How we write
Clear, not creative
The 16 rules BuildPartner.ai uses for every button, email and page. Each rule has a yes or no test, and every example is real copy we wrote and then rewrote.
Last updated November 7, 2026
Our voice
We are
We are not
Grade your copy with Claude
Copy this prompt into Claude and paste your copy at the end. It checks every rule below and rewrites what fails.
The 16 tests
Every rule as one question. Yes passes.
- 1Say it plainlyWould a non-technical founder understand this on first read, with nothing to decode?
- 2Use the reader's wordsIs every word one the reader would use themselves?
- 3Ask it the way you'd say itCould you ask this question, word for word, on a call?
- 4Buttons say what happensDoes the button name the result, and does a send, charge or launch preview it?
- 5Statuses name the real stateCan the reader tell what this status means and whether they need to act?
- 6One word per ideaIs this the same word we use for this everywhere else?
- 7Only say what's trueIs this true for every reader who will see it, today?
- 8Promise only what's guaranteedCould we keep this promise for every reader, every time?
- 9Write copy that won't go staleWill this still be true when the model, schedule or tools change?
- 10Less is moreWould the reader miss anything if you deleted this?
- 11Calm, not hypeWould this read the same if a trusted advisor said it?
- 12Say why, and what to do nowDoes the reader know why this is happening and what to do next?
- 13Real people speak in first personIs it clear who is speaking, and did that person actually write it?
- 14BuildPartner.ai, every timeIs the name spelled BuildPartner.ai, and are there no em dashes?
- 15Emails read like a person sent themWould you open this from a friend, and does it deliver on its subject?
- 16Prompts state the goalDoes the prompt describe the outcome and leave the steps to Claude?
Clear, not creative
If a reader has to decode it, rewrite it as the plain sentence you would use to explain it.
Rule 1
Say it plainly
Say literally what the reader does or gets. No metaphors and no coined names.
Test: Would a non-technical founder understand this on first read, with nothing to decode?
Don't
Bump 1, Bump 2
Do
Email 1, 2 day wait, Email 2
Sequence steps
Don't
Pipe your own sessions in
Do
Turn your Claude Code sessions into summaries automatically
Tutorial title
Don't
Time to teach one.
Do
(cut)
Program step
Rule 2
Use the reader's words
Write for a founder or operator who doesn't code. No jargon, internal codes or abbreviations.
Test: Is every word one the reader would use themselves?
Don't
against your real repo
Do
against your actual project
Call to action
Don't
Builds
Do
Tutorials
Sidebar
Don't
indie hackers
Do
day job builders
Landing page
Don't
Obsidian-style vault
Do
local folder
Program step
Rule 3
Ask it the way you'd say it
Form and interview questions read like a person asking out loud.
Test: Could you ask this question, word for word, on a call?
Don't
What ran for you while you slept last night?
Do
Did you have any AI automations run while you slept last night?
Interview
Don't
What you run
Do
What are you looking to accomplish with AI?
Application form
Say what it is and what happens
Every label names the real thing, so nobody has to click to find out.
Rule 5
Statuses name the real state
A status says what is true now and who acts next. A number says what it counts.
Test: Can the reader tell what this status means and whether they need to act?
Don't
Not started yet
Do
Waiting approval
Status
Don't
Needs your OK
Do
Requires review
Status
Don't
Disqualified
Do
Not qualified
Status
Don't
Notes
Do
Internal notes
Column
Rule 6
One word per idea
Pick one term for each concept and use it everywhere. Use the shortest label that is still clear.
Test: Is this the same word we use for this everywhere else?
Don't
Type this into Claude Code / Copy this
Do
Copy this into your Claude project
Program steps
Don't
The Executive AI Program
Do
Program
Sidebar
Don't
cohort
Do
Executive
Across the app
Honest, not salesy
Copy is a promise. Make only the ones we keep, in words that stay true.
Rule 7
Only say what's true
Check every claim against the product. Counts and dates are calculated, never typed in.
Test: Is this true for every reader who will see it, today?
Don't
Your 5 decisions are applied
Do
A count that follows the reader's answers
Confirmation
Don't
Coming soon (on a live feature)
Do
(cut)
Label
Rule 8
Promise only what's guaranteed
No reply times, speed or ease claims, or guesses about the reader's situation.
Test: Could we keep this promise for every reader, every time?
Don't
Scoped problems get the time; vague ones don't.
Do
Your build may or may not be covered. Check call agendas before call to see details.
Request form
Don't
Build 1 · quick win
Do
Build 1
Card
Rule 9
Write copy that won't go stale
Describe the outcome, not today's model, schedule, vendor or command.
Test: Will this still be true when the model, schedule or tools change?
Don't
A specific model version
Do
The newest Opus model at default effort
Program slide
Don't
Runs every Friday and messages you in Slack
Do
Runs on its own and tells you when something needs you
Landing page
Don't
Next cohort starts October 5th
Do
A start date calculated from today
Landing page
Don't
<Vendor> connected
Do
Website connection live
Status
Short and calm
Less is more. Cut until it hurts, then cut once more.
Rule 10
Less is more
One idea per line. Cut subtext, hedges, disclaimers and anything the screen already shows.
Test: Would the reader miss anything if you deleted this?
Don't
Zip up your old AI setup - optional
Do
Zip up your old AI setup
Step title (the screen already marks it optional)
Don't
Optional, skip these if you're moving fast
Do
Want to go deeper?
Section intro
Don't
Estimate. It depends on how much of your mail is newsletters and noise.
Do
(cut)
Footnote
Rule 11
Calm, not hype
No emojis, exclamation marks, scarcity or countdowns. Don't discourage, and don't undersell.
Test: Would this read the same if a trusted advisor said it?
Don't
Use Your System!!! Iterate and Experiment
Do
Use Your System: Iterate and Experiment
Step title
Don't
Limited spots available
Do
(cut)
Landing page
Don't
Advanced · 90 min
Do
(cut)
Rule 12
Say why, and what to do now
Every disabled button, limit, empty state and setting says why, when it changes, and what the reader can do now.
Test: Does the reader know why this is happening and what to do next?
Don't
Always on - nothing yet
Do
Additional updates will be here
Empty state
Don't
Got it. We read every request.
Do
Received your feature request. We will review it on our side.
Confirmation
Don't
Delay: 1 day
Do
This will run the day after this email.
Setting
Don't
1 of 1 left
Do
1 request left, resets <date>
Limit
Personal, not fake
Real people speak for themselves. The product never pretends to be one.
Rule 13
Real people speak in first person
Product screens say "your coach". The coach's own messages and the founder's quotes are first person and signed. Automated messages never pretend a person typed them.
Test: Is it clear who is speaking, and did that person actually write it?
Don't
Then <coach name> replies.
Do
Then your coach replies.
Product screen
Don't
Chat with your human AI coach
Do
Message me
Email from the coach
Don't
The tool I made - Austin Marchese
Do
Build exactly what I cover in my videos - Austin
Founder quote
Rule 14
BuildPartner.ai, every time
Write the name in full with that casing. No em dashes anywhere.
Test: Is the name spelled BuildPartner.ai, and are there no em dashes?
Don't
BuildPartner / Buildpartner.ai
Do
BuildPartner.ai
Everywhere
Don't
Team
Do
Official BuildPartner.ai team member
Badge
Rule 15
Emails read like a person sent them
The subject reads like a person wrote it, the preview is a full sentence, the body delivers on the subject, and the greeting works without a first name.
Test: Would you open this from a friend, and does it deliver on its subject?
Don't
You're in. Here is what to do first.
Do
Welcome to The Executive AI Program: Here's what happens next.
Subject
Don't
The reason you're not getting more out of Claude
Do
Why you're not getting more out of Claude
Subject
Don't
BuildPartner 2.0 is live (opening a welcome email)
Do
Welcome to BuildPartner.ai, here's how to best use it
Email opening
Don't
Hi there, this is Austin
Do
A greeting that reads fine with or without a name
Greeting
Rule 16
Prompts state the goal
A prompt for someone's Claude says what to accomplish and what done looks like, never which command or tool to run.
Test: Does the prompt describe the outcome and leave the steps to Claude?
Don't
Run ls and cat on your skills folder
Do
Check which skills are installed
Prompt
Don't
A long walkthrough with a GIF
Do
Analyze my local files and suggest which to copy into this workspace. Share the list so I can approve it.
Prompt
By kind of copy
A quick check for each kind of copy, with the rules it uses.
Word list
Words we've swapped out, and what we use instead.
Instead of
We say
Updates
This guide grows each time we rewrite something.
- November 7, 2026First version: 16 rules, each from real copy we rewrote.