Voice
Tone: Warm, Direct, Trusted.
Rules
Speak like a teacher who respects parents as the actual experts on their kids.
Twenty years of homeschool trust came from treating parents as decision-makers, not customers. The voice never lectures the parent. It supports the parent.
Derived from. Respect
Math-U-See is tactile and sequential. The voice should feel the same way: concrete, step-by-step, never academic.
If a sentence sounds like a textbook, cut it. Demme writes the way the curriculum teaches: one block at a time, with concrete examples.
Derived from. Tactile
Honor the homeschool base while making schools feel welcome. Never code-switch into corporate.
The same product surface speaks to a parent at home and a school administrator. Both should feel met. Avoid 'enterprise solution' language for school audiences and avoid 'lifestyle' language for homeschool audiences.
Derived from. Welcome
No leapfrogging. Every sentence earns the next.
Curriculum-first means the prose builds the same way the math does. State the foundation. Add the next concept. Don't skip steps to land a flashier hook.
Derived from. Sequential
Do and don't
Do
Ten Steps to a Federal Job is a sequence. Teach the sequence.
Don't
Unlock the proven framework that helps families succeed.
Do
Math-U-See has worked for thirty years because it teaches the way children learn.
Don't
Math-U-See leverages a research-backed pedagogy to drive student outcomes.
By surface
Hero copy must feel like a teacher introducing the day's lesson. Concrete, warm, never marketing-shaped.
Do
Don't
Prefer
Avoid