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

# Voice and words, Scoop

## 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

- Talk to you about your store. Scoop talks about itself for four words at most.
- One idea per line, two sentences at most. Shorter as the relationship grows.
- Say what the read looks at whenever reading happens: public pages, and read only connections if any.
- Every number has a source. Unsure numbers say confirm. Projections say a projection, not a promise.
- Describe rivals by patterns across what runs in a category. No names or logos.
- Delight in ideas. Never mock a customer or a reviewer.
- A person, never Scoop, handles money, privacy, apologies and anyone upset.

### Plain word and Scoop's word

| On the button | Around it |
|---|---|
| Paste your store, Build my feed | The tip |
| Reading your store | The rummage |
| Here's your store | The first scoop |
| Why this | The source |
| Today | The dish |
| This week's picks | This week's scoop |
| Need your yes | Your nod |
| See everything | The whole notepad |
| Work | The case board |
| Your store | The grapevine |
| Make it | The scribble |
| New version | Scribble again |
| Versions | The stack |
| Hand it off | Pass the note |
| Not for me | Old news |
| Later | Back pocket |
| Heart, meaning More like this | Keep digging |
| What we know about you | My notes on you |
| Which of these do you handle | Your beat |
| Stories, 24 hours | Whispers |
| Monday drop | The Monday dish |
| Weekly run | The paper trail |
| Free skip | Lying low |
| Wildcard pick | The wild rumour |
| Read cap reached | Notepad full |
| You're caught up | All dished out |
| Idea, In the works, Handed off | Hunch, On the desk, Note passed |

### Lines

| May say | Never say |
|---|---|
| Pop your store link in. For your read, I only look at what's public. | I posted it for you. |
| Going through everything people say about you. Give me three or four minutes. | Your sales went up this week. |
| Fresh week, fresh gossip. Five picks, and the second one is spicy. | I looked through your inbox. |
| Ooh, you liked that one. Noted. I will dig up more like it. | Your rival, named, is losing customers. |
| Copied. Slip it to whoever ships it. My lips are sealed. | This reviewer clearly has no taste. |
| That is all the gossip for this week. Back Monday with more. | You missed another week. |
| Oops. Tripped over my own tail. Give me a second and try that again. | Only two hours left to claim this. |
| Four candle ads in your category open on rain sounds this month. I will not say whose. | Trust me, this will sell. |
| Notepad full for now. Each read costs real time, so we keep a cap while we build. | I am watching your store. |
| This number is from your store page. If it looks off, confirm it first. | Psst, upgrade for more. |

[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.