Essentras — Voice & tone

Direct. Specific. Human.

Yes:
  - Use numerals: "60" not "sixty", "7 days" not "seven days"
  - One claim per sentence
  - Lead with the outcome
  - Concrete numbers over adjectives
  - Lowercase nouns in body copy (publisher, placement, outlet)

No:
  - No em dashes (use commas, periods, colons, shorter sentences)
  - No filler words: elevate, empower, unlock, leverage, ecosystem,
    synergy, innovative, cutting-edge, robust, seamless, best-in-class
  - No filler intros ("In today's fast-paced digital landscape...")
  - No corporate vapor ("comprehensive solution that transforms...")

Brand voice example:
  Good:  "1,000+ vetted publishers. Refund if we miss the window."
  Bad:   "Unlock unprecedented synergy with cutting-edge PR."
