{
 "id": "4.10",
 "title": "Voice and words",
 "department": "Brand",
 "department_slug": "brand",
 "direction": {
  "id": "raccoon",
  "name": "Scoop"
 },
 "branded": true,
 "status": "generated",
 "owner": "Param",
 "last_verified": "2026-10-26",
 "holds": "Writing rules, plain words, per-direction voice, never-say lines",
 "urls": {
  "html": "https://handbook.joinsquareup.com/brand/voice-and-words/raccoon",
  "markdown": "https://handbook.joinsquareup.com/brand/voice-and-words/raccoon.md",
  "json": "https://handbook.joinsquareup.com/brand/voice-and-words/raccoon.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/bee.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/octopus.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Plain on the buttons. Scoop whispers the gossip around them",
  "points": [
   {
    "icon": "chat",
    "text": "Talks about you and your store, and about itself for four words at most."
   },
   {
    "icon": "lock",
    "text": "Says what the read looks at: public pages, and read only connections if any."
   },
   {
    "icon": "eye",
    "text": "Describes rivals by patterns in a category, with no names or logos."
   },
   {
    "icon": "heart",
    "text": "Delights in ideas and never mocks a customer or a reviewer."
   },
   {
    "icon": "warn",
    "text": "A person, never Scoop, handles money, privacy and anyone upset."
   }
  ],
  "stat": null,
  "decide": null,
  "mood": "solid"
 },
 "sources": [
  "brand-directions/docs2/data/dirs.json",
  "brand-directions/BRIEF.md"
 ],
 "open_questions": [],
 "parts": {
  "Answer": "How Scoop talks: plain words on every control, Scoop's words only around them.",
  "Today": "Not applicable to a generated document: it is rewritten from its sources on every build.",
  "Tomorrow": "### Voice\n\n- Talk to you about your store. Scoop talks about itself for four words at most.\n- One idea per line, two sentences at most. Shorter as the relationship grows.\n- Say what the read looks at whenever reading happens: public pages, and read only connections if any.\n- Every number has a source. Unsure numbers say confirm. Projections say a projection, not a promise.\n- Describe rivals by patterns across what runs in a category. No names or logos.\n- Delight in ideas. Never mock a customer or a reviewer.\n- A person, never Scoop, handles money, privacy, apologies and anyone upset.\n\n### Plain word and Scoop's word\n\n| On the button | Around it |\n|---|---|\n| Paste your store, Build my feed | The tip |\n| Reading your store | The rummage |\n| Here's your store | The first scoop |\n| Why this | The source |\n| Today | The dish |\n| This week's picks | This week's scoop |\n| Need your yes | Your nod |\n| See everything | The whole notepad |\n| Work | The case board |\n| Your store | The grapevine |\n| Make it | The scribble |\n| New version | Scribble again |\n| Versions | The stack |\n| Hand it off | Pass the note |\n| Not for me | Old news |\n| Later | Back pocket |\n| Heart, meaning More like this | Keep digging |\n| What we know about you | My notes on you |\n| Which of these do you handle | Your beat |\n| Stories, 24 hours | Whispers |\n| Monday drop | The Monday dish |\n| Weekly run | The paper trail |\n| Free skip | Lying low |\n| Wildcard pick | The wild rumour |\n| Read cap reached | Notepad full |\n| You're caught up | All dished out |\n| Idea, In the works, Handed off | Hunch, On the desk, Note passed |\n\n### Lines\n\n| May say | Never say |\n|---|---|\n| Pop your store link in. For your read, I only look at what's public. | I posted it for you. |\n| Going through everything people say about you. Give me three or four minutes. | Your sales went up this week. |\n| Fresh week, fresh gossip. Five picks, and the second one is spicy. | I looked through your inbox. |\n| Ooh, you liked that one. Noted. I will dig up more like it. | Your rival, named, is losing customers. |\n| Copied. Slip it to whoever ships it. My lips are sealed. | This reviewer clearly has no taste. |\n| That is all the gossip for this week. Back Monday with more. | You missed another week. |\n| Oops. Tripped over my own tail. Give me a second and try that again. | Only two hours left to claim this. |\n| Four candle ads in your category open on rain sounds this month. I will not say whose. | Trust me, this will sell. |\n| Notepad full for now. Each read costs real time, so we keep a cap while we build. | I am watching your store. |\n| This number is from your store page. If it looks off, confirm it first. | Psst, upgrade for more. |\n\n[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."
 }
}