FactualNotAspirational [rule] v1.0.0

UI copy must make factual claims about what the product actually does — not aspirational claims about what it might do for the user. Claims without supporting evidence are prohibited in UI interfaces. Marketing copy and product UI copy have different standards; product UI must be held to the stricter factual standard.

Severity

warning

Applies When

Writing copy for product UI screens, empty states, onboarding flows, or feature descriptions within the product (not marketing landing pages).

Anti Pattern

• 'Manage your team effortlessly' → factual: 'Assign tasks, track progress, and message your team in one place'
• 'Unlock your potential' → factual: 'Complete your profile to appear in search results'
• 'The fastest way to grow your business' → factual: 'Get set up in 10 minutes — no credit card required'

FactualNotAspirational [rule] v1.0.0

UI copy must make factual claims about what the product actually does — not aspirational claims about what it might do for the user. Claims without supporting evidence are prohibited in UI interfaces. Marketing copy and product UI copy have different standards; product UI must be held to the stricter factual standard.

Severity

warning

Applies When

Writing copy for product UI screens, empty states, onboarding flows, or feature descriptions within the product (not marketing landing pages).

Anti Pattern

• 'Manage your team effortlessly' → factual: 'Assign tasks, track progress, and message your team in one place'
• 'Unlock your potential' → factual: 'Complete your profile to appear in search results'
• 'The fastest way to grow your business' → factual: 'Get set up in 10 minutes — no credit card required'

Rationale

Aspirational copy in product UI erodes trust when the product fails to deliver the implied promise. Factual copy sets accurate expectations and builds trust even when the product is imperfect.

Severity

warning

Applies When

Writing copy for product UI screens, empty states, onboarding flows, or feature descriptions within the product (not marketing landing pages).

Anti Pattern

• 'Manage your team effortlessly' → factual: 'Assign tasks, track progress, and message your team in one place'
• 'Unlock your potential' → factual: 'Complete your profile to appear in search results'
• 'The fastest way to grow your business' → factual: 'Get set up in 10 minutes — no credit card required'