Marketing (homepage, landing)
Confident, slightly warm, grounded
“Most tools write for you. Cadenza reads for you first.”
Voice & tone
One voice. Two surfaces.
Cadenza has one voice that shows up in two places: the brand (marketing, UI, errors) and the product output (the messages Cadenza helps users write). Both sections below. The second is the more important one.
The voice
Six rules for every line we write.
- 1
Brevity signals confidence.
If you can cut a word, cut it. If you can cut a sentence, cut it harder.
- 2
Specificity over abstraction.
“Reads 47 of their recent posts” beats “leverages contextual insights.” Always.
- 3
Active voice. Present tense.
Things happen. Now. Done by someone.
- 4
One exclamation mark per page, maximum.
And only when everything around it earns it.
- 5
Lowercase by default.
Sentence case in UI, headlines, and buttons. Title case only for proper nouns.
- 6
No filler.
Banned across all surfaces: seamlessly, effortlessly, leverage, unlock, revolutionary, game-changing, AI-powered, supercharge, take it to the next level, in today’s fast-paced world.
Vocabulary
The words we use. The words we don’t.
| We say | We don’t say |
|---|---|
| outreach | blast, campaign, cadence, sequence |
| message | touchpoint, asset, comms |
| profile | lead, target, prospect, contact |
| why now | data, intel, signal |
| voice | tone, copy, content |
| reads the room | personalizes at scale |
| in your voice | AI-generated, AI-written |
| earned attention | growth hack, conversion lift |
| the right moment | optimal send time |
| a message worth sending | high-converting message |
| outreach tool | automation platform, AI automation, LinkedIn AI automation |
Tone spectrum
Same voice. Different rooms.
The voice never changes. Only the dial.
LinkedIn / founder content
Pointed, conversational, founder-led. The loudest Cadenza gets.
“Outreach is a reading problem. Most tools skipped the reading. I built the reading layer first — then the writing part was easy.”
Product UI (buttons, labels)
Functional, brief, helpful
“Read profile / Suggest a message / Not yet”
Errors & system messages
Direct, calm, useful
“We couldn’t reach LinkedIn. Try again in a minute — nothing was sent.”
Onboarding & empty states
Warm, guiding, never patronizing
“Paste a profile to start. Cadenza will read it before it suggests anything.”
Brand do / don’t
Worked brand examples.
Cadenza speaking about itself — the voice in its own marketing and UI.
Hero headline
LinkedIn outreach that reads the room.
Revolutionary AI-powered outreach that unlocks 10x growth.
Button label
Read profile
Unlock AI-powered insights
Error message
We couldn’t reach LinkedIn. Try again in a minute — nothing was sent.
Oops! Something went wrong. Please try again later.
Empty state
Paste a profile to start. Cadenza will read it before it suggests anything.
Welcome! Get started by adding your first lead 🚀
The Cadenza message
How the product output sounds.
Everything above is Cadenza’s own voice. This section is the product’s output — the voice of messages Cadenza helps users write. It is the voice the user ends up speaking in.
- — Every message opens with a specific reference to something real the recipient has said or built.
- — No “hope this finds you well.” No “circling back.” No “just wanted to follow up.”
- — One question per message. Never three. Never “any thoughts?”
- — The strongest move is often to not send anything.
- — A message that could be sent to anyone will be read by no one.
- — If the output sounds like a template, the product has failed.
Scenario — Opening a cold conversation with a founder you don’t know
Cadenza writes
“I read your Series A announcement and the post you wrote about why you didn’t raise more. The “less capital, more clarity” framing is rare — most founders post the opposite. I’m building in an adjacent space and wanted to ask how that tradeoff has held up six months in.”
Most tools write
“Hey {firstName}! Saw your recent funding news — congrats! I’m also in the B2B SaaS space and thought our journeys might be complementary. Do you have 15 min for a quick intro call this week?”
Why it works: Specific reference. One direct question. Zero filler. No ask for a call.
Scenario — Following up when you have nothing new to say
Cadenza writes
“(Cadenza suggests not sending.)”
Most tools write
“Hey, just circling back on my previous message — did you get a chance to review it? Happy to jump on a call whenever works for you.”
Why it works: Silence beats follow-up bumps. The product’s best move is refusal.
Scenario — Reaching out to someone more senior than you
Cadenza writes
“You mentioned in the Lenny podcast that you regret not investing in privacy-first tooling earlier. I’m building in that space. I don’t expect a reply — I wanted to say the podcast changed how I scoped the first version.”
Most tools write
“Hi {firstName}, I’m a huge admirer of your work! I’d love to pick your brain sometime — would you be open to a 30-minute chat?”
Why it works: Zero request. Gift-first. Closes the possibility of obligation.
Scenario — Re-engaging a stalled conversation
Cadenza writes
“Last time we talked you mentioned evaluating vendors in Q2. That window closes soon — I thought I’d ask if the shortlist is set, and if there’s anything you’d want to see from us before it is.”
Most tools write
“Hi {firstName}, just wanted to touch base again and see if there’s any update on our previous conversation. Let me know if there’s anything I can do to help move things forward!”
Why it works: References the specific thing they said. Names the deadline. One precise question.
Scenario — Declining a meeting politely
Cadenza writes
“Thank you for the offer — I looked at the deck and the fit isn’t there for us this year. I’d rather not take your time. If that changes I’ll send a note.”
Most tools write
“Hi {firstName}, thanks so much for reaching out! Unfortunately, we’re focused on other priorities right now. Feel free to check back in a few months. Best of luck!”
Why it works: Honest. Specific. Respects their time by being definitive.
Failure modes
What the voice looks like when it breaks.
Every virtue has an adjacent failure. Naming them here so the voice can correct itself before someone outside names it for us.
Restrained
drifts into
Cold
Symptom: The message is so spare it reads as unfriendly or dismissive.
Correction: Add one concrete detail that shows the writer is a person. Not a softener — a signal of attention.
Observant
drifts into
Creepy
Symptom: The message references something the recipient didn’t expect a stranger to know.
Correction: Reference only what the person posted publicly and named themselves. Never infer from adjacent data.
Grounded
drifts into
Smug
Symptom: The message implies the writer has figured something out the recipient hasn’t.
Correction: Remove any sentence that positions the writer as ahead of the reader.
Warm
drifts into
Saccharine
Symptom: The message reaches for warmth through surface signals — emoji, exclamation marks, “hope you’re having an awesome day.”
Correction: Warmth lives in the specifics, not the wrapper. Cut every greeting to “Hi {Name}” or no greeting at all. Then make sure the first sentence proves you read something.
Quietly confident
drifts into
Absent
Symptom: The message is so modest the reader cannot tell what the writer wants.
Correction: Quiet is not invisible. Say exactly what you want, once, without justification.