Voice and Tone Guide: Tirak Dream Journeys
Purpose: This document defines Tirak’s brand voice and provides “Golden Voice Prompts” for all downstream copywriting (emails, ads, social content, PR). Every piece of marketing must align with the voice framework defined here.
Priority: 80% Companion Voice / 20% Traveler Voice (supply-first strategy)
Brand Voice Foundation
Core Voice Persona
“The Confident Local Friend Who Knows All the Best Spots”
If Tirak were a person sitting next to you at a Bangkok rooftop bar:
- Age: Late 20s (27-29) - young enough to be fun, old enough to be responsible
- Personality: Warm, direct, slightly irreverent, entrepreneurial, culturally proud
- Style: Casual but intentional (not sloppy), authentic but not chaotic, confident but not arrogant
- Energy: High enthusiasm balanced with credibility
- NOT: Corporate HR speak, desperate startup begging, Silicon Valley bro-culture, pushy salesperson, condescending teacher
What This Sounds Like: ✅ “Look, I get that platforms need to make money. But taking 30% of your earnings when all they did was list your profile? That’s not a partnership, that’s a tax.” ✅ “Airbnb acts like they’re curating the Louvre. I don’t need a DSLR photoshoot to prove I know the best pad thai spot in Thonglor.” ✅ “Not a tour. A vibe.”
❌ “We leverage cutting-edge technology to optimize stakeholder value in the travel companion ecosystem.” ❌ “Join our amazing community of incredible hosts and transform your life today!!!” ❌ “Tirak is disrupting the $12B travel industry with AI-powered matching algorithms.”
Voice Prompt #1: Companion-Focused (80% Usage)
Golden Voice Prompt for Companion Marketing
Use this prompt for: Facebook ads targeting Thai companions, companion recruitment emails, companion onboarding materials, companion community content, WhatsApp group messages
VOICE PROMPT:
Please craft marketing copy that uses a respectful, empowering, and direct tone, echoing the voice of a fellow Thai local entrepreneur who’s tired of being exploited by gig economy platforms. This voice should reflect a deep understanding of the Bangkok/Chiang Mai millennial freelancer culture, use casual Thai-English bilingual language with phrases like ”฿” (baht), “same same but different,” “mai pen rai” (no worries), and “sabai sabai” (relaxed), and convey genuine excitement about building sustainable side income while sharing Thai culture authentically.
It should also display empathy towards the unique challenges Thai companions face, such as:
- Being exploited by platforms that take 30-40% commissions
- Waiting months for approval while watching potential income slip away
- Feeling pressure to invest in expensive professional photos to compete
- Balancing day jobs with side hustles (need flexible schedules)
- Safety concerns with unvetted travelers who might be sketchy or dangerous
- Feeling disrespected as “cheap labor” rather than valued cultural ambassadors
The copy should engage emotionally, acknowledging the sense of empowerment (“I control my income and schedule”), pride (“I’m a cultural ambassador for Thailand”), respect (“This platform treats me fairly”), and community (“I’m part of something bigger with mutual support”) that a dedicated Thai local entrepreneur seeks.
Remember to make it sound like a conversation between friends at a co-working space café, highlighting that Tirak shares their frustrations with exploitative platforms, understands their need for flexibility and fair pay, and is committed to enhancing their side hustle success and cultural pride.
Key Messaging Pillars:
- Fair Economics: “Keep 80-85% of your earnings, not 60-70%”
- Speed to Income: “Apply at 9am, go live by 5pm. Start earning today.”
- Authenticity Celebrated: “No DSLR photoshoot required. Show up as you are.”
- Flexible Autonomy: “Work weekends only, or full-time, or random Tuesdays. Your choice.”
- Safety & Respect: “Verified travelers only. Your safety is non-negotiable.”
- Community Support: “Join 100+ Bangkok companions in WhatsApp group. You’re not alone.”
Do:
- Acknowledge exploitation by competitors (“30% commission? That’s robbery.”)
- Use specific baht amounts (“Earn ฿8,000-12,000/month” not “earn extra money”)
- Reference real Bangkok/Thai culture (BTS stations, street food carts, LINE app, night markets)
- Show respect for day jobs (“Full-time hotel manager? Host on weekends only.”)
- Use “companion” not “tour guide” or “host”
- Emphasize control and autonomy (“Your schedule, your rates, your way”)
Don’t:
- Use corporate jargon (“leverage,” “ecosystem,” “stakeholder”)
- Make unrealistic income promises (“Make ฿100K/month!!!”)
- Pressure or guilt (“You’re missing out!” “Act now before it’s too late!”)
- Talk down to them (“Let us help you,” “We’ll empower you”)
- Ignore safety concerns (must always address verification and protection)
- Use fake urgency (“Only 10 spots left!”)
Tone Calibration by Context:
| Context | Tone | Example |
|---|---|---|
| Facebook Ad (Recruitment) | Confident + Direct | ”Tired of Withlocals taking 30%? Keep 80-85% with Tirak. Same-day approval. Start today.” |
| Welcome Email (Onboarding) | Warm + Supportive | ”Welcome to Tirak! You’re now part of 100+ Bangkok companions who are earning fair income sharing authentic Thai culture.” |
| WhatsApp Community | Friendly + Peer-to-Peer | ”Hey fam! Quick tip: travelers love it when you take them to street food carts your family’s been eating at for 30 years. Authenticity wins.” |
| Payment Notification | Professional + Affirming | ”฿1,700 on its way to your account! Great job on last night’s experience with Connor. He left you 5 stars.” |
Sample Voice Examples (Companion-Focused)
Ad Headline (Facebook): “Keep ฿85 of every ฿100 you earn. Not ฿60.”
Ad Body (Facebook): “Withlocals takes 30%. ToursByLocals takes 40%. Tirak takes 15-20%. You do all the work—showing travelers the real Bangkok, navigating the city, sharing your culture. Why should platforms take half your money? Same-day approval. No professional photos required. Your schedule, your rates, your way. Join 100+ Bangkok companions earning ฿8K-15K/month.”
Email Subject Line (Recruitment): “Nok, earn ฿10,000/month showing travelers the real Bangkok (keep 80-85%)”
Email Opening (Welcome): “Hi Nok! Welcome to Tirak. You just joined a community of 100+ Bangkok companions who are done with exploitative platforms and ready to earn fair income on their own terms. No 30% commissions. No months-long approval waits. No pressure to hire photographers. Just you, your city, and travelers who actually want to meet the real you. Let’s get you set up…”
WhatsApp Message (Community): “Quick win: New companion Pim earned ฿3,400 her first weekend (2 bookings). She took travelers to Talad Rot Fai night market and a hidden jazz bar in Ari. Authentic vibes, zero tourist traps. This is how we do it. 🔥“
Voice Prompt #2: Traveler-Focused (20% Usage)
Golden Voice Prompt for Traveler Marketing
Use this prompt for: Reddit posts/comments, traveler-focused ads (Instagram/Facebook), traveler email sequences, app store descriptions, landing pages
VOICE PROMPT:
Please craft marketing copy that uses a adventurous, confident, and slightly irreverent tone, echoing the voice of a fellow digital nomad who’s tired of tourist trap group tours and sketchy Reddit recommendations. This voice should reflect a deep understanding of the r/digitalnomad, Nomad List, remote work culture, use casual tech-savvy language with phrases like “DM,” “vibe,” “sketchy,” “lowkey,” “actually legit,” and “no cap,” and convey genuine excitement about discovering authentic local experiences without hours of research.
It should also display empathy towards the unique challenges solo digital nomad travelers face, such as:
- Group tours feel like middle school field trips (scripted, impersonal, 25+ strangers)
- Reddit recommendations are overwhelming (47 conflicting answers, zero quality control)
- Random bar encounters are unreliable (80% flake rate, no accountability)
- Existing guide directories are sketchy (no reviews, outdated websites, unclear vetting)
- Traveling solo is lonely (craving genuine human connection, not just transactions)
- Limited time (work 9-5, only free evenings/weekends—need efficient experiences)
The copy should engage emotionally, acknowledging the sense of belonging (“I’m not a tourist, I’m a temporary local”), confidence (“I navigate Bangkok like a pro”), adventure (“I’m discovering hidden gems no one else knows”), and connection (“I made a real friend, not hired a guide”) that a dedicated digital nomad traveler seeks.
Remember to make it sound like a Reddit comment or Instagram caption from a fellow traveler, highlighting that Tirak understands the frustration with generic tours, shares their desire for authentic connection, and is committed to enhancing their travel experience with verified local friends.
Key Messaging Pillars:
- Authenticity: “Real Bangkok, not Khao San Road tourist bubble”
- Trust & Safety: “Verified locals with reviews, not sketchy Reddit DMs”
- Efficiency: “Instant booking, no hours of research or DM negotiations”
- Connection: “Make friends, not hire tour guides”
- Value: “฿1,500-2,500 for private experience vs. ฿10,000 luxury guides”
- Flexibility: “Last-minute bookings for spontaneous plans”
Do:
- Acknowledge frustration with alternatives (“Group tours are the airport Subway sandwich of travel”)
- Use specific examples (“I spent 6 hours on Reddit sorting through 47 answers”)
- Reference digital nomad culture (co-working spaces, Nomad List, remote work, Instagram content)
- Show understanding of solo travel loneliness (“Cure the loneliness without being weird”)
- Use “companion” language (“hang out,” “vibe,” “connect”) not “hire” or “book a guide”
- Emphasize spontaneity and flexibility
Don’t:
- Sound desperate or pushy (“You NEED this!” “Don’t miss out!”)
- Overpromise (“Change your life!” “Best experience ever guaranteed!”)
- Use tourist clichés (“Discover the Land of Smiles!” “Exotic Thailand awaits!”)
- Ignore safety concerns (must address verification and accountability)
- Sound corporate or sales-y (“Optimize your travel experience”)
- Use fake FOMO (“Limited spots!” “Offer expires tomorrow!”)
Tone Calibration by Context:
| Context | Tone | Example |
|---|---|---|
| Reddit Comment | Helpful + Peer-to-Peer | ”I used Tirak in Bangkok and it’s basically Tinder for finding local friends (but explicitly platonic). All companions are verified + reviewed. Way better than group tours or random Reddit DMs.” |
| Instagram Ad | Adventurous + Visual | ”Real Bangkok ≠ Khao San Road. Meet verified locals who show you hidden rooftop bars, street food carts their grandma goes to, and night markets tourists never find. ฿1,800 for 4 hours. No script. Just vibes.” |
| Email Subject Line | Curious + Direct | ”Connor, meet Nok—your Bangkok local friend (4.9⭐, 73 experiences)“ |
| App Store Description | Clear + Benefit-Focused | ”Tirak connects you with verified Thai locals for authentic hangouts. Vibe-based matching. Instant booking. Last-minute availability. ฿1,500-2,500. Not a tour—a friendship.” |
Sample Voice Examples (Traveler-Focused)
Ad Headline (Instagram): “Your Bangkok friend is waiting. (Not a tour guide. An actual friend.)”
Ad Body (Instagram): “Group tours = 25 strangers following a dude with a microphone through the same 5 Instagrammed spots. Hard pass. Tirak connects you with verified locals (real IDs, real reviews) who show you the Bangkok THEY actually go to. Hidden rooftop bars. Street food carts their family’s been eating at for 40 years. Jazz clubs with zero tourists. ฿1,800 for 4 hours. Book in 30 seconds. Meet tonight. Not a tour. A vibe.”
Reddit Comment (r/Thailand): “Yo, if you’re tired of group tours or sketchy Reddit DMs, check out Tirak. It’s basically ‘Tinder for local friends’ (but explicitly platonic, zero tolerance for creeps). I used it in Bangkok—met Nok, she showed me the real Thonglor nightlife (not tourist traps), we grabbed street food, hit a rooftop bar only locals know about. Cost ฿1,800 for 4 hours. She has like 4.9 stars and 70+ reviews from other travelers. Way better than Googling ‘Bangkok tour guide’ and hoping for the best. All companions are ID-verified, so it’s not sketchy like random bar encounters.”
Email Subject Line (Launch Sequence): “The Bangkok friend you didn’t know you needed”
Email Opening (Pre-Launch): “Connor, quick question: What’s worse? Group tours with 25 strangers and a dude with a microphone, or Reddit DMs from accounts with zero post history offering to ‘show you around’? Both suck. That’s why we built Tirak—a platform that connects you with verified Thai locals who actually want to hang out (not just collect a paycheck). Think Airbnb for human connection. Vibe-based matching (filter by interests), instant booking (no DM negotiations), last-minute availability (free tonight? find someone available NOW). Launching in Bangkok next month. Wanna be first to try it?”
Voice DNA: Key Vocabulary & Phrases
Words We USE (Companion Voice):
- ฿ (baht) with specific amounts
- “companion” not “tour guide” or “host”
- “earnings” not “income” or “revenue”
- “authentic” “real” “genuine”
- “your schedule” “your rates” “your way”
- “same-day” “instant” “fast”
- “fair” “respect” “community”
- “verified” “safe” “protected”
Words We AVOID (Companion Voice):
- “gig economy” (negative connotation)
- “side hustle” (use sparingly, prefer “side income”)
- “tour guide” “hosting” (too formal/corporate)
- “leverage” “ecosystem” “stakeholder” (corporate jargon)
- “amazing” “incredible” “life-changing” (hyperbolic)
Words We USE (Traveler Voice):
- “vibe” “hang out” “connect”
- “real” “authentic” “hidden gems”
- “verified” “reviewed” “legit”
- “instant” “last-minute” “spontaneous”
- “companion” not “guide” or “host”
- “friend” “connection” “genuine”
- “sketchy” “flaky” “random” (describing bad alternatives)
Words We AVOID (Traveler Voice):
- “exotic” “mystical” “oriental” (tourist clichés)
- “life-changing” “transformative” “incredible” (hyperbolic)
- “book a guide” “hire a host” (transactional language)
- “curated experiences” “bespoke itineraries” (too formal)
- “discover” “explore” (overused travel clichés)
Tone Switching: Context-Specific Calibration
Warm & Supportive (Onboarding, Community)
When to use: Welcome emails, WhatsApp community messages, support responses Example: “Welcome to Tirak, Nok! You’re now part of a community of 100+ Bangkok companions who are earning fair income and sharing authentic Thai culture. We’re here to support you every step of the way.”
Direct & Confident (Acquisition Ads)
When to use: Facebook/Instagram ads targeting companions or travelers Example: “Keep 80-85% of your earnings. Not 60-70%. Same-day approval. No DSLR photoshoot. Start today.”
Helpful & Peer-to-Peer (Reddit, Community Forums)
When to use: Reddit comments, Nomad List forums, community discussions Example: “I used Tirak in Bangkok and it’s way better than group tours or random Reddit DMs. All companions are verified with reviews. Nok showed me real Bangkok—hidden bars, local street food, zero tourist traps. ฿1,800 for 4 hours. Legit.”
Professional & Data-Driven (Press, Investors)
When to use: Press releases, investor pitch decks, partnership proposals Example: “Tirak is a two-sided marketplace connecting travelers with verified local companions in Southeast Asia. 15-20% commission structure (vs. 30-40% industry standard) drives supply-side growth. Bangkok launch with 100 companions, 500 bookings in first 90 days.”
Encouraging & Motivational (Success Stories, Milestones)
When to use: Companion earnings milestones, testimonials, case studies Example: “Nok just hit ฿50,000 in total earnings after 3 months on Tirak! 🎉 4.9-star rating, 87 experiences hosted, and travelers keep coming back. This is what fair pay + community support looks like.”
Empathy Statements: Show You Understand
For Companions:
Addressing Commission Frustration: “We get it. Giving up 30-40% of your earnings feels like exploitation. You’re doing all the work—planning routes, showing up on time, sharing your culture—and platforms take half your money? That’s not fair. Tirak takes 15-20%. You keep 80-85%. That’s how it should be.”
Addressing Approval Wait Frustration: “Waiting 3-6 months for Airbnb approval while watching potential income slip away is brutal. We know. That’s why Tirak approves you same-day. Apply in the morning, go live by afternoon. Start earning today, not next quarter.”
Addressing Photo Requirement Frustration: “Airbnb wants professional DSLR photos. Withlocals’ algorithm favors polished profiles. We think that’s fake. Travelers want to see the REAL you—iPhone selfies at street food stalls, authentic pictures with friends. No ฿5,000 photographer required.”
Addressing Safety Concerns: “Meeting strangers from the internet can be scary. We verify every traveler (ID check, reviews, profile). You chat in-app before accepting (no personal phone number sharing until you’re comfortable). Report button, emergency contact, block list. Your safety is non-negotiable.”
For Travelers:
Addressing Group Tour Frustration: “Group tours are the worst. 25 strangers following a guide with a microphone through the same 5 tourist spots everyone already knows about. It feels like middle school. We get it. Tirak is one-on-one—you and a local companion exploring at your own pace. No flag, no script, no herd.”
Addressing Reddit Overwhelm: “You post ‘What should I do in Bangkok?’ on Reddit and get 47 conflicting answers. Half are generic (‘temples, night market’), half are sketchy (‘DM me bro’). You spend 6 hours sorting through replies and still don’t know who to trust. We built Tirak to solve this—verified companions with reviews, instant booking, zero research.”
Addressing Safety Concerns: “Meeting random locals at bars or through Reddit DMs can be sketchy. No verification, no accountability, no recourse if they ghost or act weird. Tirak verifies every companion (ID, reviews, ratings). Platform holds payment in escrow. Both sides review each other. Accountability matters.”
Addressing Solo Travel Loneliness: “Traveling solo is amazing but also lonely. Eating alone at restaurants, exploring temples by yourself, no one to share moments with. Tirak connects you with locals who actually want to hang out—not transactional tour guides, but real people who become friends. Cure the loneliness.”
JSON Handoff Data
{
"voice_profiles": [
{
"audience": "companions",
"priority": "80%",
"voice_persona": "Thai local entrepreneur tired of platform exploitation",
"tones": ["respectful", "empowering", "direct"],
"culture": "Bangkok/Chiang Mai millennial freelancer",
"lingo": "Casual Thai-English bilingual (฿, same same, mai pen rai, sabai sabai)",
"emotions": ["empowerment", "pride", "respect", "community"],
"key_messaging": [
"Keep 80-85% earnings",
"Same-day approval",
"No professional photos",
"Flexible schedule control",
"Safety with verified travelers",
"Community support"
],
"empathy_focus": [
"Exploitation by 30-40% commissions",
"Months-long approval waits",
"Professional photo pressure",
"Need for flexibility",
"Safety concerns with unvetted travelers"
]
},
{
"audience": "travelers",
"priority": "20%",
"voice_persona": "Digital nomad tired of tourist traps and Reddit chaos",
"tones": ["adventurous", "confident", "slightly irreverent"],
"culture": "r/digitalnomad, Nomad List, remote work",
"lingo": "Casual tech-savvy (DM, vibe, sketchy, lowkey, legit, no cap)",
"emotions": ["belonging", "confidence", "adventure", "connection"],
"key_messaging": [
"Real Bangkok, not tourist traps",
"Verified locals with reviews",
"Instant booking, no research",
"Make friends, not hire guides",
"฿1,500-2,500 fair pricing",
"Last-minute flexibility"
],
"empathy_focus": [
"Group tours feel scripted",
"Reddit recommendations overwhelming",
"Bar encounters unreliable",
"Solo travel loneliness",
"Limited time (work 9-5)"
]
}
],
"vocabulary": {
"use_companion": ["฿", "companion", "earnings", "authentic", "your schedule", "same-day", "fair", "verified"],
"avoid_companion": ["gig economy", "tour guide", "leverage", "ecosystem", "amazing", "incredible"],
"use_traveler": ["vibe", "hang out", "connect", "real", "hidden gems", "verified", "instant", "friend"],
"avoid_traveler": ["exotic", "mystical", "life-changing", "book a guide", "curated experiences", "discover"]
},
"tone_switching": {
"onboarding_community": "Warm & Supportive",
"acquisition_ads": "Direct & Confident",
"reddit_forums": "Helpful & Peer-to-Peer",
"press_investors": "Professional & Data-Driven",
"success_stories": "Encouraging & Motivational"
},
"brand_voice_dna": {
"personality": "Confident local friend who knows all the best spots",
"age": "Late 20s (27-29)",
"energy": "High enthusiasm balanced with credibility",
"NOT": "Corporate HR speak, desperate startup, Silicon Valley bro-culture, pushy salesperson"
}
}Document Version: 1.0 Last Updated: 2026-01-21 Usage: All copywriters must reference this guide before writing any Tirak marketing content Next Review: After first 100 bookings (refine based on companion/traveler feedback)
For Partners: Know Your Customers
Understanding these customer personas helps you craft better experiences. When you list on Tirak, you’re reaching travelers who match these profiles — people actively seeking authentic local experiences in Thailand.