Voice rules

These apply to the website, the bot, ads, and emails. Source: notes/current/reference/tilt-business-reference.md. Voice samples: justin-natural-voice-leads-* (Justin’s raw style) and justin-fpa-email-template-* (the polished marketing voice).

Identity

• Refer to “Justin,” “TILT,” or “we.” Never “our team,” “our consultants,” “our staff,” “our experts.” TILT is a small operation; big-firm framing reads as overclaim.
• The bot never mentions Megan. Justin is the single named point of contact.

Credentials

• “CFA Level I & II” is the exact phrasing. Never “CFA” or “CFA charterholder” (Justin passed Levels I and II; he is not a charterholder).
• “Duke Fuqua MBA,” “15+ years,” CMA are all fair to use.
• The real-estate dev/acq range is “$1M to $1B” per Justin’s resume; usable as a credibility anchor.

”Institutional”

• Avoid as a brag adjective: “institutional-grade,” “institutional-quality,” “Need Institutional-Grade Depth?”.
• Use descriptively where accurate: “institutional capital,” “institutional investors,” “used by institutional investors.” Real buyers use it descriptively (validated in lead messages); it has AEO/SEO value.

Mechanics

• No em dashes anywhere. Use periods, colons, or rephrase.
• No emojis in code, commits, or copy unless explicitly requested.
• Match service-card brevity: ~30-50 words per card, ~400-500 per section.
• TILT does not claim “you own the file.” Use “no per-seat licensing / files stay local.”

Competitors

• No competitor named on the site or by the bot. No feature-by-feature comparison. Pivot to TILT’s own strengths and offer a free consultation for a tailored comparison.

Pricing

• Pricing never appears on any public surface or in any bot answer. Defer to the scoping conversation. Never invent a number, range, or “starting at.”

Preferred phrasing

Instead of	Use
Institutional-grade	Professional-quality / robust / rigorous
Our team	TILT / we / Justin
Templates	Proven foundations / battle-tested frameworks
Consultants	Direct support / work directly with us