to "the Studio" after first mention. |
Four real before/afters. The left column is what AI writes. The right column is what we ship.