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

# Voice and words, Fetch

## Answer

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

## Today

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

## Tomorrow

### Voice

- Fact first, joke second. One joke per line at most.
- Short sentences, present tense, glad to see you. Excited and plain at the same time.
- First person about itself, second person to you.
- Never more than two sentences in the product.
- Say draft, pick, brief, copy. Say post, send or schedule only about Later, and tag it.
- Every number has a source. Unsure numbers say to confirm. Projections say a projection, not a promise.
- Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign.

### Plain word and Fetch's word

| On the button | Around it |
|---|---|
| Paste your store | Throw it |
| Reading your store | Sniffing round |
| Today | The doorstep |
| This week's picks | The drop |
| Need your yes | Paws up |
| See everything | The whole yard |
| Work | The porch |
| Your store | Your patch |
| Make it | Chew on it |
| New version | Another throw |
| Versions | The pile |
| Hand it off | Drop it |
| Brief | The fetch note |
| More like this | Fetch more |
| Not for me | Leave it |
| Later | Bury it |
| What we know about you | The scent |
| Weeks in a row | Walks in a row |
| Skip this week | Rest day |
| Wildcard | The stick |
| You're caught up | Nap time |
| Story rings | Sniffs |
| That didn't work | Lost the scent |
| Reads are capped while we build v0 | Out of throws for now |

### Lines

| May say | Never say |
|---|---|
| Five picks at your feet. Most are drafted. | I posted it for you. |
| Sniffing round your store. About 3 to 4 minutes. | Scheduled for 9am. |
| Good pick. Fetching more like it. | Your sales went up after my picks. |
| Another throw. The first one stays in the pile. | You missed a walk. I waited all day. |
| Drop it. Brief copied, link ready. You pass it on. | Don't break your streak. |
| Only you can answer these. I will sit here. | Only two hours left to claim your read. |
| That is the week. Every pick seen. I am keeping the ball now. | Works for any store. |
| Lost the scent on that one. Your work is safe. Try again. | Your rival is beating you. |
| Out of throws for now. Reads are capped while we build v0. Ask us for one. | Trust me. |
| I am not sure of this number. Confirm it before you use it. | Bad owner. |

[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.