For anyone who writes for us – social media, email, customer communications.
This document tells you how Ruff Cuts sounds in writing. Read it before you write anything. When you’re unsure if something is on-brand, this is the first place to check.
The guide covers: what we stand for, how we talk, what we never say, how to handle specific situations, and how to use AI tools without losing our voice.
Ruff Cuts is a mobile dog grooming service in Austin. We come to your house, groom your dog in the van, and leave. No kennels, no drop-offs, no waiting rooms.
Our founder, Dana, spent 15 years as a vet tech before starting this. She built Ruff Cuts because she watched dogs stress out in clinic environments and knew there was a better way. That history matters. We’re not a startup run by dog lovers. We’re a service run by someone who actually understands dog behavior and anxiety – and built the whole model around that knowledge.
Our customers are mostly dual-income households, 35–55, Austin area. They’re busy, they’re smart, they’ll pay for convenience when the quality justifies it. They don’t need to be charmed. They need to trust us.
Your friend who happens to be an expert.
That’s the whole thing. Everything else in this guide is an application of that idea.
A friend who happens to be an expert:
When in doubt, ask: does this sound like something a knowledgeable, calm, genuine person would actually say? Or does it sound like a brand being friendly?
The expertise is the foundation. The warmth is how we deliver it – not a substitute for it.
We lead with what we know, and we’re warm about how we say it. We don’t lead with “we love dogs!” when we can say “your dog never has to leave the van.”
On-brand:
“We don’t use kennels or crates. Your dog stays in the van the whole time, with one groomer, start to finish. It’s quieter, calmer, and faster.”
Off-brand:
“We love your fur baby and want them to have the most pawsome experience possible!”
Our customers are not fragile. They chose a premium service because they’re making an informed decision. We don’t over-explain, over-soften, or over-reassure.
Give them the information they need. Trust them to handle it.
On-brand:
“We’re booked six weeks out. If you need something sooner, we recommend getting on the waitlist – we do have cancellations.”
Off-brand:
“We are SO sorry we can’t fit you in right away! We wish we could help everyone immediately and we truly value your interest in Ruff Cuts!”
Specificity is more convincing than warmth. Real details do the emotional work better than pet-friendly adjectives.
“Your dog never leaves the van” is more reassuring than “we treat every dog like our own.” “We’ve been doing this for 15 years” is more credible than “we’re passionate about dogs.”
On-brand:
“Dana has 15 years of vet tech experience. She built Ruff Cuts specifically because she kept watching dogs stress out in clinic and grooming environments.”
Off-brand:
“Our passionate team is dedicated to giving your furry friend the love and care they deserve.”
Our whole model is designed to reduce anxiety – for the dog and the owner. The voice should reflect that.
Steady. Unhurried. Matter-of-fact. Not urgent, not exclamatory, not hype.
Exclamation points are used sparingly – one per piece, maximum, and only when the moment genuinely calls for it. If every sentence ends with one, none of them mean anything.
On-brand:
“We text you when we’re done. You bring the dog inside. That’s the whole handoff.”
Off-brand:
“We’ll text you when your pup is fresh and ready! It’s SO easy!! You’re going to love it!!!”
No puns. No portmanteaus. No forced dog wordplay.
If a phrase would look at home on a pet store gift card, cut it.
The complete banned list is in Section 4. The principle is: plain words carry more credibility than wordplay. “Pawsitively” signals that you’re trying to be charming. “We’re good at this” actually is charming.
On-brand:
“Fully booked six weeks out. Book early.”
Off-brand:
“We’re so popular it’s almost ruff! Book soon so you don’t miss out on a paw-some groom!”
We’re in your driveway. We text you when we’re done. That’s personal. But we don’t overplay it.
We don’t call your dog “your baby.” We don’t assume emotional intimacy we haven’t earned. We show up, we do excellent work, we leave. The relationship is warm but professional.
This is especially important in captions and marketing copy, where the temptation to perform warmth is highest.
On-brand:
“Most of our clients book before they’ve even brought their dog inside from the first appointment.”
Off-brand:
“We’re practically family! Your fur baby is our fur baby too!”
Referring to the dog:
Referring to the service:
Describing quality:
Describing the customer experience:
Dog terms – too cutesy:
Puns and wordplay – all banned:
Corporate-speak:
Overpromising:
We sit in the middle of two failure modes. Both are easy to slide into.
TOO CUTESY ←------------------ RUFF CUTS --------------------→ TOO CORPORATE
"We love your fur baby "Your friend who "Our team of grooming
so much!! Pawsitively happens to be professionals is
the best experience an expert." committed to delivering
ever!!! 🐾🐾🐾" exceptional results."
Signs you’ve drifted left (too cutesy):
Signs you’ve drifted right (too corporate):
Reference points:
We don’t trash competitors. We don’t need to. Our model speaks for itself – we just have to describe it clearly.
The goal is differentiation through description, not comparison.
Kennel-free model:
“Your dog never sees the inside of a kennel. No drop-off, no waiting – we come to you.”
Stress reduction:
“We built the whole model around how dogs actually experience stress. One groomer, one dog, one van.”
Convenience:
“No rearranging your day. We show up, we text you when we’re done, you bring the dog inside.”
Experience:
“Dana spent 15 years as a vet tech before starting Ruff Cuts. That background shapes everything about how we work.”
Structure:
Template:
Subject: Re: Your appointment on [date]
[Name], thanks for reaching out about this.
[Specific acknowledgment of what went wrong.] [What we’re doing – refund, rebook, follow-up call.] [What they can expect: timeline, next step.]
[Name], [title] Ruff Cuts
Worked example:
Subject: Re: Your appointment on April 18
Sarah, thanks for letting me know about the issue with Biscuit’s trim.
The cut on her left ear wasn’t what you asked for, and I understand why that’s frustrating. I’d like to rebook her at no charge and have Dana handle the appointment personally. I’ll reach out by end of day to find a time that works.
Dana Ruff Cuts
What to avoid in complaints:
Structure:
Template:
“Thanks for flagging this. I’d like to hear more – can you send us a DM so we can sort this out properly?”
Worked example (someone posts: “Waited 45 minutes past my appointment time with no update”):
“That’s not the experience we want for you or your dog. Please DM us – I want to understand what happened and make sure we follow up directly.”
What to avoid:
The basics:
Template:
[Observation or moment from the groom – specific, visual, real.] [One sentence of context or warmth, if needed.] [Optional light CTA or closing thought.]
[hashtags]
Worked example:
Charlie came in with six months of backlog and left like a different dog. Same face, better attitude. Booking is open for May – link in bio.
#mobilegrooming #austindogs #ruffcuts #doggrooming #atxpets
What to avoid:
Booking confirmations, appointment reminders, follow-ups.
The basics:
Template:
Subject: [Appointment type] confirmed for [Day, Date]
[Name], your [service] is confirmed for [day], [date] at [time].
[Any relevant detail the customer needs to know – parking, gate code, dog prep, etc.]
Text us at [number] if anything changes.
[Name] Ruff Cuts
Worked example:
Subject: Grooming confirmed for Thursday, May 2
Marcus, your appointment is confirmed for Thursday, May 2 at 10:00 AM.
We’ll pull up to your driveway – no need to wait outside. We’ll text when we’re 10 minutes out and again when we’re done.
Text us at (512) 555-0198 if anything changes.
Dana Ruff Cuts
What to avoid:
Promotional emails (discount offers, referral programs, seasonal specials) follow the same format: specific subject line, short body with exact terms, single action. No urgency hype, no countdown language.
When something went wrong – late arrival, grooming issue, no-show, communication failure.
The basics:
Template:
Subject: About your appointment on [date]
[Name], [specific acknowledgment of what happened].
[What we’re doing about it – specific action]. [What the customer can expect and when].
[Name] Ruff Cuts
Worked example:
Subject: About your appointment on April 19
Jordan, we missed your appointment window yesterday and didn’t reach out until after the fact. That’s not acceptable, and I’m sorry for the disruption to your day.
I’m holding a priority slot for Maple next week – Tuesday or Wednesday, whichever works. I’ll also be applying a 25% credit to the appointment. Reply here or text me at (512) 555-0198 and we’ll lock in the time.
Dana Ruff Cuts
What to avoid:
AI tools can write in the Ruff Cuts voice reliably – but they need a clear brief and you need to know what to check.
You are writing for Ruff Cuts, a mobile dog grooming service in Austin, TX.
VOICE: Warm, professional, expert. The tone is "your friend who happens to be a vet tech" -- speak to customers like smart adults, not like they're in a children's book.
RULES:
- No dog puns. Banned: pawsome, pawsitively, fur-tastic, ruff (as pun), doggone, fetch (as adjective), tail (as pun), snout (as wordplay).
- No "fur baby," "furbaby," "pup," "pooch," "doggo," or similar cutesy terms. Use "dog."
- Exclamation points: maximum 1 per piece. Use only when the moment calls for it.
- No corporate language: solutions, leverage, seamless, world-class, committed to excellence.
- Be specific. "Your dog stays in the van the whole time" beats "we prioritize your dog's comfort."
- Calm confidence. Not hype. Not urgent.
- Lead with the customer or the dog -- not the brand.
FORMAT: [caption / routine email / apology email]
CONTEXT: [Brief description of the situation -- what happened, what's needed]
Write an Instagram caption for Ruff Cuts (mobile dog grooming, Austin TX).
Voice: warm, professional, expert. "Your friend who happens to be a vet tech." No puns, no "fur baby," no exclamation points unless truly warranted (max 1).
Situation: [describe the image or moment -- dog, breed, what happened during the groom, anything specific]
Length: 1–3 sentences. Optional: include a light call to action. End with a line break, then 5–8 relevant hashtags.
Write a [booking confirmation / appointment reminder / follow-up] email for Ruff Cuts.
Voice: warm but direct. No filler. Treat the customer like a competent adult.
Details:
- Customer name: [name]
- Dog name: [name]
- Appointment: [date, time]
- Service: [full groom / bath / nail trim / etc.]
- Anything else relevant: [gate code, parking note, etc.]
Format: subject line + 3–4 sentence body. Sign off with Dana, Ruff Cuts.
Write an apology email for Ruff Cuts. Something went wrong with an appointment.
Voice: direct, calm, accountable. Don't grovel. Don't explain before acknowledging. Don't over-apologize.
What happened: [describe the issue]
Customer name: [name]
Dog name: [name, if relevant]
What we're offering: [specific action -- rebook, credit, refund, etc.]
Format: subject line ("About your appointment on [date]") + one short paragraph. Sign off with Dana, Ruff Cuts.
Before you use anything AI generated, read it against this list:
| Check | What to look for |
|---|---|
| Pun check | Any banned wordplay? Rewrite the sentence. |
| Cutesy term check | “fur baby,” “pup,” “pooch,” or similar? Replace with “dog.” |
| Exclamation count | More than 1? Cut to 1 or 0. |
| Opener | Does it start with “I” (email) or “We” (caption)? Rewrite to lead with the customer or the dog. |
| Specificity | Does it have at least one concrete detail, or is it all warmth and no substance? Add a real detail. |
| Tone check | Read it aloud. Does it sound like a person? Or a template? If template, find one sentence to make more specific. |
| Banned corporate terms | “Solutions,” “seamless,” “committed to excellence”? Replace with plain language. |
Ruff Cuts Brand Voice Guide – April 2026 Prepared for internal use. Contact Dana with questions.