# Voice and tone

> Who Oztix sounds like, and how the tone shifts with the moment and the market.

Oztix is Australia's largest independent ticketing company, and has worked
with events and venues for over 20 years. Our voice stays the same everywhere:
in docs, interfaces, support, and marketing. Our tone shifts with the moment
and the reader. [Language and grammar](https://ticketsolutionsptyltd.github.io/roadie/content/language-and-grammar.md) covers
the words and punctuation.

## Personality traits

Three traits shape every line we write.

### Keep it real

Skip corporate speak, and share honest advice from real experience, like an experienced friend.

**Do**

Here's what worked for venues your size last year.

**Don’t**

Leverage our industry-leading insights.

### Make it happen

Solve the problem directly, take ownership, and name the next step, like a capable partner.

**Do**

I'll fix the seating map and call you by 3pm.

**Don’t**

Your request has been logged.

### In it together

Build for the long term and celebrate shared wins, like a team member invested in the outcome.

**Do**

Let's look at what this means for your next show.

**Don’t**

Thank you for your business.

## Principles

### Show, don't sell

Lead with real results, and back every claim with an example or a number.

**Do**

Here's how three Brisbane venues used these reports to lift their presales.

**Don’t**

Our platform offers powerful analytics.

### Keep momentum going

Remove the obstacle and give the next step, so the reader can act today.

**Do**

Here are three things we can start on today.

**Don’t**

We'll schedule a meeting to discuss options.

### Share the journey

Celebrate the wins we share, and talk about where they lead next.

**Do**

Ochre Kite Weekender sold out a week sooner than last year. Let's plan the next one.

**Don’t**

Thank you for your business.

### Speak their language

Use the terms and examples of the reader's market.

**Do**

This works for your intimate gigs and your festival main stages.

**Don’t**

Our solution scales effectively.

### Own the outcome

Take responsibility and follow through until the problem stays fixed.

**Do**

I'll sort this out and make sure it stays fixed.

**Don’t**

We'll pass this to our technical team.

## Tone for the moment

The voice stays the same, and the tone follows what the reader is going
through.

| Moment                   | Tone                                                                  | Example                                                                                                                   |
| ------------------------ | --------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------- |
| Things are going well    | Celebrate the shared win and name its impact, with humble confidence. | Your early-bird release paid off. 2,000 fans bought in the first hour. Let's look at what this means for your next event. |
| Something has gone wrong | Own it now, share what we know, and say when the next update comes.   | The scanning app is running slow. Here's what we know, what we're doing about it, and when we'll update you next.         |
| Something is new         | Lead with the practical benefit, a real example, and a timeline.      | We built this because you told us your festival entry lines were too slow. Here's how it works and when you can start.    |
| Giving support           | Act straight away, give a clear timeline, and follow through.         | I can see the issue with your seating map. I'm fixing it now and will call you in 10 minutes with an update.              |

## Markets

Each market has its own terms and measures. Use them, and pick examples from
the reader's market.

| Market     | Covers                                         | Lead with                                                 | Example                                                               |
| ---------- | ---------------------------------------------- | --------------------------------------------------------- | --------------------------------------------------------------------- |
| Live music | Concerts, festivals, and tours                 | Artist and promoter terms, fan experience, venue capacity | We'll handle your whole calendar, from pub gigs to stadium shows.     |
| Venues     | Hospitality, performance, arenas, and outdoors | Operations terms, space use, crowd flow                   | Let's optimise your floor plan to lift both capacity and bar revenue. |
| Shows      | Agricultural, consumer, and spectator shows    | Show society terms, exhibitors and visitors, the seasons  | We'll manage your pavilion entries and your grand parade timing.      |
| Sports     | Motorsport, racing, rodeos, and sporting codes | Code terms, member access, game-day flow                  | We'll run your season passes and your match-day sales in one place.   |
| Events     | Tourism, lifestyle, and community              | Visitor experience, local impact, regional patterns       | We'll help turn your food festival into a must-visit regional event.  |

## Headlines, body copy, and calls to action

| Part           | Rule                                                | Write                              | Not                                  |
| -------------- | --------------------------------------------------- | ---------------------------------- | ------------------------------------ |
| Headline       | Direct, outcome first, and active.                  | Sell out your next show sooner     | Unlocking The Power Of Ticketing     |
| Body copy      | Plain English, short paragraphs, and real examples. | Doors open at 7pm. Bring photo ID. | Patrons are advised to arrive early. |
| Call to action | An active verb that names the next step.            | Buy tickets                        | Click here                           |

## Guidelines

### Name the next step

**Do**

```tsx
<Button intent='accent' emphasis='strong'>Buy tickets</Button>
```

Put the action the reader takes on the button.

**Don’t**

```tsx
<Button intent='accent' emphasis='strong'>Click here</Button>
```

Don't make the reader guess what happens next.

### Own the problem

**Do**

```tsx
<Callout intent='warning' title='Scanning is running slow'>
  We're fixing it now and will update you by 7:15pm.
</Callout>
```

Say what's wrong, what we're doing, and when the reader hears next.

**Don’t**

```tsx
<Callout intent='warning' title='An issue has been detected'>
  Your request has been passed on.
</Callout>
```

Don't hide who is acting or leave the reader waiting with no time.

## Before you publish

Ask these questions of every piece of writing.

- Does it sound like a person who knows the industry?
- Does it solve the reader's problem or name their next step?
- Do the examples come from the reader's market?
- Does it build a relationship that lasts past this sale?

## In the interface

- [Button](https://ticketsolutionsptyltd.github.io/roadie/components/button.md) labels name the action, such as Buy tickets.
  [Interface copy](https://ticketsolutionsptyltd.github.io/roadie/content/interface-copy.md) has the patterns for each kind of
  label and message.
- [EmptyState](https://ticketsolutionsptyltd.github.io/roadie/components/empty-state.md) says what happened and what to do next.
- [Callout](https://ticketsolutionsptyltd.github.io/roadie/components/callout.md) messages own a problem and give a time for
  the next update.
- [Field](https://ticketsolutionsptyltd.github.io/roadie/components/field.md) error text says how to fix the value, not only
  that it's wrong.

Docs updated 15 Oct 2026.