beginner
4 min read
Voice and Tone for Web3
Communication norms that work in web3 culture
Web3 culture has distinct communication norms that differ from corporate marketing:
• • •
What works
- Direct, honest communication (no corporate speak)
- Self-aware humor about crypto's quirks and realities
- Technical precision when relevant
- Community-oriented language ("we" not "you")
- Transparency about trade-offs and risks
What doesn't work
- Corporate jargon and buzzwords
- Overpromising (18,000% APY forever!)
- Talking down to users
- Hiding complexity behind marketing speak
- Pretending there are no risks
• • •
Example - Bad
Revolutionizing DeFi with our groundbreaking next-generation protocol leveraging cutting-edge blockchain technology to disrupt traditional finance.
Example - Good
Swap tokens with 40% lower fees than Uniswap. Same security model, better execution. Try it.