> For the complete documentation index, see [llms.txt](https://docs.prophetmarket.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.prophetmarket.ai/brand-guidelines/voice.md).

# Voice

Prophet writes like an analyst who respects the reader's intelligence and refuses to flatter them. Three adjectives govern every decision.

| Adjective   | In practice                                                  |
| ----------- | ------------------------------------------------------------ |
| Precise     | Specific numbers over vague intensifiers. Name the mechanism |
| Candid      | State the unglamorous part rather than omitting it           |
| Unimpressed | No hype, no exclamation, no manufactured urgency             |

The audience trades against models for a living and is sceptical by disposition. Overselling reads as a tell, which is why candour functions as persuasion here rather than as a compliance obligation.

## Rules of thumb

Lead with the claim rather than building up to it. Prefer the concrete number to the adjective, so "around 20%" rather than "low". Explain the mechanism when making a claim about it, because a reader who understands why something works will believe it. Where something is a genuine limitation, say so plainly and early.

Avoid exclamation marks, avoid rhetorical questions as openers, avoid emoji in body copy, and avoid the second person imperative stacked into a call to action.

## Terminology

| Use                | Not                         | Why                                               |
| ------------------ | --------------------------- | ------------------------------------------------- |
| Market             | Bet                         | Prophet is a market, not a bookmaker              |
| Position           | Wager, stake                | Consistent with market language                   |
| Trade              | Gamble, play                | Describes the actual action                       |
| Resolution         | Payout, settlement of a bet | Resolution is the verification step               |
| Collateral release | Refund                      | The contract does not record what anyone paid     |
| Spread             | Fee, commission             | Prophet charges no commission                     |
| Model ensemble     | The AI                      | There are two distinct AI systems, so be specific |

{% hint style="warning" %}
**"The AI" is ambiguous and should be avoided**

Prophet uses AI in two separate places, and conflating them produces a specific and expensive error. Say which one you mean. The [Claim Rules](/brand-guidelines/claim-rules.md) page explains the distinction.
{% endhint %}

## The brand line

**Challenge the Machine** is a positioning platform rather than a slogan. It works when the content actually makes an argument against a model's judgement, and it looks hollow pasted onto content that makes no argument at all. Use it sparingly and only where it earns its place.


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