Brand Voice & Tone

We need to ensure every word we write sounds like Thryv—clear, confident, and genuinely helpful. Not a software company trying to sound approachable, and not a startup trying to sound big. Just honest help, plainly stated.

We serve small businesses at every stage: from solo operators to teams of 50+. They're busy, they're capable, and they don't have time for complicated tools or confusing language.

Our job is simple: make them feel like Thryv was built exactly for them. Because it was.

The Four Pillars

Clear & Plain-Spoken
We say what we mean—directly, simply, and without fluff. Write like you're explaining something to a smart, busy person. One idea per sentence. Active voice. Short paragraphs.

Champion Your Customer
The customer is the hero. Thryv is the tool. Lead with outcomes, not features. Use "you" more than "we." Help them picture themselves succeeding.

Confident
We know what we're doing. Make clear, declarative statements. Avoid hedging ("might," "could," "maybe"). Back up claims with proof, not hype.

Human Sound like a partner, not a vendor. Use contractions. Acknowledge real challenges before solving them. Be conversational, warm, and real.

Words We Use

  • You, your, yours. This keeps the client at the center
  • Now, today, in minutes. Time matters to small business owners
  • Real, actual, proven. Grounded in results, not hype
  • Run, manage, send, book, track, get paid. Action-first verbs
  • Finally, no more, stop worrying about. Acknowledge the pain, then relieve it

Words We Avoid

  • Leverage, Robust, Seamlessly, Utilize, Empower, Synergy, Best-in class
  • "Our platform enables businesses to..." (too corporate, too distant)
  • "Cutting-edge" or "next-generation" (vague and overused)
  • Anything passive: "Invoices can be sent by users" instead say "Send invoices in seconds"
  • "Easy" or "Simple" on their own. Show it, don't just say it

Tone by Content Type

The Thryv voice should stay consistent across everything we write, but the tone flexes depending on context.

Who We’re Writing For

Thryv customers span three broad profiles, Solo Operator, Small SMB team (2-15 people) and Growing SMB (15-50+ people). Good copy speaks to all of them, because the underlying need is always the same: run a better business without the chaos.

The 5-Second Gut Check

Before finalizing your copy, ask these questions

  1. Would a busy business owner say this to a friend?
  2. Is the customer the hero?
  3. Does it lead with outcome, not feature?
  4. Is there jargon, hedging, or fluff? (Cut it.)
  5. Does it sound like a partner or vendor?