Brightwell Family Dental: how we sound
Sample, not client work Written by us for a made-up business.
How Brightwell sounds
We write for people who may not have been to a dentist in a while and may feel bad about it. Everything we send should make the next step feel small.
Three principles
- Say what happens next. Nobody likes a surprise in a chair. Tell people what the visit includes, how long it takes and what it costs, before they ask.
- Plain words first. Say “cleaning” before “prophylaxis.” If we have to use the dental word, we explain it in the same sentence.
- Never make anyone feel behind. Nobody is “overdue” or “neglecting” anything. They’re due for a visit. That’s all.
| We say | We don’t say |
|---|---|
| You’re due for a cleaning. | You’re overdue. |
| Tell us if anything feels uncomfortable and we’ll stop. | Don’t worry, this won’t hurt. |
| Here’s the cost before we start. | Your insurance will take care of it. |
| Come in whenever you’re ready. | It’s been two years since your last visit. |
| A tooth that needs attention. | Problem areas. |
Test: Read it aloud in the waiting room. If it would sound odd there, rewrite it.
We wrote this to show style and structure. It isn’t for a real client and shows no real results.
The brief this answers
A family dental practice has a front desk, a website and a text-reminder system that all sound different, and some of it scares people. Give the people who write for the practice one page they can keep open.
How this was made
We built the page the way the full guide does: a short principle, the reason for it, and real before and after lines people can copy. It makes no clinical claims and no promises about treatment or comfort. The practice and the rules are made up. A real guide would use your own phrases, collected on the 30-minute call.
Buy this kind of job
What you’d get is set by the package, not by this sample. The caps and the days are on the card.
$1,599
USD
Brand voice guide
10 to 12 pagesabout 12 business daystwo revision rounds
A guide your team, freelancers and agencies can read once and sound like the same company.
In your order
Ten is the most you can order here. For more, ask for a quote.
Each extra guide gets its own brief and its own date.
What’s included and what isn’t
| Included | Not included |
|---|---|
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Standing exclusions apply to every package. Design and layout, publishing, images, keyword research tools (unless stated), fact-checking, legal, medical or financial claim review, and any promise about results.
Another guide is a second brand. Over the cap? Ask for a quote →
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