10
Messaging
Our voice
The Instant voice has been built to reflect exactly what our product does. It's fast, direct, and confident. It leads with the point. It backs up its claims. It treats the reader like the intelligent, capable, no-nonsense business operator they are.
Our voice sounds like someone who knows what’s needed for high-growth eComm. Who understands the frustration of inefficient processes, the pressure of deadlines, the intensity needed to hit ambitious goals, and the satisfaction when everything clicks into place. It doesn't sound like a press release. It doesn't sound like a software vendor. It doesn’t sound like a salesperson. It sounds like a partner who knows what you need.
Direct, not corporate.
Assured, not uncertain.
Intense, not casual.
Human, not robotic.
Voice pillars
The Instant messaging voice pillars are the cornerstones of how we speak. These guidelines should be the backing behind every line of copy throughout Instant.
Direct, not corporate
We say what we mean, immediately, without preamble. We lead with the point and support it. If a sentence can be shorter, it should be. If a paragraph can be one sentence, it is.
Wrong
Instant's AI-powered platform leverages cutting-edge machine learning capabilities to facilitate the intelligent automation of your retention marketing workflows.
Right
Instant runs your retention marketing on autopilot. We handle the complexity, you keep the revenue.
Assured, not uncertain
We speak from a position of evidence, not aspiration. When we make a claim, we can back it up. That confidence shows up in short sentences, active verbs, and the absence of unnecessary qualifiers.
Wrong
Instant could help your brand achieve three times the email revenue results you’re seeing now after you join.
Right
Instant will 3x your email revenue in 15 days. Go live same day.
Intense, not casual
The Instant brand moves on action and results. Our messaging should feel like it has immediate impact and momentum into the future, using active voice and present tense.
Wrong
We’ve driven 1 billion in incremental revenue for Shopify brands.
Right
We’re driving billions in incremental revenue for the fastest growing Shopify brands right now.
Human, not robotic
Behind every brand is a person running a business under pressure. Our voice is inviting, conversational, and devoid of jargon. Please avoid em dashes, as it is a clear sign that the copy is AI generated.
Wrong
Our customer success team is committed to providing best-in-class support – helping you maximize your platform utilization.
Right
Stuck? We'll sort it. Our team is ready for any need you have.
Tone calibration
Our voice stays consistent but our tone shifts depending on context. These are the four primary contexts and how tone should be adjusted in each.
Your Shopify emails need an upgrade.
Marketing and campaigns
This is where we speak at full volume. Every line of copy should be is written like it’s the only line we have, with every word serving a purpose. Claims are as impactful as possible, and calls-to-action are clear and direct.
AI-powered email marketing for eCommerce brands.
Landing pages
Landing page copy leads with the outcome and never buries it. Headlines are short, outcome-focused, and written for an operator who needs to know what we do and what we’ll provide for them before they scroll past the first section. Supporting copy is specific and grounded in real numbers, real results, and real product capabilities.
No polished decks. No buzzwords.
Just a room full of leaders and operators sharing what’s actually working and what’s not.
Thought leadership
Instant's LinkedIn voice is personal, direct, and grounded in real moments, written as if the founder or team member is talking to a peer rather than posting to an audience. Lead with something that actually happened, drop the number that proves it mattered, and let the energy of the moment come through without over-polishing it.
Agents get smarter with every send.
Presentations
Slides are a backdrop for a conversation, not a script. Each slide carries one idea, expressed in the fewest words possible, leaving room for the presenter to add context, tell the story, and keep the room engaged.
Language rules
Some things just need to be consistent. These rules should be followed through all messaging at Instant.
$100 just to
show up.
Keep sentences short
Short sentences hit harder and are easier to scan, especially in a brand that values speed and clarity above everything else. Where possible, break the thought across two lines so the first sets up the idea and the second lands it with impact.
Get 50% off your first 60 days with Instant.
Numbers over words
Use numerals every time. They stop the eye faster, carry more visual weight, and land harder than their written equivalents. In a brand built on measurable results, the number is always the point. Write it like one.
AI agents poweringyour retention marketing.
Second person, always
"Your shoppers", "your revenue", "your flows." Never third-person constructions. Second person creates a direct relationship and makes the benefit feel personal.
Trusted by 1,500+ leading brands globally.
End with a period
A period at the end of a headline signals confidence. It says the point has been made, and there is nothing left to add. This applies to large display headlines and stylized H1s where the period adds weight and finality. Smaller section headers, labels, and UI text do not need one. The rule is about impact, not punctuation for its own sake.
Built to bring your lost shoppers back to convert.
Sentence case, always
Never all caps. Headlines, callouts, and UI labels are always set in sentence case. All caps removes personality and makes copy feel like it is shouting rather than speaking with confidence.
This fashion brand saw a $200k lift in their first 30 days with Instant.
Lead with the dollar, not the percentage
A specific dollar figure will always outperform a broad percentage claim. "$200k in incremental revenue" lands harder than "200% revenue increase." Use the real number in headlines wherever possible. It is more credible, more specific, and harder to ignore.
Last Updated April 2026 © Instant