Marketers. People who run campaigns, manage content, and care about how their brand shows up in the world.
"Wait — it's this good, and it's already done?"
The reaction we want is disbelief that quality and speed showed up together.
| Attribute | What it means | What it doesn't mean |
|---|---|---|
| Confident | We deliver quality. We know it. We don't hedge. | Not arrogant. Not salesy. Not loud. |
| Light | Warmth and ease. A smile in the copy. | Not silly. Not unprofessional. |
| Clear | Plain language. Short sentences. No jargon. | Not dumbed-down. Not oversimplified. |
| Marketer-first | We speak their language and understand their deadlines. | Not technical. Not translator-speak. |
| Context | Tone | Example |
|---|---|---|
| Homepage / Ads | Confident, punchy | "Translation that gets marketing." |
| Product UI | Calm, reliable | "Your project is ready. Here's what changed." |
| Onboarding | Warm, encouraging | "Let's get your first project set up." |
| Error states | Honest, helpful | "Hmm, that didn't work. Try a smaller file." |
| Sales materials | Grounded, outcome-focused | "Translation that sounds right." |
| Email nurture | Conversational, useful | "What if localization was fast and actually good?" |
| Don't sound like… | Why | Avoid |
|---|---|---|
| A tech company | We're delivering quality translation, not selling AI. | "Leveraging neural machine translation pipelines..." |
| A traditional agency | They're slow and heavy. We're not. | "Our team of certified linguists..." |
| Pompous or fluffy | Empty claims undermine trust. | "Revolutionizing the way brands communicate..." |
| Overly clever | Wordplay over clarity. | "Lost in translation? Found in LINA!" |
| Cold or corporate | We're humans talking to humans. | "Please be advised that your request has been processed." |
✓ Words we use
✗ Words we avoid
"Translation that gets marketing."
"Go global without the guesswork."
"Your brand, your customer's language."
"Fast and actually good."
"Sounds right — without the usual back-and-forth."
"You pick the approach. LINA does the rest."
LINA sounds like a smart, reliable colleague who delivers great work on time — every time. We're confident because we know the quality holds up. We're light because the process is easy. We respect the marketer's time and speak their language — not translator jargon, not tech-speak. When in doubt, ask: "Does this make LINA sound both high-quality and effortless?" If it's only one, keep writing.