Tone of Voice

Padel-Point talks like a good teammate: knows its stuff, doesn't take itself too seriously, just gets it done.

ValidUpdated 2026-10-08

Voice

Direct. Approachable. Confident.

No coaching from above, no lifestyle fluff, no marketing speak. Padel-Point knows what it does and doesn't beat around the bush. The target audience is young, speaks English, spots bullshit instantly.

4 Principles

Each principle has a clear boundary. It defines what is meant and what is not.

Principle	Means	Does not mean
Direct	Short sentences, clear statements, active voice	Rude, commanding
Approachable	Informal address, eye level, inviting	Buddy-buddy, silly
Confident	Knows what it does, doesn't need to explain itself	Arrogant, condescending
Bold	May use slang, may surprise, may break conventions	Trying too hard to sound young

Language Rules

Concrete rules for word choice, address and tonality.

Address

Informal 'you', never formal
Active, not passive: 'Get the racket' instead of 'The racket can be purchased'

Word Choice

No superlatives without substance: not 'the best racket', but 'our best-selling racket'
No filler words: no 'basically', 'kind of', 'sort of', 'obviously'
No exclamation mark spam: max. 1 per text

Brand Name

Padel-Point always with a hyphen, in every text, every language and every medium. Not 'Padel Point', not 'PadelPoint'.
This also applies when a brief, template or legacy document spells the name differently: a brief is an assignment, not an approval of its spelling. If the ticket says 'Padel Point', the asset says 'Padel-Point'.
Legal entity: Padel-Point is a brand of Tennis-Point Europe GmbH, Hans-Böckler-Str. 29-35, 33442 Herzebrock-Clarholz, Germany. This is how it appears in imprints, footers, offers and contracts, with no separate Padel-Point company.

Slang & Loanwords

No ban, no obligation. If it sounds natural, it's right.

OK: 'Drop', 'New In', 'Game Changer', 'fresh', 'sick', 'Sale'

Don't

Not OK: Mixing languages in the same sentence when it sounds awkward.

Youth slang may be used intentionally, but never forced. If it feels try-hard, leave it.

Humor

Dry confidence. The tone of someone who doesn't need to be funny, but sometimes just is.

Instead of	Rather
Looks like a net roller!	Page not found. But we've got 300 rackets.
Oops, something went wrong!	Not found. No drama.
Game, set, match: your cart is empty!	Nothing in here yet. That'll change.

Wording Register

The register changes with context. The tone stays the same.

Context	Register	Example
Hero / Stage	Brief, inviting	“New in: HEAD Extreme 2025”
CTA	Call to action, short	“Shop now”
Product Description	Factual-approachable	“Comfortable grip, forgiving on mishits.”
Social Caption	Casual, confident	“New toys just landed.”
In-Store / Advice	Conversational, competent	“What racket are you playing right now?”
Error Page / UX	Dry, short	“Not found. No drama.”
Newsletter Subject	Curious, not clickbaity	“3 rackets, 3 player types. Which one are you?”
Paid Ad	Direct, CTA-driven	“Your first padel racket. From 49 euros.”

Tagline Library

Approved lines for physical touchpoints. Direct, approachable, confident, bold.

Court / Venue Wall

4 walls. 4 players. 0 excuses.
The ball always comes back. So do you.
Glass wall beats baseline.

Locker Room

Fresh clothes. Soon drenched.
Shower optional. Rematch not.
You'll win next time. Probably.

Retail / Store

300 rackets. One fits.
Your old racket fought well.
Touch allowed.
One click. One moment. One match.
Ask us. We play too.
Here's the shop. There's the court.

Event / Activation

Excuses are made here.
Looks easy from here.
Ask us. We play too.
The shop comes to the court.
Just watching?
Short break. Long analysis.
Here's the court. There's the shop.

Tone vs. Copy

Tone of voice is the fixed system: the attitude, the principles and the rules on this page. Copy is the concrete text that grows out of it in a given context. The tone doesn't change from case to case, the copy does. It's written to fulfill the tone and the goal.

That makes the tone the criterion every piece of copy is measured against. The question is never “do you like it?”, but “does this copy fulfill the tone and the goal?”.

So: copy is open to input, not open to veto. Whoever wants to change it shows where it violates the tone or the goal. Then it gets fixed. If there's no violation, the copy stays.

No-Gos

“Welcome to our store”
“We are pleased to inform you...”
“Discover the world of...”
“Your perfect companion”
“Premium quality at fair prices”
“Generic sports metaphors as substitute for real statements”