The four core voices

LingoVae ships with four core voices on every plan. They cover the most common merchant use cases without forcing you to author anything yourself. The Grow plan adds the extended catalog of category-organized voices; Pro lets you build custom voices with the wizard.

This page is a quick guide to the four — what each one is for, what it sounds like, and when to pick a different one.

How voices work

Each voice is a complete brand-voice spec: a prose instructions block the AI reads, a list of do and don’t guardrails, an explicit tonal range (formality, enthusiasm, reading level), and a small set of examples the model uses as anchors. The same voice can be applied to many products; it adapts to each product’s specific facts but stays recognizably itself.

You pick a voice from the picker, apply it to a product, then review the three drafts (title, description, SEO description) before any of it publishes.

Professional

For: B2B catalogs, premium tools, executive accessories, software, professional services — any merchant whose customers expect a polished, business-appropriate tone before anything else.

Tones: High formality. Low enthusiasm. Professional reading level.

Sounds like: “A professional everyday essential. This refined cotton crew neck maintains a polished appearance through demanding workdays.”

Pick a different voice when: your audience is casual, your product is fun, or the descriptions would read as stiff.

Friendly

For: Founder-led brands, lifestyle and DTC catalogs, products where personality is the differentiator. Any merchant whose customers came for the brand voice as much as the product.

Tones: Low formality. High enthusiasm. 9th-grade reading level.

Sounds like: “Okay, you know how you have that favorite tee you want to wear literally every day? This is that shirt. Super soft cotton that actually gets better with every wash.”

Pick a different voice when: your product needs technical precision, your customers are price-sensitive shoppers comparing specs, or “friend telling a friend” framing doesn’t match your brand.

Benefits-First

For: Performance gear, kitchenware, parenting products, anything where the customer is shopping for what it does for me. Outcomes-led, scan-friendly.

Tones: Medium formality. Medium enthusiasm. 9th-grade reading level.

Sounds like:

  • Stays comfortable all day — breathable cotton keeps you cool
  • Looks great wash after wash — shape-retaining fabric
  • Works with everything — versatile colors for any outfit
  • Easy care — machine washable, no ironing needed

Pick a different voice when: your product is sold on feel or story rather than utility, or the benefits aren’t differentiated enough to lead with.

Detailed

For: Technical gear, tools, specialty materials, professional equipment. Catalogs where customers read specifications before reading prose.

Tones: Medium formality. Low enthusiasm. 12th-grade reading level.

Sounds like: “Material: 100% premium ringspun cotton (180 GSM). Fit: Classic crew neck with reinforced collar, relaxed body fit. Care: Machine wash cold, tumble dry low. Pre-shrunk.”

Pick a different voice when: your product doesn’t have meaningful specs, or you’d rather lead with the experience than the data.

Choosing between voices

A few quick heuristics:

  • If your customers ask “what is this?” before they ask “is this for me?” — start with Detailed.
  • If your customers ask “is this for me?” before they ask “what is this?” — start with Friendly or Professional, depending on register.
  • If your customers compare products feature-by-feature — start with Benefits-First.
  • If your brand identity carries the sale — start with Friendly and adjust.

You can try several voices on the same product and compare — nothing publishes until you say so, and reverting is one click.

What about extended voices on Grow?

The Grow plan unlocks an extended catalog of category-organized voices: Fashion & Apparel, Beauty & Wellness, Home Goods, Tech & Electronics, Niche & Lifestyle, Seasonal & Holiday, Events & Occasions. Each category has 3–5 voices tuned for that category’s customer expectations and product types.

If the four core voices fit but you want sharper category-fit, Grow is the upgrade path.

What about custom voices on Pro?

The Pro plan lets you build a custom voice with a wizard — your own instructions, guardrails, examples, and tonal range, in the same structured shape as the catalog voices. You can version it as you iterate, restore any prior version, and route different voices to different traffic sources via UTM campaigns.

If your brand is specific enough that none of the catalog voices fit, Pro is the right path.