Protocol Raw Brand Voice & Copy Guidelines v1.5¶
Purpose: Define how Protocol Raw sounds across all channels. Owner: Protocol Raw Brand Last Updated: 18 April 2026 Related: Visual Identity Guide v2.4, Email Design System v1.1, Web Design System v1.0, AI Knowledge Base SOP-AI-KB-01 v1.9
The Protocol Raw Voice¶
In One Sentence¶
Protocol Raw sounds like a knowledgeable friend who happens to be a veterinary nutritionist. Calm, clear, and confident enough to let the facts speak for themselves. Quietly reassuring you that you're making the right call, and that this is going to be easier than you think.
The Four Pillars¶
1. Calm We don't shout. We rarely use exclamation marks. When we do, it's once and only where the warmth is genuine, not to manufacture excitement. We state facts and trust the reader to recognise their significance. Anxiety sells in pet food marketing; we sell by removing it.
2. Expert We know our subject deeply. We use precise language when precision matters (1900 kcal/kg, FEDIAF All Life Stages, UKAS-accredited). But we translate expertise into plain English — never jargon for its own sake.
3. Reassuring Our target customer is anxious about raw feeding safety. Every piece of copy should leave them feeling more confident, not more worried. We acknowledge concerns honestly, then resolve them with evidence.
4. Systematic We are methodical, not emotional. Our differentiator is a verified process, but we don't lead with it. Copy should reflect the result of systematic thinking — a product that feels solved and routine — rather than describing the system itself. The customer experiences simplicity. The system is what makes simplicity possible.
5. Affirming Our customer has made a considered choice. Our job is to confirm they got it right. Not with flattery or cheerleading, but by showing them the evidence that their decision was sound. Proof is the mechanism. Pride is the feeling it creates. We name that feeling explicitly.
6. Simple Raw feeding has a reputation for being complicated. We exist to make that reputation irrelevant. Every piece of copy should make the experience sound easier, not harder. If a sentence adds perceived effort to the customer's life, cut it. Simplicity is not dumbing down. It is the result of doing the hard work so the customer doesn't have to.
The Brand Principle¶
We lead with the feeling. We back it with the system.
Every headline should describe how the customer feels or what they get. Mechanisms appear in supporting copy. The system is the proof, not the pitch.
The Identity Principle (NEW in v1.3)¶
Two filters for every piece of customer-facing copy:
1. Their dog, not our system. Describe what it means for the dog, not what our process does.
2. Their choice, not our process. Tell the customer their decision was a good one. Affirm them.
We can be emotional. We should be emotional. It's just not all we are. Behind every emotional moment is a verified system. That's what makes Protocol Raw's emotion earned, not hollow. Butternut Box says "who's a good human?" based on nothing except a purchase. When we affirm the customer, there's a batch report behind it.
The translation table:
| System language (how we talk about ourselves) | Customer language (how we talk to them) |
|---|---|
| Every batch independently tested before it ships | Your dog's food. Tested before it ships. |
| Results published via QR code on every box | Scan the code. See the results. |
| Calculated using veterinary metabolic standards | The exact amount your dog needs |
| Hold and release protocol ensures safety | Nothing ships until it's confirmed safe |
| FEDIAF All Life Stages compliant | Complete for puppies, adults, and seniors |
| Independent UKAS-accredited lab testing | Tested by a government-recognised lab |
| System language (about our process) | Owner language (about their choice) |
|---|---|
| We test every batch | You know exactly what your dog is eating |
| We publish all results | You can check it yourself, any time |
| Our formulation meets FEDIAF standards | Your dog's nutrition is complete. Verified. |
| Transparency is our differentiator | You picked the one that shows its work |
The first table translates system → dog. The second translates process → owner. Both are needed. The best copy does both in the same breath.
Example of both working together:
"Your dog's food. Tested before it ships. You can check the results yourself."
First sentence: their dog. Second sentence: the proof. Third sentence: their agency, their choice to verify.
Why this works without diluting who we are: Protocol Raw's entire infrastructure still exists. It's on the How It Works page, in the Proof Portal, in vet communications, in every batch report. We're not hiding the system. We're just not leading with it. The emotion is real because the system is real. That's what separates us from brands that lead with emotion because they have nothing behind it.
Where system language is correct: - How It Works page (mechanism is the point) - Vet/professional communications (they want technical detail) - Proof Portal batch reports (data context) - Journal articles explaining methodology - FAQ answers to technical questions
Where customer and owner language is required: - Homepage - Hero sections on any page - Onboarding emails - Packaging copy - Social copy - Proof Portal headers (the framing around the data, not the data itself) - Batch notification emails - Any first-impression moment
The Butternut Box Parent Filter (NEW in v1.4)¶
Every piece of customer-facing copy should pass this gut check:
"Would a Butternut Box parent understand this, feel welcomed by it, and not feel judged?"
This is a tone and accessibility filter, not a style template. The Butternut Box customer is our primary acquisition target. They chose Butternut because it felt premium, caring, and easy. They are not raw feeding hobbyists. They do not hang out in Facebook groups debating BARF ratios. They want to do right by their dog without it becoming a project.
This filter catches two failure modes:
1. Too clinical or intimidating. Language that makes someone feel they need a nutrition degree before they can feed their dog. If the copy creates perceived effort, it fails this filter.
2. Too tribal or evangelical. Ancestral language, "wake up sheeple" energy, anything that signals raw feeding is a lifestyle identity rather than a straightforward feeding choice. If the copy sounds like a raw feeding Facebook group, it fails this filter.
The filter does NOT mean we adopt Butternut's voice. Their tone is cutesy, emoji-heavy, and playful. That is not us. We are warm but authoritative. The Butternut parent should feel comfortable reading our copy, but they should also feel like they have stepped up into something more serious and trustworthy.
The feeling we want: "These people really know what they're doing." Not: "Oh, this is fun."
The customer is upgrading, not converting. They want reassurance, not education. They want "this is simple and someone credible has done the hard work for me," not "here is why everything you have been doing is wrong."
The Simplicity Principle (NEW in v1.4)¶
Protocol Raw is not just verified raw. It is raw made simple enough to be the default.
The business plan describes this as "defaultable raw" and "removing the participation barrier." Those are strategic concepts. They never appear in customer copy. What the customer experiences is: this is easy. One food. The right amount. It arrives. You feed it.
The insight behind this principle: most premium buyers who haven't tried raw aren't blocked by safety alone. They're blocked by the feeling that raw feeding is complicated, time-consuming, and requires becoming a certain kind of person. Protocol Raw removes that feeling.
What this means for copy:
The brand has two jobs, in this order:
- Make it feel simple. Before the customer cares about verification, they need to believe this won't complicate their life.
- Make it feel safe. Once simplicity is established, verification closes the deal and locks in retention.
Simplicity is the door. Safety is the lock.
The internal-to-customer translation table:
| Internal concept | What it means | Customer-facing language |
|---|---|---|
| Defaultable raw | Raw feeding that behaves like a normal product, not a project | "It just arrives. You feed it." / "One recipe. The right amount. On your schedule." |
| Identity burden | The feeling that raw feeding requires becoming a raw-feeding person | "No research rabbit holes. No freezer Tetris. No weighing." / "You don't have to change how you live." |
| Participation barrier | The accumulated friction that stops someone clicking 'add to cart' | "We handle the complicated part." / "Raw feeding, without the project." |
| Trusted staple | A product that feels as routine and reliable as the one they already buy | "The kind of food you stop thinking about. Because it just works." |
| Friction removal | Eliminating the perceived hassle of raw feeding | "No meal planning. No rotating recipes. No supplements." |
| Solved (not welcoming) | We don't invite people into a community. We hand them a finished product. | "This is how it works." (not "Join us on this journey.") |
| Standard (not movement) | Protocol Raw builds a product standard, not a lifestyle identity | "Raw feeding that works like everything else in your life." |
| Controlled system | The single-SKU, calorie-matched, subscription model as a complete package | "One complete recipe. Calculated for your dog. Tested before it ships." |
The constraint: Simplicity language must never make the product sound basic or low-effort on our part. "Simple for you" is the message. "Simple to make" is not. The complexity is real. We absorbed it so the customer doesn't have to.
Example:
❌ Internal language leaking into copy: "Protocol Raw removes the participation barrier with a defaultable raw feeding system."
✅ Customer language: "Raw feeding, without the project. One recipe. The right amount. Delivered."
❌ Making it sound basic: "It's just dog food."
✅ Making it sound solved: "Nineteen ingredients. One recipe. Calculated for your dog. You don't need to think about it. But you can."
The psychological ladder (strategic context):
| Level | Feeling | Who Occupies It |
|---|---|---|
| Kibble | Convenient | Mass market |
| Fresh cooked | Loving | Butternut Box |
| Verified raw | Loving, correct, and easy | Protocol Raw |
We don't compete on "loving." That's Butternut's ground and they hold it well. We don't compete on "easy" alone either, because Butternut already owns convenient. We compete on "loving, correct, AND easy." The customer already cares deeply. We give them proof that their care is well-placed, and we make it no harder than what they're already doing.
Voice Attributes¶
We Are¶
- Confident without being arrogant — We don't need to say we're the best. We show our work.
- Warm without being cutesy — It's dog food, not a tech startup. Genuine care, no cartoon dogs.
- Scientific without being clinical — Credible and precise, but written for humans, not journals.
- Premium without being pretentious — We justify £89-129 through substance, not language.
- Direct without being blunt — Short sentences, clear meaning, but never cold or dismissive.
- Affirming without being flattering — We confirm good decisions with evidence, not empty praise.
- Desirable without being salesy — We make raw feeding sound appealing, not just safe.
- Simple without being simplistic — We make raw feeding feel easy. But we never pretend the product is simple to create. "Simple for you" is the message. "Simple to make" is not.
We Are NOT¶
- Salesy — No "Amazing!", "Incredible!", "Game-changing!", or manufactured urgency.
- Evangelical — We don't preach about raw feeding. We offer a solution for people already interested.
- Defensive — We don't attack competitors or justify our existence. We state what we do.
- Anxious — A confident brand doesn't repeat its differentiator five times per page.
- Cute — No puns, no emoji, no "fur babies" or "pawsome".
- Flattering — "You're such a great pet parent!" is empty. We affirm through evidence, not compliments.
- Impressive for its own sake — We're not trying to look clever. We're trying to remove worry.
- A movement — We don't ask people to join something, adopt an identity, or become a different kind of owner. We hand them a finished product that works.
- Complicated — If copy makes raw feeding sound like a project, it fails. Every sentence should reduce perceived effort, not increase it.
The Worry Goes Away Test¶
This is a release gate, not a suggestion. No copy or UX ships without passing this check.
Before publishing any customer-facing material, ask:
"Does this make the experience feel calmer, simpler, more reassuring? Or does it make us look impressive?"
If it makes us look impressive but doesn't make the customer feel calmer, revise.
The Pride Extension (NEW in v1.3): After passing the Worry test, ask a second question:
"Does this make the customer feel they made the right choice? Or does it just inform them?"
Copy that merely informs is fine for How It Works sections. But headlines, onboarding emails, proof portal framing, and packaging should do both: remove worry and create pride. The customer should walk away thinking "I'm glad I chose this" not just "I understand what this is."
Where to apply: - Homepage copy - Onboarding emails - Proof portal - Packaging copy - First delivery experience - Support scripts - Calculator experience
Why this matters: Without this test, Protocol Raw risks becoming "the most impressive raw brand no one tries." We win by being adoptable, not admirable.
Note: This test applies to copy and design together. A page that reads calm but looks clinical still fails. See Visual Identity Guide v2.4 Commercial Warmth Principle for the visual equivalent of this test.
The Confidence Test¶
Before publishing any copy, ask:
"Does this sound like someone who says 'I'm really honest' five times?"
If you're repeating a claim, you're undermining it. State the differentiator once, prove it once, move on. Trust the reader to get it.
Example:
⌠Anxious: "Every batch is independently tested. We test every single batch. No batch ships without testing. Testing happens on every batch we make."
✅ Confident: "Every batch is tested by an independent lab before release. Results are published. You can check them yourself."
Sentence Style¶
The Protocol Raw Sentence¶
- Short — Rarely more than 20 words. Often under 10.
- Declarative — Subject, verb, object. No meandering.
- Plain English — If a simpler word exists, use it.
- Active voice — "We test every batch" not "Every batch is tested by us"
Punctuation¶
- Full stops over commas — When in doubt, end the sentence.
- One exclamation mark per page maximum — And even that's usually too many.
- No em dashes — Use commas, parentheses, or separate sentences.
- No ellipses — They suggest uncertainty. We are not uncertain.
Paragraph Length¶
- 2-3 sentences maximum for body copy
- One idea per paragraph
- Generous white space — Let copy breathe
Terminology Standards¶
Preferred Terms¶
| Use This | Not This | Why |
|---|---|---|
| All Life Stages | Growth & Reproduction | Customer language, not FEDIAF category name |
| Complete | Complete and balanced | "Balanced" is redundant (completeness implies balance) |
| 2-3% of body weight | 2.5% of body weight | Range is more accurate than false precision |
| The calculator adjusts... | Our calculator automatically... | Tighter, less self-congratulatory |
| Meets the FEDIAF standard | Formulated to exceed FEDIAF | "Exceed" is unprovable marketing |
| Independent lab | Third-party laboratory | Cleaner |
| Test results | Lab results / Safety results | Consistent terminology |
| Proof Portal | Batch Portal / Safety Portal | Branded term |
| Veterinary nutrition standards | FEDIAF standards (in headlines) | More accessible at first encounter |
| Ice packs | PCM packs | Customer language, not ops language |
| Premium upgraders | Raw-curious | Internal label. Our customers aren't actively seeking raw — they're committed to quality and open to the next level. |
Terms to Avoid¶
| Avoid | Why | Alternative |
|---|---|---|
| "Engineer the fuel" | Marketing-speak | Just describe what we do |
| "Ensuring safe development without overfeeding risks" | Over-explains | "Safe, controlled growth" |
| "Nutritionally balanced" | Redundant with "complete" | "Complete" |
| "Premium quality" | Meaningless | Describe what makes it premium |
| "Unlike other brands..." | Defensive/comparative | State our facts only |
| "We believe..." | Weakens the claim | State it as fact |
| "Helps support..." | Weasel words | Be specific or don't claim it |
| "Finally done right" | Quality claim about us | "Finally simple" or outcome language |
| "Perfected" | Boastful | "Complete" |
| "Ratios dogs evolved to eat" | Ancestral/ideology language | "Balanced for complete nutrition" |
| "Defaultable" | Internal strategic language | Use outcome descriptions: "just works," "arrives on schedule" |
| "Participation barrier" | Internal strategic language | Describe the absence: "no meal planning," "no research" |
| "Identity burden" | Internal strategic language | Describe the freedom: "you don't have to change how you live" |
| "Friction removal" | Internal strategic language | Show the result: "one recipe, delivered" |
| "Controlled system" | Internal/investor language | "One complete recipe, calculated for your dog" |
| "Join us" / "Join the..." | Movement language | State what they get, not what they join |
| "Welcome to..." | Movement/community language | "Here's your first box" or outcome language |
| "On this journey" | Movement language | "Here's how it works" |
| "FEDIAF" used as a headline or subtitle noun (e.g. "Formulated above FEDIAF minimums") | Insider jargon in headline position. Needs context that a headline doesn't provide. | "Above the minimums for complete dog food." FEDIAF is acceptable in body copy and card context lines as a citation, not as a claim anchor. See the FEDIAF References subsection below for body-copy permitted uses. |
| "Synthetic premixes" | Formulator vocabulary. "Premix" is not in consumer vocabulary. Also too technical for the Butternut Box audience. | "Synthetic additives" — matches the "Additives: None." treatment on the Ingredients page composition card, and the negative consumer connotation does the argumentative work. |
FEDIAF References¶
Correct: - "Meets the FEDIAF All Life Stages standard" - "Verified complete to FEDIAF guidelines" - "FEDIAF-compliant for all life stages" - "Formulated to FEDIAF nutritional guidelines" (in How It Works, not headlines)
Incorrect: - "Meets FEDIAF standards for Growth & Reproduction" (jargon) - "Exceeds FEDIAF requirements" (unprovable) - "FEDIAF-certified" (FEDIAF doesn't certify)
Approved Signature Phrases¶
Phrases whose exact wording is locked across surfaces. Reuse verbatim — do not paraphrase. These are load-bearing lines that carry a specific strategic frame; altering the wording breaks the frame.
"The higher standard is our starting point, not our ceiling."¶
Approved signature phrase for the headroom concept. Originated on the Nutrition page as a centred footer line below the FEDIAF tier cards (added v1.4 of that page doc). May be reused on other surfaces where the headroom concept is established.
Context for use. Best used where the reader has just been told Protocol Raw meets a particular standard or tier. The phrase pivots from terminal claim ("we meet the highest") to opening claim ("that's where we start"). Do not use as a standalone claim without the setup.
Do not paraphrase. "Our starting point" specifically, not "our baseline" or "our minimum." "Not our ceiling" specifically, not "not a limit" or "not the end." The phrase works because both halves are concrete nouns in the vocabulary of dog food formulation — alternatives drift into abstraction.
Copy Principles¶
1. Outcome-First, Mechanism-Second¶
Lead with how the customer feels or what they get. Support it with how we deliver it.
Example:
⌠Mechanism-first: "Every batch independently tested and formulated to FEDIAF standards."
✅ Outcome-first: "Raw feeding, without the worry. One complete blend. Tested before it ships."
The rule: If a headline describes what we do rather than what they get, revise it.
2. Proof Proximity¶
Every outcome claim should be within one scroll or one click of a specific, visible proof artifact. This prevents "peace of mind" from becoming generic wellness language.
Example: - "Without the worry" (headline) → batch card with QR code (same screen) - "Tested before release" (claim) → "See Sample Batch Report" (CTA)
3. Show, Don't Tell¶
Don't tell people we're trustworthy. Show them the lab certificate. Don't tell people the food is high quality. Show them the ingredient list. Don't tell people the process is rigorous. Show them the Hold and Release steps.
Example:
⌠Telling: "We take quality very seriously and have the highest standards in the industry."
✅ Showing: "Every batch is held until independent lab results confirm it's safe. If it fails, it never leaves our freezer."
4. Tighten, Don't Explain¶
If it can be said shorter, say it shorter. Every word should earn its place.
Example:
⌠Loose: "Our calculator uses veterinary-standard methodology to work out exactly what your dog needs based on their weight, age, body condition, and activity level, ensuring they get the precise amount of food."
✅ Tight: "The calculator uses veterinary RER methodology. Enter weight, age, condition, activity. Get exact daily grams."
5. Customer Language, Not Industry Jargon¶
Write for the person reading, not the regulator reviewing.
Example:
⌠Jargon: "Formulated to meet FEDIAF nutritional guidelines for Growth & Reproduction, the highest regulatory tier."
✅ Customer: "Complete for all life stages. Puppies, adults, seniors, pregnant and nursing dogs."
6. State Facts, Don't Sell Them¶
Let facts speak for themselves. Adding superlatives weakens them.
Example:
⌠Selling: "Our incredible Hold and Release process is the most rigorous in the industry!"
✅ Stating: "Every batch is frozen and held until lab results return. Nothing ships without a pass."
7. Acknowledge, Then Resolve¶
When addressing concerns, validate them first. Then provide the resolution.
Example:
⌠Dismissive: "There's no need to worry about bacteria in raw food."
✅ Acknowledge then resolve: "Bacterial contamination is a legitimate concern with raw feeding. That's why we test every batch for Salmonella, Listeria, and Enterobacteriaceae before release."
8. Create Desire, Not Just Reassurance¶
Our primary job is removing worry. But our secondary job is making the outcome feel appealing. Fear removal gets trials. Desire gets advocacy. Both matter.
"Stress-free raw feeding" is more socially portable than "independently tested raw feeding." Both are true. The first one spreads.
The test: Would a customer repeat this sentence to a friend? If it's too technical or too focused on our process, it won't travel. Aim for language that makes raw feeding sound simple and desirable, not just verified.
Example:
⌠Fear removal only: "Every batch is tested for Salmonella, Listeria, and Enterobacteriaceae before release."
✅ Fear removal + desire: "Raw feeding, without the worry. Just feed."
⌠Mechanism advocacy: "They test every batch for three pathogens at a UKAS-accredited lab."
✅ Outcome advocacy: "It just makes feeding raw stress-free."
Where this matters most: Headlines, taglines, social copy, and anywhere a customer might repeat what we say. Supporting copy can go deeper into mechanism — that's where Principle #2 (Proof Proximity) does its job.
9. Their Dog, Not Our System (NEW in v1.3)¶
Every piece of copy goes through one filter: are we describing what our system does, or what it means for their dog?
System language is accurate. Customer language is accurate and resonant. Both say the same thing. Customer language is what we use in customer-facing contexts.
The test: Read the sentence. Is the subject "we", "our", "every batch", "the system"? Or is it "your dog", "your food", "you"? If the subject is us, rewrite it so the subject is them.
Example:
❌ System language: "Every batch is tested for Salmonella, Listeria, and Enterobacteriaceae before release."
✅ Customer language: "Your dog's food. Tested before it ships. Results published on every box."
❌ System language: "Our calculator uses veterinary RER methodology to determine precise daily portions."
✅ Customer language: "The exact amount your dog needs. Not a guess."
Where this does NOT apply: How It Works sections, vet communications, FAQ answers to technical questions, Journal articles explaining methodology. In those contexts, system language is correct because the reader is specifically asking how things work.
10. Simplicity Before Safety (NEW in v1.4)¶
The customer needs to believe this is easy before they care that it's safe. If the first thing they encounter is verification language, they haven't yet cleared the friction barrier. Simplicity opens the door. Safety closes it.
This is not a rule about information hierarchy on every page. It is a rule about first impressions: the first encounter with Protocol Raw (homepage hero, ad creative, social post, referral conversation) should make raw feeding sound simple. Verification comes immediately after, in supporting copy.
The test: If someone sees our headline and thinks "this sounds like a lot of effort," no amount of batch testing will convert them.
Example:
❌ Safety first: "Every batch independently tested for Salmonella, Listeria, and Enterobacteriaceae. Results published."
✅ Simplicity first, safety second: "One recipe. The right amount. Delivered. And every batch tested before it ships."
❌ Friction-adding simplicity: "We've simplified raw feeding by creating a single complete recipe formulated to FEDIAF All Life Stages standards with 19 whole-food ingredients."
✅ Friction-removing simplicity: "No meal planning. No supplements. No guesswork. Just feed."
Where this applies: Any first-impression touchpoint: homepage hero, paid creative, social posts, email subject lines, referral programme copy. Interior pages (How It Works, Nutrition, Proof Portal) can lead with their primary subject.
11. "Not synthetic X" constructions — use sparingly (NEW in v1.5)¶
Contrast constructions like "Not a synthetic add-in," "Not a synthetic probiotic," or "Not synthetic taurine" can land cleanly when the reader has prior context for what the alternative looks like. But stacked across multiple rows or paragraphs, they read as defensive and argumentative — off-brand for Protocol Raw's calm voice. Related in spirit to Principle #7 (Acknowledge, Then Resolve): the negative frame is acceptable once per context, not structurally.
The rule. Use "not synthetic X" at most once per section or list. Where it does appear, the reader should have prior context for the synthetic version (e.g. taurine supplementation is a recognised pet food topic; zinc sulphate vs. whole-food zinc is not).
Example (from the Ingredients page Formulation module, 10 rows): Only the Taurine row uses "not a synthetic add-in." All nine other rows lead with what we do, not what we don't:
❌ Stacked contrast: "Not synthetic zinc. Not synthetic manganese. Not synthetic iodine. Not a synthetic add-in."
✅ Positive first, contrast once: "From dehydrated oyster. The way dogs absorb it best." ... "From beef heart. Naturally taurine-rich muscle meat, not a synthetic add-in."
The test. If three consecutive items in a list all use "not X" constructions, at least two should be rewritten to lead with the positive statement.
12. Shift the reference frame to the subject, not the regulator (NEW in v1.5)¶
When copy compares a Protocol Raw fact against a benchmark, prefer benchmarks rooted in the dog or the outcome rather than benchmarks rooted in a regulatory minimum. Complements Principle #1 (Outcome-First, Mechanism-Second) — that principle is about the order of what copy says; this one is about what copy benchmarks against.
Why. Phrasing that anchors to "minimums" or "FEDIAF requires" keeps the regulator as the reference point. Readers then evaluate Protocol Raw against the regulation, and the best we can achieve is "well above the bar." Phrasing anchored to the dog — "what a dog needs," "what growing dogs need" — makes the dog the reference point, and the claim becomes about formulation rather than compliance.
Example:
❌ Regulator as reference frame: "Key nutrients are formulated with deliberate headroom, from whole-food sources rather than synthetic premixes." (Reads as compliance-with-extra.)
✅ Dog as reference frame: "Every nutrient a dog needs, from real meat, organs, bone, and whole-food sources. No synthetic additives. Lab-confirmed." (Reads as formulation.)
When regulatory reference is correct. In body copy where the regulator's specific requirement is directly relevant (e.g. a Nutrition page card context line showing "FEDIAF minimum: 22.5%"), it is acceptable and useful. This principle is about headline and subtitle-level copy, not every mention.
Page Structure: Outcomes vs Mechanisms¶
Different sections of a page have different jobs. Keep them separate.
Proof Cards (scannable reassurance)¶
Job: Answer "What do I get?" Style: Outcome-led headlines, minimal mechanism Example: "No guesswork" not "Multiple proteins in every bowl"
How It Works (process explanation)¶
Job: Answer "How is that made true?" Style: Mechanism-led, for readers who scroll deeper Example: "Batch hold until verified" with process details
Rule: If a sentence could appear verbatim in both a proof card and How It Works, it's in the wrong place.
One section, one job (v4.2): Within the How It Works page itself, each section owns a single concept. Simplicity strip = upfront comprehension, Safety signature = trust promise, Journey = lived customer reality, Process timeline = operational mechanics. If the same detail (e.g. "insulated box", "defrost and serve") appears in two sections, remove it from the section where it's not the primary job. See Web Design System §1.5 for the full ownership table.
Phase A Outcomes Language Rules¶
Protocol Raw is quietly building outcomes data infrastructure (health questionnaires, longitudinal tracking) during Phase A. This work supports the future Phase B positioning: "We understand what raw actually does to dogs."
During Phase A, outcomes language follows strict placement rules. The goal is to seed curiosity without making claims we can't yet support with data.
The governing rule: If it can be misread as a claim, it's too early. Curiosity signals only.
Where Outcomes Language Is Allowed¶
| Context | Example | Why It Works |
|---|---|---|
| Health questionnaires | "We're tracking how dogs respond to Protocol Raw" | Framed as learning, not claiming |
| Founder narrative / About page | "We want to understand what raw does, not just verify it's safe" | Personal curiosity, not product claim |
| Behind-the-scenes content | "Month 6: here's what we're seeing in the data so far" | Transparency about process |
| Proof portal metadata (quietly) | Small "health outcomes" section with methodology note | Discoverable but not prominent |
Where Outcomes Language Is NOT Allowed¶
| Context | Why |
|---|---|
| Homepage hero | Dilutes Phase A safety crown |
| Paid acquisition headlines | Premature claim, can't be proven yet |
| Above-the-fold copy anywhere | Too prominent for unproven positioning |
| Any context where it reads as a claim | "Our dogs are healthier" without 12-18 months of data is empty marketing |
Why This Matters¶
Without these rules, Protocol Raw risks two failure modes. First, diluting the Phase A safety message by trying to say too much too early. Second, making outcomes claims before the data supports them, which undermines the "proof, not promises" positioning.
These rules will be revisited when 12-18 months of structured health data has accumulated and outcomes claims become defensible.
Channel-Specific Guidance¶
Website¶
- Headlines: Outcome-first, tight phrasing. 2-8 words ideal.
- Body copy: Short paragraphs, generous spacing. Max 640px line width.
- CTAs: Action-oriented, specific. "Calculate Your Plan" not "Get Started"
- Proof elements: Let data speak. Tables over paragraphs. Badges used sparingly.
- Hero: Always outcome-first. Mechanism in subhead or below.
Email¶
- Subject lines: 40-50 characters. Clear and direct, never clever.
- Body: 50-150 words for most emails. One CTA maximum.
- Sign-off: Just "Protocol Raw" (standard) or "Sophie, Protocol Raw" (support)
- No exclamation marks in subject lines. One maximum in body, and only where the sentiment earns it. If the sentence reads fine with a full stop, use a full stop.
See Email Design System v1.1 for full specification.
Packaging¶
- QR code label: "Scan for proof" (not "Scan to verify batch safety")
- Batch ID: Display prominently, explain simply
- Feeding guide: Reference calculator, don't try to replicate it
Social¶
- Tone: Slightly warmer, still not cute
- No hashtag spam
- Educational > promotional
- Behind-the-scenes > polished marketing
- Outcomes curiosity signals allowed (see Phase A Outcomes Language Rules)
Customer Service¶
- Persona: "Sophie" — warm, knowledgeable, never defensive
- Acknowledge the issue before solving it
- No scripts — respond to what they actually said
- Sign with name — "Sophie, Protocol Raw"
See SOP-CS-01 for triage guidelines.
Vet / Professional Communications¶
This is the one channel where mechanism-first is appropriate. Vets want data, not reassurance. Clinical terminology is correct here.
- Tone: Clinical, precise, zero marketing language
- Format: Data-dense. Bullet points, tables, direct links to evidence
- Lead with: Lab certificates, FEDIAF nutritional analysis, pathogen test methodology
- Language: Use technical terms (e.g., "Growth & Reproduction" not "All Life Stages", "Enterobacteriaceae" not "harmful bacteria")
- Never: Use outcome-first framing, emotional language, or reassurance patterns
- Sign-off: Founder name and title, not "Protocol Raw" or "Sophie"
- CTA: "We're happy to answer technical questions about our testing protocols or nutritional analysis" — invitation to scrutiny, not marketing
Example:
⌠Marketing tone to vet: "We've created the safest raw food on the market, giving pet owners peace of mind."
✅ Clinical tone to vet: "Each production batch undergoes independent microbiological testing (Salmonella spp., Listeria monocytogenes, Enterobacteriaceae) at a UKAS-accredited laboratory. Certificates of Analysis are published per-batch via QR code. Full nutritional analysis against FEDIAF 2021 Growth & Reproduction guidelines is available on request."
Word of Mouth / Referral Language¶
Our copy should be easy to steal. If a customer can't summarise Protocol Raw in one sentence to a friend, we've failed.
Target referral language: "It just makes feeding raw stress-free."
Pride-based referral language (NEW in v1.3): "I actually know what's in it. Every batch is tested."
Simplicity-based referral language (NEW in v1.4): "It just turns up and I feed it. That's literally it."
All three are socially portable. The first leads with outcome. The second leads with identity. The third leads with ease. We want customers using all three. The simplicity variant is particularly powerful for the majority who will never scan a QR code. They stay because it's easy. They refer because it's easy.
Not: "They independently test every batch for three pathogens at a UKAS-accredited laboratory."
The first is socially portable — it sounds natural in conversation and makes the listener curious. The second is accurate but too detailed to repeat casually.
Where this applies: Headlines, taglines, social copy, referral programme messaging, and any copy that a customer might repeat. When writing for these contexts, ask: "Would someone actually say this out loud to a friend?"
Tracking this: We monitor whether customer referral language trends toward mechanism ("they test everything") or outcome ("stress-free raw feeding"). Success is when outcome language dominates. See Customer.io referral tracking for the operational detail.
Common Patterns¶
The Problem-Solution Structure¶
Setup: Acknowledge a genuine problem or concern Pivot: "Protocol Raw..." or "That's why..." Resolution: State how we solve it Proof: Evidence or link to evidence
Example:
Raw feeding can work well for dogs, but it often comes with too much guesswork and too little proof.
Protocol Raw is built to remove that uncertainty.
Every batch is tested by an independent lab before release. Results are published in the Proof Portal for you to check yourself.
The Confidence Pattern¶
Claim: Make a bold, factual statement Support: One sentence of context or evidence Move on: Don't oversell
Example:
One Complete Blend.
Multiple proteins in one recipe, nutritionally complete and independently verified.
The Reassurance Pattern¶
Acknowledge: Name the concern directly Explain: What we do about it Evidence: How they can verify
Example:
Bacterial contamination is a legitimate concern with raw feeding. We test every batch for Salmonella, Listeria, and Enterobacteriaceae before release. Results are published. You can check the certificate yourself.
The Desire Pattern (NEW in v1.2)¶
Outcome: State the experience the customer gets Simplicity: Make it sound easy Proof nearby: Don't leave the claim floating
Example:
Raw feeding, without the worry.
One blend. No decisions. Just feed.
Every batch tested before release. Results published on every box.
When to use: Headlines, hero sections, social copy, and anywhere a first impression matters. The Desire Pattern is the default for above-the-fold content. Reassurance and Problem-Solution patterns work better in supporting sections and email.
The Customer Language Pattern (NEW in v1.3)¶
Their dog: Name what it means for the dog or the owner Our proof: The evidence sits right next to it No system language: The mechanism is implied or one click away
Example:
Your dog's food. Tested before it ships. Results published on every box.
When to use: Any customer-facing context where you'd otherwise default to describing the system. Homepage, emails, packaging, social, proof portal framing.
When NOT to use: How It Works pages, vet communications, technical documentation, FAQ answers where the reader is specifically asking about process.
The Simplicity Pattern (NEW in v1.4)¶
Remove: Name the thing the customer expects to be hard Resolve: Show it's already handled Invite: Make the next step feel effortless
Example:
No meal planning. No rotating recipes. No supplements.
One complete recipe, calculated for your dog.
Tell us about your dog. We handle the rest.
When to use: Homepage hero, acquisition landing pages, email subject lines, social copy, and any context where the customer hasn't yet committed. The Simplicity Pattern is the default for cold traffic. Desire and Reassurance patterns work better once the customer is engaged. Pride Pattern works best post-purchase.
When NOT to use: Proof Portal (verification context), How It Works sections (mechanism context), or any touchpoint where the customer is already past the friction barrier and actively evaluating safety.
What Good Protocol Raw Copy Looks Like¶
Headlines¶
✅ "Raw feeding, without the worry." ✅ "One food done right beats twenty done halfway." ✅ "No guesswork." ✅ "Tested before release." ✅ "Your batch. Your results. Published before it ships." ✅ "One blend. No decisions. Just feed." ✅ "You care deeply. Now you can care precisely." (NEW in v1.3) ✅ "You shouldn't have to wonder. So we test every batch." (NEW in v1.3) ✅ "It just arrives. You feed it." (NEW in v1.4) ✅ "Raw feeding, without the project." (NEW in v1.4) ✅ "No meal planning. No supplements. No guesswork." (NEW in v1.4) ✅ "We handle the complicated part." (NEW in v1.4)
⌠"The Most Rigorously Tested Raw Dog Food in the UK!" ⌠"Finally, a Raw Food You Can TRUST!" ⌠"Your Dog Deserves the Best — Here It Is!" ⌠"One complete raw blend, independently tested and formulated to FEDIAF standards."
Body Copy¶
✅ "We test every batch for Salmonella, Listeria, and Enterobacteriaceae. If a batch doesn't pass, it never leaves our freezer."
✅ "But raw feeding comes with uncertainty. About balance. About safety. About whether you're getting it right. Protocol Raw takes that uncertainty away."
⌠"At Protocol Raw, we are absolutely committed to the very highest standards of safety and quality, which is why we go above and beyond industry norms to ensure that every single batch of our premium raw dog food is rigorously tested by independent third-party laboratories."
CTAs¶
✅ "Calculate Your Plan" ✅ "See the Proof" ✅ "See Sample Batch Report"
⌠"Start Your Journey Today!" ⌠"Join the Raw Revolution!" ⌠"Discover the Difference!"
The Ultimate Test¶
Read your copy aloud. Ask:
- Does this make the experience feel calmer? — Not impressive, calmer.
- Would a smart, busy person appreciate this? — No fluff, no time wasted.
- Does it sound like a confident expert or an anxious salesperson? — State facts, don't oversell.
- Would I trust a company that said this? — Credible, not hyperbolic.
- Is every word earning its place? — If you can cut it, cut it.
- Would a customer repeat this to a friend? — Socially portable, not technical.
- Does this make the customer feel they chose well? — Affirmed, not just informed. (NEW in v1.3)
If the answer to any is "no," revise.
Quick Reference¶
The Voice in Five Words¶
Calm. Expert. Reassuring. Systematic. Simple.
The Brand Principle¶
We lead with the feeling. We back it with the system.
The Identity Principle¶
Their dog, not our system. Their choice, not our process.
The Sentence Formula¶
Short. Declarative. Plain English. Active voice.
The Confidence Rule¶
State once. Prove once. Move on.
The Worry Test¶
Calmer, not impressive.
The Pride Test¶
Affirmed, not just informed.
The Desire Test¶
Would they say this to a friend?
The Tightening Question¶
Can this be said shorter? (Yes. It always can.)
The Jargon Check¶
Would a customer say this? (If not, rewrite.)
The Simplicity Test¶
Does this make raw feeding sound easier or harder? (If harder, cut it.)
The Internal Language Check¶
Is this a word a customer would use? (If it's "defaultable," "friction," "barrier," or "identity burden," translate it.)
The Phase A Outcomes Rule¶
Curiosity signals only. If it reads as a claim, it's too early.
Related Documents¶
| Document | Relationship |
|---|---|
| Visual Identity Guide v2.4 | Design system, colour palette, Commercial Warmth Principle |
| Email Design System v1.1 | Email-specific copy and design standards |
| Web Design System v1.0 | Website layout and component standards |
| SOP-AI-KB-01 v1.9 | AI customer service knowledge base (uses these guidelines for tone) |
| SOP-CS-01 v2.1 | Customer service triage (Sophie persona guidelines) |
| SOP-PROOF-01 v1.0 | Proof portal copy decisions |
| SOP-JOURNAL-01 v1.0 | Journal/blog content standards |
| Business Plan v2.9 | Dual-barrier thesis, defaultability reframe, Two Crowns Framework, Identity Principle origins, category expansion thesis |
| Growth Strategy v2.7 | Advocacy language tracking, success metrics, dual-layer conversion architecture |
Version History¶
| Version | Date | Changes |
|---|---|---|
| 1.0 | January 2026 | Initial release. Consolidates voice guidance from Homepage Copy, Email Design System, Journal SOP, and Web Design System. Adds terminology standards and copy principles. |
| 1.1 | January 2026 | Added: Brand Principle ("lead with feeling, back with system"), Worry Goes Away Test (release gate), Outcome-First principle, Proof Proximity principle, Page Structure guidance (outcomes vs mechanisms), updated headline examples, additional terms to avoid. Reflects strategic refinements from advisor review. |
| 1.2 | February 2026 | Added: Copy Principle #8 "Create Desire, Not Just Reassurance" (fear removal vs advocacy gap from advisor). Phase A Outcomes Language Rules with allowed/not-allowed placement table. Vet/Professional Communications channel guidance (mechanism-first exception). Word of Mouth/Referral Language channel guidance with socially portable language targets. Desire Pattern added to Common Patterns. Pillar 4 (Systematic) refined to align with Brand Principle (outcome-first, not process-first). "Desirable without being salesy" added to Voice Attributes. Visual Identity warmth cross-reference added to Worry Goes Away Test. Ultimate Test question #6 added (social portability). Quick Reference expanded with Desire Test and Phase A Outcomes Rule. Related Documents section added. Header updated to reference Visual Identity Guide v2.4 and SOP-AI-KB-01. |
| 1.3 | February 2026 | Added: Identity Principle ("Their dog, not our system") with system-to-customer language translation table. Fifth pillar "Affirming" added to voice. Copy Principle #9 "Their Dog, Not Our System" with filter test. Customer Language Pattern added to Common Patterns. Pride Extension added to Worry Goes Away Test. "Affirming without being flattering" added to Voice Attributes. "Flattering" added to We Are NOT list. New headline examples. Referral language targets expanded with pride-based variant. Ultimate Test question #7 added. Quick Reference updated. Psychological ladder codified. Strategic origin: competitive analysis revealed that Protocol Raw can lead with emotion because the system behind it is real, unlike competitors who lead with emotion because they have nothing else. |
| 1.5 | 18 April 2026 | Headroom reframe codification. Captures copy principles surfaced during the Nutrition and Ingredients page headroom reframe (source: Protocol_Raw_Nutrition_Headroom_Reframe_Spec_v1_2.md). New entries in the Terms to Avoid table: FEDIAF used as a headline/subtitle noun (body-copy citation remains permitted — see FEDIAF References subsection), and "synthetic premixes" (formulator vocabulary replaced with consumer vocabulary "synthetic additives"). New Approved Signature Phrases section introduced, starting with "The higher standard is our starting point, not our ceiling." — lockable verbatim-only phrase for the headroom concept. New Copy Principle #11 on "not synthetic X" constructions — use sparingly, only where reader has prior context, at most once per section or list. New Copy Principle #12 on reference-frame shifting from regulator to subject (dog) in headline and subtitle-level copy; complements #1 Outcome-First rather than replacing it. No changes to existing principles, identity statements, terminology standards, or the Outcome-First rule. |
| 1.4 | March 2026 | Added: Simplicity Principle (raw made simple enough to be the default). Sixth pillar "Simple" added to voice. Internal-to-customer translation table codifying customer language for "defaultable raw," "identity burden," "participation barrier," "friction removal," "trusted staple," "solved vs welcoming," and "standard vs movement." Copy Principle #10 "Simplicity Before Safety" (simplicity opens the door, safety closes it). Simplicity Pattern added to Common Patterns. Pillar 4 (Systematic) refined to emphasise result of system, not system itself. Psychological ladder updated: "Loving and correct" to "Loving, correct, and easy." Simplicity-based referral language added (third variant). Simplicity Test and Internal Language Check added to Quick Reference. Eight new Terms to Avoid (internal strategic language that must never reach customers). Four new headline examples. Voice summary updated to include ease. Related Documents updated to Business Plan v2.9, Growth Strategy v2.7, SOP-AI-KB-01 v1.9. Strategic origin: Business Plan v2.9 reframed thesis from "remove the trust barrier" to "remove the trust, complexity, and identity burden" and from "verification unlocks raw" to "simplicity + verification makes raw defaultable." |
Protocol Raw Brand Voice & Copy Guidelines v1.5 Calm. Expert. Reassuring. Systematic. Affirming. Simple.