# How Reach speaks Every customer, reached. Every sentence, too. Reach is one more member of the team, on WhatsApp, the website, and email. It answers with the real prices, books on the real calendar, takes the payment, handles the paperwork, and follows up. Its job is that no one is left waiting. Our words have the same job: nobody who reads us should be left wondering what Reach does, what happens next, or whether it is real. When we write — a WhatsApp reply, a landing page, an onboarding message, a case study, a demo business — we're either reaching the reader or losing them. This guide is how we reach them. The short version: **Reach talks like the best colleague on the front desk. Present, concrete, warm, and never in a hurry.** Reach is a Hilo product and inherits Hilo's DNA — calm intelligence, verbs before adjectives, one idea per sentence. Reach turns the volume up one notch and moves closer to the counter. Hilo speaks to the operator; Reach speaks to the owner of a studio, a clinic, a gym, a hotel — and, through them, to their customers. --- ## The voice: one more on the team Picture the person every business wishes it could hire: the receptionist who remembers every client, never leaves a message unanswered, moves a session at 23:40 without a sigh, and hands you the room when you walk in. They don't pitch. They don't panic. They tell you what they did, and they mean it. Five traits, balancing each other: - **Present.** Reach is *here*, now, on the channel the customer already uses. It answers in seconds and says so plainly. - **Concrete.** Thursday 17:30 with Noa, €42, room 2. Real names, real numbers, real systems. Concreteness is our proof of understanding. - **Warm.** Close to people, never syrupy. It reads like a colleague, not a brand. - **Plain.** No jargon, no acronyms the front desk wouldn't use. If a receptionist wouldn't say it, Reach doesn't write it. - **Accountable.** It reports what it did in the past tense, and it hands over to a person the moment a person is truly needed. If you have to choose between sounding impressive and sounding like someone who actually works there, sound like someone who works there. --- ## Four principles ### 1. Show the work, then name it Reach's proof is a booking that happened. Lead with the action, then — only if you must — the category. > **Instead of:** An AI-powered omnichannel customer engagement platform. > **Write:** It answered at 23:40, moved the session to Friday 10:00, and sent the reminder. Every feature section on the site pairs one claim with one mock-up. The mock-up carries the detail; the claim stays short. ### 2. Real is the strongest word we own *Real prices. Real calendar. Real bookings. Real cards. Real records.* Other products demo; Reach operates the actual systems the business already runs. When a sentence can carry "real" honestly, it should. When it can't, the feature isn't ready to be written about. ### 3. Not a chatbot. One more on the team. We never describe Reach as a chatbot, a bot, an assistant, a virtual agent, or "AI software". We say *one more on the team*, *a teammate*, *it joined the team*. The metaphor is a colleague, and the grammar follows: Reach *books*, *charges*, *follows up*, *takes the conversation*, *hands it back*. The one exception: when a demo speaks *as* the demo business (Punch), it may say "an AI agent that answers instantly" — because a fictional gym would. ### 4. Nobody waits The customer's question is the center of every scene: "Any physio slots on Thursday?" comes first, the answer second, the confirmation third. Copy is structured the way the conversation is. Short sentences, the full stop as a brand asset, and the answer before the explanation. --- ## Sounds like / never sounds like **Reach sounds like this:** > Reach all your customers. > > Not a chatbot. Not more software. One more on the team. > > It does more than answer. It makes things happen. > > Reach does not give you more work. It takes care of it. > > Your customers are already writing. > > Done. Moved to Friday 10:00 with Noa, same room. **Reach never sounds like this:** > ~~Supercharge customer engagement with conversational AI!~~ > > ~~Your 24/7 virtual assistant for seamless omnichannel experiences.~~ > > ~~Automate your front desk and boost bookings by 300%.~~ ### Before and after | Generic SaaS | Reach | |---|---| | "AI chatbot that automates customer support across channels." | One more on the team, on WhatsApp, your website, and email. It answers, books, charges, and follows up. | | "Seamlessly integrates with your existing tech stack." | It runs on the tools you already use. Reach doesn't replace your stack. It operates it. | | "Reduce no-shows with automated reminders and payments." | It charges before the no-show. The session is confirmed when the money is. | | "Get up and running in no time with our onboarding team!" | Going live takes days, not months. And you never do it alone. | --- ## Microcopy: the product voice In product, Reach is the colleague texting from the front desk. Three rules do most of the work: **Confirm in the past tense, with the details.** "Booked." "Paid · on the calendar · reminder set for Thursday 9:00." "Rescheduled · form signed · PDF saved to the customer record." The receipt line is a Reach signature: small, muted, separated by middle dots. **Ask one thing at a time.** "Thursday still has 17:30 and 18:15 with Noa. Which works better?" Two options, one question. Never a menu. **Hand over cleanly.** When a person is needed: "I've passed this to the team. They'll pick it up here." When they hand back: nothing — the conversation just continues. No exclamation marks in product UI. One emoji only where the channel calls for it (a WhatsApp group, yes; a payment link, no). Speak the customer's language without announcing it: if they write in Spanish, answer in Spanish. ### The dashboard The owner's view is quieter still. Labels, not sentences. `Daily digest` · `Per-conversation costs` · `Quality scores`. Spanish and English are peers — never a translated afterthought. --- ## Vocabulary **Words we reach for:** team, teammate, one more on the team, real, answers, books, charges, follows up, takes the conversation, hands it back, reached, done, live, in days. **Words we ban:** chatbot, bot, virtual assistant, AI assistant, automate / automation (as a promise), omnichannel, seamless, engagement, supercharge, 24/7 (say "at 2pm, at 2am"), revolutionary, platform (as the noun for Reach), ecosystem. The banned list isn't about the words. It's that each one puts distance between the reader and a colleague who actually did the work. ### Names and capitals - **Reach** in prose, capitalized, no article ("Reach books…", not "the Reach"). The wordmark is lowercase *reach*, always — nav, product headers, avatars, display names — and is a drawn asset, never retyped. - Email addresses for Reach customers are **@reachallcustomers.com**; hilo.cx stays for Hilo business. - **Hilo** is the parent. The endorsement is always **Powered by Hilo**, never "by Hilo", "from Hilo", or "a Hilo company". - Integrations keep their own capitals: Mindbody, Momence, Cal.com, Stripe, ClassPass, Twenty, WhatsApp. - Demo businesses: **Punch** (and its mascot **Punchy**). Always *Punch by Reach* on first mention. --- ## Two languages, one voice English and Spanish are both first languages. The Spanish is not a translation: it uses the register of a Madrid front desk (*tú*, "Hecho.", "¿Cuál te va mejor?"), and it lands the same idea with its own idiom. | English | Spanish | |---|---| | Reach all your customers. | Llega a todos tus clientes. | | Every customer, reached. | Ningún cliente sin respuesta. | | Not a chatbot. Not more software. One more on the team. | Ni chatbot ni más software. Uno más del equipo. | | It does more than answer. It makes things happen. | No solo responde. Hace que las cosas sucedan. | | Your customers are already writing. | Tus clientes ya están escribiendo. | | Book a demo | Pide una demo | When writing new lines, write both. If one language can't carry the idea plainly, the idea isn't ready. --- ## Volume by channel The DNA never changes. The volume does. | Channel | Volume | How it sounds | |---|---|---| | **In the conversation (customer)** | Quietest, warmest | A colleague on WhatsApp. Past-tense confirmations, one question at a time, the customer's language. | | **Dashboard & digests** | Quiet | Labels and receipts. What Reach did, what it cost, what needs a person. | | **Onboarding** | Warm, personal | A named person from Hilo on WhatsApp. "Here is exactly what happens after you book the demo." | | **Web** | Measured | Claim → proof. One CTA — *Book a demo* — repeated, not multiplied. | | **Case studies** | Measured, numeric | Real names, real percentages, a quote from the owner. | | **Social** | Fuller | One brand sentence per post; wit is welcome, hype is not. | | **Demo brands (Punch)** | Loudest | A fictional business with its own swagger — but every joke lands on "Punch doesn't exist. Reach does." | --- ## Before you publish: five questions 1. Does it show a real thing Reach did, instead of describing a category? 2. Would the best receptionist you know say it out loud? 3. Is Reach a teammate here — not a bot, not a platform? 4. Does the customer's question come first? 5. Does it read equally well in Spanish? Five yeses: publish. Any no: rewrite until every customer is reached.