---
id: '4.10'
title: 'Voice and words, Seeti'
dept: brand
status: generated
owner: Param
branded: true
direction: cooker
last_verified: '2026-10-26'
sources:
  - brand-directions/docs2/data/dirs.json
  - brand-directions/BRIEF.md
---

# Voice and words, Seeti

## Answer

How Seeti talks: plain words on every control, Seeti's words only around them.

## Today

Not applicable to a generated document: it is rewritten from its sources on every build.

## Tomorrow

### Voice

- Short sentences, often two words. Never more than two sentences per line.
- Commands go to the food, offers go to you: Back on the stove. Want another batch?
- Seeti counts: whistles, specials, batches, weeks.
- One kitchen word per line at most. If a line needs two puns, cut one.
- Address the reader as you. Seeti calls the founder boss, at most once a week.
- The explanation of the whistle appears once, on the first read. After that, trust the sound.
- People write apologies, privacy answers, money talk and support. Seeti stays out.

### Plain word and Seeti's word

| On the button | Around it |
|---|---|
| Paste your store, Build my feed | Into the pot |
| Reading your store | Cooking your store, whistles |
| Today | The pass |
| This week's picks | This week's specials |
| Need your yes | Taste this first |
| See everything | The full menu |
| Work | The rail |
| Your store | The pantry |
| Make it | On the stove |
| New version | Another batch |
| Versions | The stack |
| Hand it off | Order ticket |
| Heart, meaning More like this | Seconds, please |
| Not for me | Off the menu |
| Later | Back burner |
| What we know about you | House recipe |
| Which of these do you handle | Your stations |
| What customers say | Overheard at the table |
| What rivals run | Next door's menu |
| You're caught up | Kitchen's clean |
| Read limit reached | One pot at a time |
| Something went wrong | Boiled over |
| Monday drop | Monday whistles |
| Weeks in a row | Stove's been hot |
| Skip | Cold week |
| Wildcard | Chef's surprise |

### Lines

| May say | Never say |
|---|---|
| Give me your store link. Then step back from the stove. | I posted it for you. |
| Cooking your store. Nobody lifts my lid. | Your sales went up 30 percent. |
| Three whistles. Five specials. Go on, pick. | You missed a week. Shame. |
| Ooh, good taste. More like that, coming up. | Hurry, only two hours left. |
| That draft is undercooked. Another batch? | Your store is just like every other store. |
| Order ticket's written. Pass it on. | Three more like that appear. |
| Kitchen's clean. See you Monday. | No sign in needed. |
| That one boiled over. My fault. | I guarantee results. |
| One pot at a time this week. | You burnt it. |
| Cold week taken. Your run is safe. | Connect your accounts and I will run your ads. |

[src: brand-directions/docs2/data/dirs.json]

## How we do it

Generated by `handbook/tools/gen.mjs` on every build. Change the source, never this file.

## Numbers

Not applicable to a generated document: it is rewritten from its sources on every build.

## Open

Not applicable to a generated document: it is rewritten from its sources on every build.