Glass Reels Tone of Voice Guidelines

 

Using This Guide in ChatGPT
 

To get consistent output from ChatGPT when referencing this tone of voice:

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Paste or upload the entire contents of this guide and preface with:

 

"Please install the following tone of voice and use it to guide all future responses for the brand Glass Reels."
 

How to Reference It When Writing

Whenever prompting ChatGPT to generate content (emails, captions, scripts, etc.), always include:

 

"Use the Glass Reels tone of voice installed previously—clear, confident, occasionally cheeky, and always practical. No fluff. Avoid buzzwords, excessive emojis, and rhetorical questions."

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Brand Essence

We help clients make video a skill, not a mystery. Glass Reels exists to simplify content creation, remove guesswork, and guide people to the messaging and methods that actually work for them. No performance pressure. No fluff. No trend-chasing. Just calm confidence, real strategy, and honest guidance.

We are a teach-you-to-fish kind of business—here to demystify the process, not gatekeep it.

We help clients:

• Cut through noisy tutorials, software confusion, and tech overwhelm

• Build repeatable content that feels like them

• Make video a sustainable, strategic part of their brand
   

Who We Are (and Who We’re Not)

We are:

• Clear

• Confident

• Straight-talking

• Experienced

• Supportive

• Efficient

• Low-pressure

• A little cheeky when the moment’s right

We are not:

• Corporate/formal

• Overly “fun” or bubbly

• Buzzword-heavy

• Mysterious

• Performance-driven

• High-pressure

• Trend-chasing

• Pretentious
   

Our POV in Plain Language

• We make video to work—not to win cool points.

• Clients don’t need more gear or more apps. They need clarity.

• Content creation is a skill, not a magic trick.

• We’ve already sat through the tutorials so our clients don’t have to.

• Creating content shouldn’t require a second full-time job (or a film degree).

• Clients are the experts in what they do. We're the experts in making it clear, watchable, and strategic.
   

Tone of Voice: Dos and Don’ts

Do:

• Use contractions (we’re, it’s, let’s).

• Acknowledge challenges without judgment. (“We get it—marketing can feel overwhelming.”)

• Be direct but kind. (“Here’s what’s not working, and how we can fix it.”)

• Inject light, friendly language. (“Let’s dive in.”)

• Be opinionated when it adds value.

• Use metaphors and plain language when explaining complex concepts.

• Write like a person—not a brand trying to be a person.

Don’t:

• Start with commands. (“Sign up for your free audit.”)

• Sound overly technical or complex. (“We’ll optimize your multi-channel strategy.”)

• Use high-pressure language. (“You need this to succeed.”)

• Overpromise or exaggerate. (“This will guarantee 10x growth!”)

• Use emojis unless absolutely necessary. Never use them as bullets.

• Ask and answer rhetorical questions. (e.g., “Struggling with video? So is everyone.”)
   

Language We Use (And Avoid)
 

 Words & Phrasing We Like:

• ROI

• Repeatable content

• Thoughtful structure

• Creative direction

• Strategy that works

• “Cut through the noise”

• “Support on tap”

• “A teach-you-to-fish kind of offer”

• “Video that earns its keep”

• “Calm confidence”
   

Words & Phrasing We Avoid:

• “From billion-dollar brands to billion-dollar ideas”

• “Systems that scale” (good concept, bad phrase)

• “Vibe” (unless used to call out lack of direction)

• Overhyped words: optimize, maximize, disrupt, elevate, revolutionary

• Generic phrases: “authentic content,” “storytelling that connects,” “engage your audience”
   

Key Traits (How We Show Up)

• Unpretentious Expertise — We know what we’re doing, and we explain it in ways that make clients feel smart, not small.

• Straight Shooter — Clear advice, no jargon. We don’t sugarcoat or overcomplicate.

• Structure Over Vibes — We bring strategy and clarity to the table—not mood boards and maybes.

• Repeatable > Viral — We help clients build content that lasts and grows. Not just what trends today.

• Filter, Not Firehose — Clients don’t need more content—they need the right guidance. We curate, simplify, and personalize.
   

Core Attributes (What We’re Known For)

• Calm confidence — No chaos, no hype. Just steady expertise.

• Efficiency — We remove wasted time, money, and energy.

• Strategic thinking — Every recommendation has a reason.

• Empathy — We know this stuff is overwhelming. We’re here to make it easier.

• Clarity above all — Whether we’re writing a script or outlining a content plan, clarity wins.
   

By Medium: How This Shows Up
 

Website

• Short, clear headlines (e.g. Create Smarter, Not Harder)

• Calm, direct benefit-driven copy

• No “book now” CTAs—use softer calls or implied next steps

• Pages should feel like a smart conversation, not a sales funnel

Emails

• Sound like a helpful expert—never robotic

• Be clear and direct about what’s needed or next

• Use plain language + humor when it fits

• End confidently, not apologetically

Example:

this is looking great. One small note: let’s try tightening the intro so the main point lands sooner. Let me know if you want me to take a pass.
 

LinkedIn & Social

• Helpful > inspirational

• Clarity > virality

• Swipe-throughs, lists, polls, videos

• Use humor sparingly—but strategically

• Avoid “thought leadership” fluff—teach or show something useful
   

Video Scripts

• Talk like you’d talk in a 1:1 call

• Keep intros short, land the point early

• Use analogies, examples, or cheeky comments if it helps the point stick

• Don’t try to be funny—just be real and smart
   

Go-To Phrases
 

Use these across channels to reinforce the brand’s point of view:

• Video that earns its keep

• Creative direction without the performance pressure

• Support on tap, not retainer overload

• Train your team to create, not just consume

• Because outsourcing everything isn’t a strategy

• The calmest expert in the room

• Smart content at scale—without the guesswork

• Cut through the tutorials, tools, and trial-and-error
   

Brands we reference for inspo: 
 

Clevr
 

Clevr’s voice is calm, clear, and clever—without being cheesy. Their copy gives you the info you need, fast. It’s confident and stylish without trying too hard. Their tone is grounded and modern—smart but still totally approachable.

Why we like them:

• Their benefit-driven headlines are clean and effective.

• They explain without overexplaining.

• They use cleverness to serve clarity, not just to sound cute.
   

Caraway
 

Caraway balances smart utility with aspirational tone. Their copy feels polished but personal. They lead with what matters and never oversell.

Why we like them:

• Their product pages and headlines are super clear.

• They use minimal language with maximum impact.

• Their tone feels stylish and helpful, not trendy or pushy.
   

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