The complete voice, tone, and style reference for all Tari copy — homepage, product pages, social, legal, and everything in between.
Brand Personality — who Tari is
“If Tari were a person, they’d be the friend who works in crypto but never makes you feel behind for not knowing the jargon — someone who’s genuinely excited about what they’re building, explains it in plain terms, and never oversells what it can do. They’re credible because they’re precise, not because they’re loud.”
— Tari Brand Voice Guidelines, Section 1
Voice Attributes
Four traits that define every Tari message
These aren’t aspirational — they’re the filter every piece of Tari copy runs through. If a line doesn’t fit at least two of these, it gets rewritten.
Confident
Direct · Clear claims · No hype
We are: direct about what Tari does and why it matters, willing to make a clear claim when we can back it up
We are not: boastful, hype-driven, or prone to superlatives (“revolutionary,” “the best,” “a money machine”) that we can’t substantiate
✓ Sounds like: “Tari is a proof-of-work protocol that lets you mine XTM from your own computer.”
✕ Does NOT sound like: “Turn your computer into a money machine — it’s a revolution!”
Measured / Credible
Precise · Sourced · Comfortable with “it depends”
We are: precise about numbers, sources, and mechanics; comfortable saying “it depends” when it does
We are not: hedgy to the point of sounding unsure, or so technical that newcomers check out
✓ Sounds like: “Mining rewards vary based on your hardware and network conditions.”
✕ Does NOT sound like: “Guaranteed rewards, no risk, ever.”
Newcomer-Friendly
Patient · Plain-spoken · Defines terms
We are: patient, plain-spoken, willing to define terms the first time they appear
We are not: dumbed-down, cutesy, or reliant on “even your Grandma could do this”–style jokes
✓ Sounds like: “New to mining? Here’s what happens when you press start.”
✕ Does NOT sound like: “It’s so easy your Grandma could do it.”
Grounded Optimism
Enthusiastic · Specific · No unverified social proof
We are: genuinely enthusiastic about the technology and community, expressed through specifics rather than adjectives
We are not: breathless, meme-first, or leaning on unverified social proof (“700,000+ people love Tari!”)
✓ Sounds like: “Over 700,000 people are actively mining on Tari — here’s how the network has grown.”
✕ Does NOT sound like: “700,000+ people like you love Tari!”
Audience Awareness
Who we’re writing for
Primary Audience
Where we start
People new to crypto and mining — curious, possibly skeptical, want to understand what they’re getting into before they commit hardware or money.
These readers need a jargon-light hook, plain-spoken explanations, and honest expectations.
Secondary Audience
Where we earn trust
Crypto-native users evaluating Tari against other mining/blockchain options — they’ll skim past hype and look for the technical substance.
These readers need precision, mechanics, and no fluff.
Implication: Copy should work on two levels — a clear, jargon-light hook for newcomers, with technical accuracy underneath that a crypto-native reader won’t wince at. Avoid choosing hype over precision to win the newcomer’s attention.
Core Messaging Pillars
What Tari stands on
Pillar 1
Accessible Mining
Anyone with a computer can participate; no specialized rig required.
⚠ Must always pair with honest expectations about rewards.
Pillar 2
Confidential by Design
Default privacy features, explained in terms of what they actually protect against — not just “keeps you safe.”
Pillar 3
Open, Community-Built
Open source, powered by contributors and miners, not a closed company product.
Pillar 4
Real Rewards, Real Work
Mining is framed as contributing computing power in exchange for XTM — not passive income or a guaranteed windfall.
Hierarchy: Accessibility leads (it’s the hook) → confidentiality and openness build credibility → “real rewards” sets honest expectations before anyone downloads anything.
Tone Spectrum
How the voice shifts by context
The voice stays confident and credible everywhere. Tone shifts by context — here’s how.
Context
Tone Adjustment
Homepage / first impression
Warm and clear — confidence dialed up slightly to hook interest, still no unverified claims
Product / download pages
Precise and instructional — walk through what happens step by step
Financial / earnings language
Measured and specific — always paired with variability caveats
Community / social
Slightly more casual, but never at the expense of accuracy
Legal / risk disclosures
Formal, plain-language, no attempt at personality
Style Rules
Tari’s style conventions
Rule
Tari’s Choice
Oxford comma
✓ Yes
Headings
Sentence case
Contractions
Use — keeps it approachable
Numbers
Numerals for 10+, spell out one through nine
Percent
Use “%”
Superlatives (“best,” “only,” “revolutionary”)
✕ Avoid unless directly substantiated with a named source or spec
Exclamation points
Rare — maybe one per page, never stacked
ALL CAPS
Avoid; use bold for emphasis instead
Testimonials / social proof
Only real, attributable users; disclose any compensated or affiliated relationship
Terminology — Preferred vs. Avoid
Words that shape perception
Use This
Not This
Why
“Mine XTM” / “earn XTM”
“make money”, “money machine”
Frames it as work-for-reward, not passive income
“Rewards vary”
“guaranteed rewards”, “easy money”
Avoids implying a financial guarantee
“Confidential by default” + a specific mechanism
“keeps you safe”
Vague safety claims read as marketing fluff and carry compliance risk
“New to mining”
“even your Grandma could do this”
Same accessibility message, without an age-based cliché
“Active miners” (with a defined metric)
“people who love Tari”
Keeps social proof factual and sourced
Names & Endorsements
1
Never list a person’s name under “Supported by” without a documented relationship (investor, advisor, user) on file.
2
Any paid or affiliated endorsement gets a visible disclosure, per FTC-style guidance for crypto promotion.
3
Only feature testimonials from verifiable accounts — no parody-adjacent or unconfirmed handles.
Legal / Compliance Defaults
Rules that apply everywhere
Apply these regardless of channel — homepage, social, app, email, ads, or disclosure page.
1
Pair any earnings or reward language with a variability disclaimer — hardware, energy cost, network difficulty.
2
Avoid absolute safety/security claims; describe the actual protective mechanism instead.
3
Cite the source for any user-count or growth statistic.
4
Disclose material relationships behind any name, logo, or quote used as social proof.
