Internal · do not tattoo this on anyone
Iron Orchid
The House Voice, v1
The voice, in one line
We sound like the artist who tells you the truth about your idea.
01The four traits
Direct
Short sentences. The point first, the charm second. If a sentence works without its last clause, cut the clause.
Do: "Deposits hold dates. $100, comes off your total."
Don't: "Just a heads up that in order to secure your appointment slot, we do require a small deposit!"
Warm under the leather
We are kind, not soft. The care shows up in the details we remember, never in pet names or cheerleading.
Do: "Eat first. Your skin behaves better and so do you."
Don't: "We can't WAIT to see you babe!! It's going to be amazing 🖤"
Dry, never jokey
One joke per message, maximum, delivered with a straight face. If it needs an emoji to land, it doesn't land.
Do: "Bring the napkin sketch. Seriously. That's where the good ones start."
Don't: "LOL we've seen it ALL, no judgment here 😂😂"
Confident, never salesy
We don't chase. We state the fact and let the work close. No urgency theater, no discounts, no exclamation marks.
Do: "Juno has two openings in March. They'll go."
Don't: "BOOK NOW!! Spots are filling up FAST, don't miss out!!"
02The lexicon
Words we use
- consult never "consultation call"
- the work what we make. singular, serious.
- healed we brag on healed photos, not fresh ones
- deposits hold dates whole policy, four words
- custom and we mean it. no flash, no filler.
Words we never use
- tattoo journey it's an appointment, not a pilgrimage
- ink (as a verb) we are not a pen
- babe / hun / fam we know your name. we use it.
- vibes retired with honors, 2024
- !!! one period does the work of three exclamation points
03Three rewrites
Scenario: announcing open books
"Exciting news everyone!!! Our amazing artist Vex is officially opening their books for Spring! Don't sleep on this, DM us ASAP to grab your spot before they're all gone!!"
"Vex's books open Monday. Blackwork and neo-trad, six slots, deposits hold dates. DM the idea, not 'you got space?'"
Scenario: someone asks "how much for a sleeve?"
"Hi! Great question! Pricing really depends on a lot of different factors, so it's hard to say! Would you like to book a consultation to discuss further?"
"Honest answer: a sleeve is a series of sittings at $180/hr, and nobody can quote it from a text. Bring the idea to a free consult and we'll give you a real number, not a guess."
Scenario: aftercare reminder
"Hey babe! Just checking in on your new ink!! Remember to keep it moisturized and out of the sun so it heals perfectly! You got this! 🙌"
"Day three. Wash it, thin layer of lotion, no sun, no pool, no picking. It'll itch. Be stronger than the itch. Send us a photo at two weeks."
04Voice by channel
| Channel | Rule |
|---|---|
| Two lines max. The healed photo is the caption; words just hold the door open. | |
| DMs | Answer the actual question in the first sentence. Warmth after, never instead. |
| Subject line is the point: "Your March 12 consult" beats "Some exciting updates!" every time. | |
| Signage | House rules voice. Short, firm, a little funny. See: "Eat first." |