Three tone profiles ship with Studio: Professional, Friendly, Data-heavy. The one you pick per client is the one Studio uses for every paragraph it drafts. Here's how to choose.
Every report Studio drafts goes through three voice layers, in order:
This guide covers the third layer. The first two live on the Brand voice page in the dashboard.
The default. The voice of a senior strategist writing to their own boss — declarative, restrained, specific. No cheer-leading. Numbers framed in context, recommendations stated with confidence.
"Blended ROAS landed at 4.82× this week, a full point above the 4.0× target on $14,820 of spend. Meta's prospecting set carried the lift; we hold the current allocation through Memorial Day and revisit the first week of June."
Use when: the client expects a strategist's hand on the page. Most B2B clients. Most performance-focused DTC clients with senior contacts. Anyone who already trusts you.
The same content, but read out loud rather than written down. Slightly looser structure, conversational connectors, fewer hard claims. The numbers are still all there; the tone is warmer.
"Strong week. ROAS came in at 4.82×, well above the 4.0× we set for the quarter, and Meta's new creatives did most of the work. We're keeping the budget where it is through the holiday and seeing where things land in early June."
Use when: the client is a founder or operator who wants the news read to them, not at them. Wellness brands, lifestyle DTC, agencies whose first contact at the client is non-marketing.
For clients who own the numbers and want the receipts before they want the story. Mono spacing, parenthetical comparisons, fewer connector words. The narrative takes a back seat to the dataset.
"ROAS 4.82× (target 4.00×, +20.5%) on $14,820 spend. Meta: 5.29× ROAS, CTR 1.49%, CPA $22.43 (target $30). Google: 4.04× ROAS, CPA $27.90. Recommend hold-pattern on Meta budget through Memorial Day window."
Use when: the client is a CFO, a heads-of-paid-media on the buyside, or anyone who does their own dashboard work. The numbers are the headline; the narrative supports.
Open /voice in the dashboard. Each client has a tone selector dropdown next to their name. Pick one. The next time Studio drafts a report for that client, the new tone takes effect.
Existing drafts already in flight don't re-tone automatically — if you want to re-write a draft in a different voice, click Re-draft from sources in the report editor.
The decision usually maps to one question: what does this client open the email and say?
If you're not sure, start with Professional. It's the safest default and the one we've tuned the most.
The tone affects the prose, not the data. The KPI letterhead, channel-breakdown numbers, and recommendations are identical across all three tones — same metrics, same calculations, same source data. The change is in how the narrative paragraphs are written.
The tone also doesn't change the structure of the report. Every report has letterhead → executive summary → channel breakdown → recommendations → footer, regardless of tone.
For Phase I, the three tone descriptions (the system prompt that tells Studio what each voice means) are hardcoded. Agencies shape their voice through (a) the agency voice profile and (b) the forbidden-phrases list, both editable on /voice.
If discovery shows agencies want finer per-client control — e.g., "Friendly but less informal" or "Data-heavy with a one-paragraph executive summary" — we'll add a per-tone editor in Phase I.5. For now, those agency-wide layers + per-client tone selection are the levers.
Stuck? Write to hello@ninetailsagency.com. A human replies within 24 hours.