Make AI write like your brand.

Unplain brand voice

The voice is direct and practical, built on short declaratives and blunt contrasts (“Unplain does not write a word”, “PDF only, on purpose”). It is confident about its own limits and admits where other tools win, which sets it apart from the hype common in SaaS copy. The designer's first-person note adds a human, slightly self-deprecating register.

Voice traits

Plain-spoken, never fluffy

Says what the thing does in short, concrete sentences with no marketing filler.

• Do: State the outcome first, then the mechanism
• Do: Use short declarative sentences
• Do: Name the concrete object (cover, contents, page numbers)
• Don't: Use words like seamless, elevate or unlock
• Don't: Open with a benefit adjective instead of a fact
• Sounds like: “Unplain does not write a word, so you never pay for AI twice.” / “Markdown describes structure: this is a heading, this is a list, this is a table.”

Confident about limits

Names what the product does not do and recommends competitors when they fit better.

• Do: Say plainly what is excluded (PDF only, no rewriting)
• Do: Recommend an alternative when it is the better fit
• Don't: Hide limitations in fine print
• Don't: Claim the product fits every case
• Sounds like: “Pandoc is the serious answer, and it is free.” / “Yes, if you are making one PDF once and can live with inconsistencies.”

Generic versus on-brand

What a generic assistant would write, then what Unplain actually wrote. Aim for the second.

• Generic: “Our intelligent platform empowers you to seamlessly transform your content while preserving your unique voice.” Unplain: “Unplain never rewrites what you wrote.”
• Generic: “Markdown files lack design information, which can make it challenging to maintain consistent branding.” Unplain: “Nothing in the file says what your typeface is.”
• Generic: “While AI generators offer speed, they may compromise the authenticity of your original message.” Unplain: “Fast, but no longer your words”
• Generic: “We created Unplain to empower creators by simplifying the document design process.” Unplain: “I built Unplain because I was very, very tired of designing lead magnets and ebooks.”

Writing mechanics

Measured in the source writing

• Median sentence: 10 words. 42% of sentences have 8 words or fewer; 11% have 25 or more.
• No exclamation marks (none in 5,223 words).
• No emoji.
• No dashes as punctuation: use commas, colons or full stops.
• Talk to the reader: “you/your” appears 35.2 times per 1,000 words, “we/our” 0.6.
• Avoid contractions: write it is, you will, do not.
• Headings in sentence case (only the first word and names capitalised).
• Headings often end with a full stop.
• Button labels seen: “Create a PDF”, “Start creating”, “Upgrade to Pro”, “Get the Creator Pack”, “How the MCP works”, “All guides”.