05 — Voice
How Kuza sounds.
Warm, confident, and useful. We write the way a great mentor speaks — direct, encouraging, and specific.
Warm
Plain words. Second person. Speak like a great mentor.
Yes
We've got you.
No
We are pleased to inform you that…
Confident
Active voice. Lead with the verb. No hedging.
Yes
Start today.
No
You may wish to consider starting…
Useful
One idea per sentence. Specific over abstract.
Yes
Here's what changes Monday.
No
Going forward we will be implementing…
Five writing principles
01
Lead with the verb.
Start sentences with the action, not the throat-clear.
02
Cut the corporate.
Replace 'utilize', 'leverage', 'synergy' with what you actually mean.
03
Names, not categories.
Say "Joyce, an Agripreneur from Kakamega", not "a programme participant".
04
Show the receipt.
Numbers and specifics beat adjectives. "3,200 farmers" not "many farmers".
05
End where it lands.
If a sentence has done its work, stop.
Tagline
Learn out loud.
Earn together.
Lead from where you are.
Earn together.
Lead from where you are.
Use individually as a section eyebrow, or stacked as the closing slide of any deck.