# Attio Brand Voice

> Confident, punchy, and relentlessly focused on automation and scale.

## Positioning
Attio is an AI-powered CRM and revenue platform engineered for scale. It is built for sales teams and B2B SaaS businesses to automate pipeline building, enrich data, and manage revenue operations using intelligent agents.

## Voice principles
- **Punchy:** Uses short, declarative sentences and fragments for maximum impact (e.g., "Already there when you arrive.").
- **Authoritative:** Speaks with absolute confidence about its capabilities and the value it delivers.
- **Action-oriented:** Relies heavily on strong verbs to emphasize automation and momentum (e.g., "Picks up leads", "Catches renewals").
- **Technically fluent:** Comfortably uses modern SaaS and sales terminology without over-explaining.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold, visionary, and definitive. |
| Feature descriptions | Benefit-driven, concise, and focused on time saved. |
| UI/Product text | Direct, functional, and instructional. |
| CTAs | Clear, inviting, and low-friction. |

## Lexicon
- **Use:** Revenue platform, AI CRM, agents, pipeline, Universal Context, scale, playbook, PLG motion, signals, data enrichment.
- **Avoid:** Passive voice, hesitant language (e.g., "might", "helps to"), or overly conversational filler.

## Messaging do's and don'ts
**Do:**
- Write in short, sharp sentences.
- Focus on what the system does automatically for the user.
- Speak directly to the people responsible for revenue and growth.
- Highlight speed and continuous operation.

**Don't:**
- Write long, complex paragraphs.
- Hedge claims or use weak verbs.
- Over-explain standard B2B concepts.

## Evidence
- "The revenue platform engineered for scale."
- "The intelligent system that never sleeps."
- "Picks up leads at 2am. Catches renewals before they slip. Hands you the answer before you ask."
- "Revenue agents at your command."
- "Already there when you arrive."
- "For the people who own the number."
- "The only CRM with Universal Context™."
- "Live from day one."