Direct
Not: not blunt
We say what we mean without filler. No corporate speak, no unnecessary hedging. If something can be said in five words, don't use ten.
Voice & Tone
Writing Guidelines US
Voice, tone and writing standards for US Howdy communications.
Brand voice
Our voice is who we are. It stays consistent no matter the channel or audience — whether you're writing a sales deck or a Slack message.
Clear
Not: not oversimplified
We make complex ideas easy to follow. Short sentences. Active verbs. Plain language. If a reader has to re-read a sentence, rewrite it.
Human
Not: not casual
We write like a thoughtful person, not a press release. Warm but never unprofessional. Real language, not marketing speak.
Confident
Not: not arrogant
We know our value. We don't oversell or understate — we just show it. Let the proof points do the talking.
Tone by context
Tone shifts depending on the audience and channel. Voice stays the same — tone adapts. Think of voice as your personality and tone as your mood.
| Context | Tone | What that looks like |
|---|---|---|
| Client proposal / deck | Formal | Precise, structured, confident. Lead with outcomes. Avoid jargon. |
| Candidate outreach email | Semi-formal | Warm and clear. Respect their time. State the opportunity directly. |
| Transactional email | Semi-formal | Brief and functional. Confirm the action, provide next steps, nothing extra. |
| Social media (LinkedIn) | Semi-formal | Insightful and human. Share perspectives, not promotions. |
| Internal Slack | Casual | Conversational and quick. Emoji are fine. Full sentences optional. |
| Internal docs / Notion | Casual | Clear and scannable. Use headers and bullets. Write for future-you. |
DOs and DON'Ts
Practical examples of what Howdy sounds like — and what it doesn't. When in doubt, read it out loud. If it sounds like a robot wrote it, rewrite it.
Do this
- Outreach email “We think you'd be a strong fit for a senior engineering role with one of our US clients.”
- Client proposal “Our team handles sourcing, vetting, and onboarding — so yours can focus on building.”
- Error message “Something went wrong. Please try again or contact support.”
- CTA “See open roles” / “Book a call”
Not this
- Outreach email “We are excited to reach out regarding an incredible opportunity that aligns with your profile.”
- Client proposal “Leveraging our best-in-class nearshore synergies to optimize your talent pipeline.”
- Error message “Oops! Looks like something went a little sideways 🙈”
- CTA “Click here to learn more about our amazing opportunities!”
Real examples
Before and after rewrites using real Howdy copy scenarios.
Outreach email subject line
Before
“Exciting opportunity that might interest you”
After
“Senior React role — US fintech, fully remote”
Why: Specific beats vague. The reader knows exactly what it is before opening.
Client proposal opening line
Before
“Howdy is a best-in-class nearshore staffing solution that leverages cutting-edge recruitment methodologies to deliver top-tier talent.”
After
“We help US companies hire the top 1% of Latin American engineers — vetted, supported, and ready to ship.”
Why: Lead with what you do, not how great you are.
Job post closing line
Before
“We look forward to receiving your application and will be in touch should your profile meet our requirements.”
After
“Sounds like you? Apply and we'll get back to you within 5 business days.”
Why: Human and direct. Sets clear expectations.
