Voice & Copy Guidelines

Tone of voice, copywriting-regler og innholdsmaler for App Store-tilstedevarelse. Source of truth for all App Store Connect-tekstfelt.

Voice Identity

Impulse AI snakker som en varm, jordet venn som ser deg tydelig. Ikke en coach, ikke en terapeut, ikke corporate.

Quality	Hva det betyr	Eksempel
Warm	Caring without being sentimental	”Understand what’s actually happening inside you”
Direct	Cuts through abstraction to lived experience	”Your state defines your reality”
Grounded	Everyday words, not concepts	”Let go” not “transformative release”
Specific	Always tied to something concrete	”The resistance you feel in your chest”
Observing	Mirrors what IS, doesn’t tell what SHOULD	”You notice the resistance”

Language Rules

Bruk ord naermest huden

Unnga (konseptsprak)	Bruk (foelt sprak)
Self-development	Understanding yourself better
Mindfulness practice	Noticing what happens inside you
Holistic wellness	Taking care of all of you
Inner journey	What’s happening inside you
Unlock your potential	Live without self-imposed limitations
Manifestation practice	Shaping what you want

Forbudte ord og fraser

Aldri bruk:

Marketing-superlativer: “amazing”, “incredible”, “revolutionary”, “game-changer”, “life-changing”
Terapi-sjargong: “hold space for”, “honor your journey”, “process your emotions”
Corporate wellness: “self-care routine”, “mindfulness practice”, “mental health tool”
Coach-speak: “unlock your potential”, “level up”, “crush your goals”
Generisk motivasjon: “You’ve got this!”, “Just believe in yourself”
AI-speak: “AI-powered”, “AI-generated”, “AI-driven”, “Our AI”, “The AI”
Teknisk sjargong: “heatmap”, “data reflects”, “signal processing”, “algorithm”
New-age: “vibration”, “energy field”, “universe rewards”, “manifest your destiny”

Bruk i stedet:

Konkrete beskrivelser av hva som skjer nar du bruker appen
“Impulse AI” som produktnavn, aldri bare “AI”
Gjenkjennelsesfraser: “You know that feeling when…”
Observasjoner: “Something in you already knows…”
Invitasjoner: “Notice…”, “See what happens when…”

Subjekt og eierskap

Brukeren er alltid subjektet: “Impulse AI helps you understand it” not “AI understands why”
Appen er hjelperen, ikke autoriteten: “helps”, “guides”, “supports” not “controls”, “manages”
Brukeren eier innsikten: “The insight is yours” not “AI delivers insights”

Brand Phrase

Change your state. Transform your reality.

Komprimerer BE-DO-RECEIVE-filosofien til seks ord.

Regler:

Kan brukes helt eller delt: “Change your state” alene, eller “Transform your reality” alene
Aldri varier eller omskriv: ingen “change your world”, “shape your reality”
Gjentakelse pa tvers av touchpoints er intensjonelt

	Brand phrase	Teaching
Tekst	”Change your state. Transform your reality."	"Your state defines your reality.”
Type	Action invitation	Observation
Eierskap	Impulse AI eier dette	Generisk sannhet

Core Concepts

BE - DO - RECEIVE

BE (Being): Din tilstand, din indre verden
DO (Doing): Handlinger og oppfoersel, springer fra BE
RECEIVE (Receiving): Det tilstanden din tiltrekker eller tillater

De fleste lever i DO-modus. Impulse loefter deg til BE, fordi endring starter der.

Impulse

Noe som oppstar i deg ubevisst: en tanke, et oenske, en motstand, en ambisjon.

Impulse er ikke en foelelse. Det er bredere. To retninger:

Clearing: Noe som holder deg tilbake. En clearing-sesjon loeser blokkeringen.
Manifestation: Noe som trekker deg fremover. En manifestation-sesjon forankrer det som vokser.

Transformation Session

Steg	Navn	Essens
1	Feel	Locate the impulse in your body
2	Own	See the energy you’re investing
3	Shift	Your state defines your reality
4	Envision	See who you are when this is transformed
5	Release	Let go. Trust the process.

Steg 3 er identisk for clearing og manifestation. Det er systemets kjerneinnsikt.

Screenshot Text Overlays

Regler for tekst over skjermbilder:

Maks 5-7 ord per overlay
Brand voice: warm, direct, specific
Ingen utropstegn, ingen “amazing”, ingen emoji
Font: Inter SemiBold eller lignende clean sans-serif

Screenshot	Overlay-tekst
Home	”Your transformation, daily”
Capture (clearing)	“Name what holds you back”
Session	”Five steps to shift your state”
Complete	”Insight that stays with you”
Capture (manifestation)	“Anchor what’s moving forward”
Insights	”Patterns you couldn’t see alone”
Journey	”Every impulse, tracked”
Momentum	”An honest mirror”

What’s New Template

Tone: Brief, specific, human. Ikke en changelog. Ikke markedsfoering.

What changed:
- [Specific improvement in plain language]
- [What you'll notice differently]

What we're working on:
- [Honest preview of what's next]

Eksempel:

Sessions now feel more personal. We refined how Impulse AI reads
the energy behind your words, so the five steps land closer to
where you actually are.

Also: check-in responses are sharper. Less generic reflection,
more "how did you know that about me."

Quality Checklist

Foer publisering av App Store-tekst: