# Humanitix Brand Voice

> Ethical, straightforward, and purpose-driven with a focus on impact over corporate jargon.

## Positioning
Humanitix is an event ticketing platform for hosts who want to turn event fees into social impact. It positions itself as the ethical alternative to "greedy" ticketing giants by directing 100% of profits to charity.

## Voice principles
*   **Altruistic but Practical:** Focuses on doing good without sacrificing professional-grade features or ease of use.
*   **Direct:** Uses short, punchy sentences that emphasize transparency and honesty.
*   **Inclusive:** Uses broad, welcoming categories and accessible language to invite all types of event creators.
*   **Anti-Corporate:** Rejects traditional business barriers like contracts and hidden fees in favor of "all-in" accessibility.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and mission-led. Uses moral contrasts (good vs. greed). |
| Pricing & Plans | Transparent and emphatic. Uses caps for emphasis to signal "no catches." |
| Feature Lists | Functional and robust. Highlights integrations and technical capabilities. |
| Call to Action | Inviting and conversational. Uses "Let's talk" for high-volume inquiries. |

## Lexicon
- **Use:** Good, impact, ethical, charity, for good not greed, all good, no compromise, robust, high impact.
- **Avoid:** Corporate, synergy, industry-leading, proprietary, middleman, vendor (not evident in copy).

## Messaging do's and don'ts
*   **Do:** Emphasize that "all" features are included for "all" users.
*   **Do:** Use the word "Good" as a recurring theme for both ethics and quality.
*   **Do:** Explicitly mention that profits go to charity to differentiate from competitors.
*   **Don't:** Use complex legalistic language; keep terms simple (e.g., "No contracts").
*   **Don't:** Hide the fees; state the processing percentages clearly and upfront.
*   **Don't:** Use flowery metaphors; stick to the "Low fees, high impact" reality.

## Evidence
*   "Tickets for good, not greed"
*   "All good, no compromise."
*   "Low fees, high impact"
*   "ALL plans get access to ALL features."
*   "NO sign up fees, NO contracts."
*   "Thinking big? Let's talk."