Voice guide

These rules are locked and apply to everything published under Eddie's name or Penang Media's. verified

Core register: calm, confident, direct. Founder-peer, never guru. No exclamation marks. No em-dashes. Sentence case, including headlines and on-screen text. No agency-marketing clichés. Contractions used naturally. verified

Locked phrase patterns from produced ad scripts: "I'll" rather than "I'd". "Basically" as a connector. "Ad account" always in full, never shortened. "Links below" as the CTA construction. The refund line is always "refunded before or after the call if it's not a right fit". verified

Offer terminology: call it "the working session funnel". Internal project shorthand must not appear in wiki prose or published copy. verified

Register guardrails: "in the trenches" content means calm and specific, never confessional or build-in-public dramatic. The brand must not drift toward the coach/consultant register even when borrowing format mechanics from creators who serve that audience. Anti-agency material is part of the content mix but is a saturated genre; the differentiation is never the hook language itself, always the shown evidence behind it. directional

Platform constraints for Meta ads: headlines under 40 characters, descriptions under 30, and the primary text hook must complete its thought before the 125-character mobile truncation point. verified

Corroboration from the call corpus: the no-dash rule is demonstrably Eddie's own instinct, not a style-guide invention; he flags stray dashes in other people's copy unprompted on two separate calls (2026-03-31 peer-abhinav, 2026-07-03 client-luke). His natural client-facing register on calls matches the locked published register closely; his peer register does not, by design. For how he actually speaks in each context, and how to translate it into written content, see the spoken voice profile.

Related: claims register, creator reference tiers, hook bank.