NoClue — Copy Specification

Version 1.0 · 10 July 2026 For: NoClue app development Source of truth for voice: NoClue Tone of Voice (approved). This document turns that voice into the exact language the app should use, surface by surface.

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0. How to use this document

This is a functional spec, not a design doc. It exists so every word inside the NoClue app — buttons, notifications, errors, empty states, the lot — sounds like the same coach.

• Sections 1–4 are the rules. Read them once. They tell you how to write any string that isn't already listed here.
• Sections 5 (B2C) and 6 (B2B) are the copy library. Each surface has a table: String ID · Context · Copy · Notes. The Copy column is production-ready — paste it in.
• The companion spreadsheet (noclue-app-strings-2026-07-10.xlsx) has every string in one flat list keyed by String ID, ready to wire into your i18n / localisation layer. The spreadsheet and this doc are kept identical — use whichever you prefer.
• {curly} = a dynamic variable the app fills in (e.g. {firstName}, {distanceKm}). Section 4.5 covers how to keep variable strings on-voice.
• When you need a string that isn't here, write it against Sections 1–4 and flag it to In-Col for a voice check. Don't improvise off-voice copy to ship faster — one off-brand line undoes the rest.

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1. The voice in one line

The coach in the room with you — calm, exact, and completely sure. Doesn't sell, doesn't shout, doesn't pad. Knows the work, has done the work, says only what moves you forward.

The bar: "It's not good. It's perfect." If a line is only fine, it isn't finished. The two pinned lines, for reference:

• "Just run." — the payoff line. Use where the experience resolves (a plan handled, nothing left to do). Never a throwaway.
• "It's not good. It's perfect." — internal standard only. Never ship this as user-facing copy.

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2. The five principles (what every string is aiming at)

1. Quiet certainty. State, don't sell. No superlatives, no hype, no exclamation marks. Confidence is in what we say and how little we need to say it.
2. Earned authority. Every instruction carries the weight of someone who's run it. Name the mechanism — gait, load, recovery, readiness — but never hide behind it.
3. Spare, not cold. Fewest words possible; the warmth is in the attention. We noticed, we adjusted, we've got it. Never clinical, never a dashboard talking.
4. Total control. No urgency theatre, no fake stakes, no motivational pressure. When the message matters most, say less.
5. On your side, not above you. A peer who happens to know more. No champion's swagger, no guru distance, never talking down to a beginner.

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3. The non-negotiable rules (dev checklist)

Every string in the app must pass these. Treat them as lint rules for copy.

Punctuation & formatting

• DON'T No exclamation marks. Anywhere. No exceptions.
• DON'T No emoji in product copy. (Social only, sparingly — not your concern here.)
• DON'T No ALL-CAPS for emphasis. Weight comes from word choice, not shouting.
• DO Short declaratives. Subject, verb, point. Full stops do the work commas would dilute.
• DO One idea per sentence. Two ideas → two sentences.
• DO Sentence case for everything, including buttons and titles (Move session, not Move Session).

Stance

• DO Lead with the instruction or fact, then the reason. "Hold back for the first 3k. You're not warmed up yet."
• DO State, don't hedge. "Move your session to Thursday," not "You might want to consider possibly moving…"
• DO Address one runner: "you", "your". Never a crowd.
• DO Reason when it matters (injury, big change, anything affecting trust). Stay quiet when it doesn't — don't narrate the obvious.

Word economy

• DO One adjective maximum, only if load-bearing. Usually zero.
• DON'T No "just" as a softener ("just try to…"). The only blessed "just" is "Just run."
• DO Cut every word you can delete without losing meaning.

The gut check — before any new line ships:

1. Would a great coach say it this way, out loud, mid-run? If it sounds like marketing, cut it.
2. Have we earned it? Every claim points to a mechanism, a reason, or a result.
3. Can it be shorter? Almost always yes.

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4. Words, house rules, and variables

4.1 Words we use

biomechanics · form · gait · efficiency · cadence · load · readiness · recovery · adapt · method · plan · signal · connected · proven · pace · session · race · hold · build · ready

4.2 Words we never use

AI · powerful · seamless · unleash · beast mode · crush it · hustle · grind · revolutionary · game-changer · effortless · supercharge · "let's go" · "you've got this" · "smash it" · any 🔥/💪-type emoji

4.3 Two house calls

• "Data", not "science" in product copy. We foreground the brain that turns data into a plan — the mechanism people trust.
• AI stays the quiet engine. Never lead with it, never label it. The brain connects, reads, adapts, knows — it does not "use AI". No "AI" anywhere in user-facing strings.

4.4 The coaching entity — how the app refers to itself

• Refer to the app's intelligence as "the brain" or simply speak as the coach in first-person plural: "we" ("we've moved your session"). Both are on-voice.
• Never "the algorithm", "the AI", "the system", "our technology".
• The runner is always "you". Never "the user", "runners", "athletes" in B2C-facing copy.

4.5 Writing variable / templated strings

Dynamic strings must stay on-voice after the variable is filled. Rules:

• Keep numbers and units tight: {distanceKm}k, {effort} effort, {days} days. No "kilometres", use "k". Use "min" only in tables; prefer "minutes" in sentences read like speech.
• Never let a variable force hype. Don't write Amazing {pace} pace!. Write {pace} — even, the whole way.
• Pluralisation matters. Provide singular/plural keys (1 athlete flagged / {n} athletes flagged) rather than "athlete(s)".
• Empty/zero is a state, not an error. No session today. not You have 0 sessions.
• Names: {firstName} only, never full name in-app. It's fine to drop the name entirely — the coach doesn't over-use it.

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5. B2C — The runner app

Convention: String IDs are screen.element[.variant]. Copy is production-ready.

5.1 Account & access

String ID	Context	Copy	Notes
auth.signup.title	Create account screen	Set up your coaching.	Not "Sign up" — frame it as the coaching starting.
auth.signup.subtitle	Under title	A few questions, then we build your plan.
auth.signup.cta	Primary button	Start
auth.login.title	Returning user	Welcome back.	Two words, no more.
auth.login.cta	Button	Continue
auth.password.reset.title	Reset flow	Reset your password.
auth.password.reset.sent	Confirmation	Check your email. The reset link's on its way.
auth.logout.confirm	Confirm dialog body	Log out of NoClue? Your plan stays where it is.	Reassurance, not friction.
auth.logout.cta	Confirm button	Log out

5.2 Onboarding (voice-first — talked to, not given a form)

String ID	Context	Copy	Notes
onboarding.welcome	First screen	Let's find out what you're capable of.
onboarding.goal.prompt	Goal question	What are you training for?
onboarding.goal.ack.race	After a race goal	A marathon. Good. That changes everything — how we build, how we recover, how we eat.	Acknowledge, then reframe.
onboarding.start.prompt	Baseline question	Let's start with where you are now, not where you want to be.
onboarding.experience.prompt	Experience	How much are you running right now?
onboarding.injury.prompt	Injury history	Anything giving you trouble? Niggles count.	Plain, human.
onboarding.connect.prompt	Connect device	Connect your watch so the plan follows you out the door.
onboarding.building	Plan generating (loading)	Building your plan. This takes into account everything you've told us.	No spinner clichés.
onboarding.ready	Plan ready	Your plan's ready. First session's tomorrow.
onboarding.ready.cta	Button	See the week

5.3 Permissions (ask plainly, give the reason)

String ID	Context	Copy	Notes
perm.notifications.title	Pre-permission prompt	We'll only reach you when it matters.	Earn the yes.
perm.notifications.body	Body	Session times, a change to the plan, a heads-up when something needs your attention. Nothing else.
perm.notifications.cta	Button	Allow notifications
perm.location.title	Location ask	Your route, ready where you are.
perm.location.body	Body	We use your location to load the right route and size your session for the conditions.
perm.health.title	Health data ask	The more we read, the better the plan.
perm.health.body	Body	Heart rate, sleep and recovery tell us when to push and when to hold. Your data stays yours.	Privacy stated calmly.
perm.denied.notifications	If denied	No notifications for now. You can turn them on in Settings whenever you like.	No guilt-trip.

5.4 Home / today

String ID	Context	Copy	Notes
home.greeting.morning	Morning header	Morning, {firstName}.
home.today.session	Today has a session	Today: {sessionName}. {distanceKm}k, {effort}.
home.today.rest	Rest day	No session today. That's the plan, not a gap. Recovery is the training you can't see.	Signature empty-but-intentional line.
home.today.cta.start	Start session button	Start
home.today.cta.view	View details	See the session
home.week.summary	Week glance	{done} of {total} done this week. On plan.	Drop "On plan." if behind — see adaptation copy.
home.nextrace.countdown	Race countdown	{raceName} in {days} days.	No "Only {days} days left!" urgency.

5.5 Session prompts

String ID	Context	Copy	Notes
session.easy.title	Easy run	Easy run
session.easy.body	Body	{distanceKm}k, easy pace. Conversational the whole way. If you can't talk, slow down.
session.long.title	Long run	Long run
session.long.body	Body	{distanceKm}k, easy. The route's on your watch.
session.intervals.title	Intervals	Intervals
session.intervals.body	Body	{reps} × {repDistance} at {effort} effort, {recovery} between. Hold back on the first one — most people overcook it and pay for the last two. Even is the goal, not fast.
session.tempo.body	Tempo	{distanceKm}k at threshold. Comfortably hard — the pace you could hold for an hour if you had to.
session.start.confirm	Start prompt	Ready when you are.
session.during.hold	Mid-session cue	Ease off. You're ahead of pace.	Calm correction.
session.complete.title	Done screen	Session done.
session.complete.onplan	On-target feedback	That's exactly what today needed.	Praise the execution, not the ego.
session.complete.hard	Ran too hard	Faster than asked. Note it — easy days are what make the hard days count.	Coach's correction, no scolding.
session.skip.confirm	Skipping a session	Skip today's session? We'll reshape the week around it.
session.skip.done	After skip	Done. The week still works — here's the new shape.

5.6 Push notifications

String ID	Context	Copy	Notes
push.session.today	Morning of a session	{sessionName} today. {distanceKm}k, {effort}. The route's on your watch.
push.longrun.prepped	Long run prepped	The route for Sunday's long run is on your watch. Heat's up in {city} — your drink mix is sized for it.	Shows the brain working ahead.
push.readiness.hold	Hold-back nudge	Your numbers say hold today. We've swapped in an easy 40 minutes.
push.plan.adapted	Plan changed	Your week's changed shape. Nothing for you to do — take a look when you're free.
push.streak.gentle	Missed a day	You missed Thursday. No problem — the week still works.	Never guilt.
push.race.week	Race week	Race week. Everything from here is about arriving fresh, not fit.

5.7 Readiness & hold-back (trust moments — reason, stay calm)

String ID	Context	Copy	Notes
readiness.hold.title	Hold-back card	We're holding you back today.
readiness.hold.body	Body	Your HRV's down and you slept badly. You won't gain from intervals today — you'll just dig a hole. We've swapped to an easy 40 minutes. Thursday's the session that counts this week.
readiness.green.body	Good to go	Everything's where we want it. Today's session is on.
readiness.stop.body	Hard stop	Stop. That's enough today.	Said once, plainly.

5.8 Injury (highest-trust moment — reason fully, stay calm)

String ID	Context	Copy	Notes
injury.flag.title	Injury flag	Something in your {area} load needs attention.
injury.flag.body	Body	Your {area} load has been climbing for {days} days. Nothing's torn, but the pattern's the one that ends seasons. We're pulling speed work for a week and adding {rehabWork}. You keep running — easy, on softer ground. We reassess {reviewDay}.	Full reasoning, zero alarm.
injury.flag.cta	Button	See the adjusted week
injury.reassess.title	Review day	Time to reassess your {area}.
injury.cleared.body	Cleared	Your {area} load's back where it should be. We're putting speed work back in from {day}.

5.9 Plan adaptation (the "connections without interference" moment)

String ID	Context	Copy	Notes
plan.adapt.travel.body	Travel-aware change	You're flying Saturday. The session's moved off the travel day, the route's loaded for where you land, and the race in three weeks is now a B race — you've been recovering slower than we'd want for an A. Nothing for you to do. Just run.	Canonical "Just run." placement.
plan.adapt.missed.body	After a missed week	You missed most of last week. We're not making it up — we're picking up where your body actually is. Here's this week.
plan.adapt.weather.body	Weather change	Storm forecast for your long-run window. We've moved it to Saturday morning while it's clear.
plan.adapt.generic.title	Generic change header	We've adjusted your week.

5.10 Empty states

String ID	Context	Copy	Notes
empty.today	No session today	No session today. That's the plan, not a gap. Recovery is the training you can't see.
empty.history	No runs logged yet	Nothing here yet. Your first session will show up once you've run it.
empty.races	No race set	No race on the calendar. Add one and we'll build backwards from it.
empty.messages	No coach messages	Nothing needs your attention. That's a good sign.

5.11 Errors, sync & system

String ID	Context	Copy	Notes
error.sync.watch	Watch sync failed	We couldn't sync your watch. Your plan's safe — try again when you've got signal. Nothing's lost.	Reassure first.
error.offline	No connection	You're offline. Your plan's here — we'll sync the rest when you're back.
error.generic	Unknown error	Something didn't work. Try again — if it keeps happening, we're on it.	Never "Oops!" or "Uh oh".
error.load.session	Session won't load	We can't load this session right now. Pull to refresh, or try again in a minute.
error.save.failed	Save failed	That didn't save. Check your connection and try again — nothing you entered is lost.
sync.inprogress	Syncing	Syncing your latest run.
sync.done	Sync complete	You're up to date.

5.12 Settings

String ID	Context	Copy	Notes
settings.title	Screen title	Settings
settings.notifications.label	Toggle group	Notifications
settings.notifications.help	Helper text	We only reach you for what matters — session times, plan changes, and things that need your attention.
settings.units.label	Units	Units
settings.connected.label	Devices	Connected devices
settings.connected.empty	No device	No device connected. Connect your watch so the plan follows you out the door.
settings.data.label	Data & privacy	Your data
settings.data.help	Helper	Everything we read stays yours. Export or delete it whenever you want.	Privacy, calm and plain.

5.13 Subscription & billing (state the value, don't sell)

String ID	Context	Copy	Notes
sub.paywall.title	Paywall header	Your coaching, in full.	Not "Go Premium!".
sub.paywall.body	Body	The full method — readiness, adaptation, injury cover, race strategy. The brain reads every signal and turns it into your plan. You just run.	Earned, mechanism-led.
sub.paywall.cta	Primary button	Start coaching
sub.paywall.price	Price line	{price} a month. Cancel anytime.	Plain, no pressure.
sub.trial.body	Trial offer	{days} days to feel the difference. We'll remind you before it ends.	No countdown anxiety.
sub.renew.reminder	Renewal notice	Your plan renews {date}. Nothing changes — you're all set.
sub.cancel.confirm	Cancel flow	Cancel your coaching? You'll keep it until {date}.	No dark patterns, no guilt.
sub.cancelled.body	After cancel	Done. Your coaching runs until {date}. Come back whenever — your history's here.
sub.payment.failed	Failed payment	We couldn't take this month's payment. Update your card and nothing skips a beat.

5.14 Buttons & microcopy (reusable)

String ID	Context	Copy	Notes
btn.confirm	Generic confirm	Confirm
btn.cancel	Generic cancel	Cancel
btn.save	Save	Save
btn.done	Done	Done
btn.next	Next step	Next
btn.back	Back	Back
btn.retry	Retry	Try again	Not "Retry" — plainer.
btn.delete.confirm	Destructive confirm	Delete
toast.saved	Saved toast	Saved.
toast.copied	Copied toast	Copied.
dialog.destructive.body	Generic delete body	This can't be undone.	State the fact, no drama.
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6. B2B — The coach platform (Roster Coach)

Voice for coaches: same calm authority, more density. Coaches want signal and the call, fast — not encouragement. Shorter, more clinical is correct here. Still no hype, no exclamation marks, no "AI". Convention: String IDs are coach.screen.element[.variant].

6.1 Coach onboarding & account

String ID	Context	Copy	Notes
coach.signup.title	Create coach account	Bring your athletes into one place.
coach.signup.subtitle	Subtitle	The coaching brain, your roster, one view.
coach.signup.cta	Button	Get started
coach.import.prompt	Import athletes	Import your athletes, or add them one at a time.
coach.import.help	Helper	Bring a roster over from TrainingPeaks or a spreadsheet — we'll map it.	Names the incumbent it replaces.

6.2 Roster / dashboard

String ID	Context	Copy	Notes
coach.roster.title	Roster header	Your roster
coach.roster.summary	Top-line status	{onPlan} on plan. {flagged} flagged.	Signal first.
coach.roster.flag.count	Flag pill (plural)	{n} athletes flagged	Provide singular key too.
coach.roster.flag.count.one	Flag pill (singular)	1 athlete flagged
coach.roster.allclear	Nothing flagged	Everyone's on plan this week.
coach.roster.filter.flagged	Filter	Flagged
coach.roster.filter.onplan	Filter	On plan

6.3 Athlete detail & flags

String ID	Context	Copy	Notes
coach.athlete.header	Athlete header	{firstName} · {block} · Week {week}	Matches approved sample.
coach.athlete.status.load.high	High load flag	Load high. Hold him.	Terse, a call not a suggestion.
coach.athlete.status.ready	Ready to progress	Ready to progress. Bring tempo forward.
coach.athlete.status.onplan	On plan	On plan.
coach.athlete.status.injury	Injury signal	{area} load climbing {days} days. Speed work pulled, rehab added. Reassess {reviewDay}.	Same reasoning, denser.
coach.week.summary	Week note (canonical)	Two athletes flagged this week. {name1}'s load is high — hold him. {name2}'s ready to progress — bring her tempo forward. The rest are on plan.	Reference tone example.
coach.athlete.note.add	Add note prompt	Add a note. It stays with the athlete.

6.4 Managing sessions

String ID	Context	Copy	Notes
coach.session.assign.cta	Assign button	Assign session
coach.session.edit.cta	Edit button	Edit session
coach.session.override.confirm	Override the brain's plan	This overrides the plan we built for {firstName}. Go ahead?	Respects both coach and brain.
coach.session.override.done	After override	Done. We'll adapt the rest of the week around your change.
coach.bulk.assign.done	Bulk action	Assigned to {n} athletes.

6.5 Messaging athletes

String ID	Context	Copy	Notes
coach.message.placeholder	Compose field	Message {firstName}
coach.message.sent	Sent state	Sent.
coach.message.empty	No messages	No messages. Your athletes only hear from you when it counts.

6.6 Coach empty states & errors

String ID	Context	Copy	Notes
coach.empty.roster	No athletes yet	No athletes yet. Import a roster or add your first.
coach.empty.flags	No flags	Nothing needs your call today.
coach.error.sync	Sync failed	We couldn't sync {firstName}'s latest data. Their plan's safe — try again shortly.
coach.error.generic	Generic error	Something didn't work. Try again — if it keeps happening, we're on it.	Matches B2C.
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7. Marketing surfaces inside the app (for reference)

These appear in-app (hero, upsell, share) and should match, but sit closest to marketing voice:

String ID	Context	Copy
hero.web.headline	Web / app store hero	A coaching brain that connects every signal in your training — and never asks for your attention.
hero.web.sub	Subhead	The route's on your watch before you fly. The session moves when life does. You don't open the app. You run.
share.result.caption	Share a session	{distanceKm}k, done. On plan.
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8. Localisation notes

• Preserve the restraint in translation. Short declaratives and no exclamation marks apply in every language. Brief translators explicitly — many languages default to warmer, longer, more exclamatory fitness copy. That is off-voice.
• "Just run." is a fixed brand line. Translate for meaning, keep it to the shortest possible imperative. Confirm each localisation with In-Col before shipping.
• Never translate "AI" back in. The house rule (no "AI", no "algorithm") holds across all locales.
• Keep variable order flexible in your string files so translators can re-order {variables} without breaking voice.