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Romain·August 11, 2026
Your voice and pillars
Three pillars. Everything you post sits in one of them or does not get posted.
| PillarPillar | What it coversWhat it covers | Why it is yoursWhy it is yours |
|---|---|---|
| The workshop | how things are actually made, including the failures | you have a workshop, almost nobody posting about this does |
| What lasts | repair, materials, why cheap things are expensive | the argument behind everything you sell |
| The trade | what a leather worker's week looks like | nobody is bored by real work |
Tone rules Lowercase openings. Short sentences. No exclamation marks. You say « I » and never « we » unless the workshop genuinely did it together.
Banned words Passion, artisanal, savoir-faire, unique, exceptional, journey. Every one of them appears on the site of every competitor, which is how you know they say nothing.
What you never post Before-and-after transformations. Discount announcements. Anything with a countdown.
The test Read it aloud. If you would not say it to a customer standing at the counter, it does not go out.
Social Studio
by Romain
