EDITORIAL · 01

Voice: describe a system. Don't sell luck.

A working extract of the voice rules and calibration patterns. Full editorial canon lives in veraq-brand/editorial/.

The five rules

01
Describe a system. Don’t sell luck.
02
Lead with the verifiable thing.
03
Use plain sentences for plain ideas. Use careful sentences for careful ideas.
04
Reach for understatement, not hype.
05
Italicise meaning, not emphasis.

Don't say	Say instead	Why
user	participant	A user consumes; a participant chooses.
winner	recipient	"Winner" implies losers. We avoid it.
jackpot, prize	outcome, share	Outcome is what we settle.
round	wave	Waves recur. Rounds compete.
charity	cause	A cause is chosen, not categorised.
blockchain	open record	The mechanism, not the marketing word.
spin, play, bet	seat, participate	We don't gamble. We participate.

On brand
The next wave opens at 16:00 UTC. Its mechanism is already published.
Off brand
The next jackpot drops at 4pm sharp — don't miss your shot!
On brand
12% of every outcome flows to a verified cause.
Off brand
A massive chunk of the prize pool goes to charity. So generous.
On brand
The seed is committed before the wave opens.
Off brand
We use blockchain technology to guarantee fairness.
On brand
You don't have to trust us — you can verify the math.
Off brand
Trust us, we're the fairest platform in the industry. Guaranteed.

Read the manifesto out loud. If your copy fits between any two paragraphs of it without a noticeable shift in register, you are on brand.