Brand Voice

Our vision

A world where technology is no longer a barrier to an entrepreneur’s success.

Our mission

To empower knowledge entrepreneurs who are serious about their business to achieve success online.

Who we are

At our core, Kajabi is a solution born out of the need to share knowledge. Built for entrepreneurs, by entrepreneurs. Our Co-founder was the very first Kajabi customer.

We’re not in the business of convincing people to choose entrepreneurship.

We empower people who’ve already chosen that path for themselves and do everything we can to help them succeed.

Guiding principles

Clear over clever

Above all, our writing should convey a concise, easy-to-understand message. Fun and catchy lines are welcome, but not at the expense of clarity.

Descriptive, not prescriptive

Our priority is to use language in a way that cuts to the quick and conveys meaning. If that means we break a few grammar rules from time to time, so be it.

Reality over fantasy

We’re proud of our product, but we don’t sacrifice credibility by overselling what it can do. Our customers can see right through that.

Be specific

Kajabi isn’t for everyone, and that’s ok. We’re not afraid to narrow down the field and speak directly to our best customer.

Write like a human

Say what you mean. Use simple words and sentences. Avoid trendy industry-slang and jargon like the plague. If it’s hard to read outloud, edit until it can be spoken smoothly.

Voice and tone

What's the difference?

Voice is about who you are. It remains constant. It’s recognizable no matter the context or circumstances.

Tone is about who you’re talking to. It changes to suit the situation and particulars of the audience you’re addressing.

For example: You might adopt a casual tone when out with friends, and a more professional tone at work, but your voice remains the same throughout.


->  Kajabi was built for entrepreneurs by entrepreneurs and our voice reflects that.

->  It takes grit to be an entrepreneur. That’s why we’re bold, and not afraid to speak the truth.

->  Entrepreneurs value their time above all else. That’s why we get straight to the point. We don’t mince words or bury the lead.

Entrepreneurs are comfortable with
contradictions, and so are we. That’s why…

->  We’re utterly confident, but always willing to acknowledge the reality of a situation.

->  We take our work seriously, but feel the need to have fun with it. Otherwise, what’s the point?

->  We respect best practices, but look at everything as an experiment.

"People don’t care how much you know
until they know how much you care.”

- Theodore Roosevelt

We write from the perspective of a service-minded mentor. Our voice is that of a good friend who's been around the block, gained wisdom, and genuinely cares about our customer's success.

We’re not a brand driven by one personality, and so we default to writing from the plural perspective (“we” instead of “I”).

-> We view our audience through the lens of empathy and compassion. This is an ongoing conversation. A two-way street.

-> We’re not always funny, but when we are, it’s relatable and light-
hearted. We’re playful, not cynical, and never inappropriate. Information with a twist is great, but it’s also fine to just serve it straight up.

-> We offer education from a place of respect. We don’t expect people to just take our word for it. We explore the “why” behind our actions and recommendations.

-> We’re realistic about the challenges entrepreneurs face, but we don’t let it sour our disposition. We aim for constructive honesty, AKA honesty you can use.

-> We write with awareness of how diverse and unique our audience is. They are the authority in their respective fields. We are here to facilitate their growth and success.


Kajabi’s tone defaults to straightforward and conversational. That said, it’s meant to flex to fit what you’re saying and who you’re saying it to.

Things to consider to determine tone:

->  Audience. Are you writing for our general audience or an audience segment? How are their desires different?

->  Purpose of communication. Is the information you’re delivering a fun feature update? An important, action-required notification? Something neutral?

->  The recipient’s emotional/mental state. Will this communication be an exciting jolt, a welcome source of relief, or a tough pill to swallow?

When in doubt, say it in the clearest way possible.

Grammar and Mechanics

Active voice

Default to using active voice. Avoid passive voice.

Good: Andrea built her business from the ground up.
Bad: This business was built from the ground up by Andrea.

Every once and awhile, you’ll need to emphasize the action over the subject. Often this comes into play for important account notifications. In these cases, passive voice is appropriate:

example: Your account was flagged because…


When using hyphens, pay attention to whether certain terminology is a noun or verb:

Noun: Opt-in
Verb: Opt in

Sometimes a hyphen isn’t necessary:

Noun: Login
Verb: log in
When breaking up monotony in sentences (a great thing to do), we use the em dash — stylish, no?


Use sentence case for headings and subheadings.

Don’t use ALL CAPS.


If there is any abbreviation that a reader might not understand, be sure to write it out the first time (err on the side of caution if you’re not sure).

Widely used abbreviations (like CEO) are fine to abbreviate from the start.

Informal style elements

Use contractions wherever possible to impart an approachable tone.

Casual, conversational style is especially welcome in emails. It’s not unusual to start a sentence in our emails with “And”.


Got one must-read sentence in an email? Bold it. Just don’t go overboard.

Italics are also fine to use sparingly for emphasis.

Don’t use underline, even for in-line links.


When creating a list, please use the oxford comma (also referred to as the serial comma).

Good: John loves to listen to Beyonce, Lady Gaga, and Jennifer Lopez.
Bad: John loves to listen to Beyonce, Lady Gaga and Jennifer Lopez.


If a sentence starts with a number, spell out the number:

example: Ten years ago, we launched…

Otherwise, use numerals:

example: For the past 10 years, we’ve been...

For dates and times, we use: 10 am, 5 pm (lowercase). Always use full words for months and days of the week. Always denote the timezone as PST.

example: The live event starts this Friday, November 15th, at 10 am PST.

Use symbols when applicable to convey meaning with more visual interest:

Good: 15+ designs
Bad: 15-plus designs

Writing about people

No matter the context, Kajabi’s writing is kind, respectful, 
and empathetic.

We don’t refer to our customers as “users.” They’re Kajabi Heroes, Kajabi family, customers, or members.

We don’t refer to an audience or audience segment as “it.” Audiences are made up of people, so we always use “they.”


We don’t reference age (young, old, middle-aged) unless it’s relevant to the story (“the company he founded at age 17”).

We don’t refer to people using age-related descriptors like ”old,” ”young,” or ”elderly.”


We don’t use gendered terms like “waitress,” “stewardess,” or “businessman.”

We don’t call grown women “girls.” We don’t call grown men “boys.” We don’t call groups of people “guys.”

When applicable, use “they” as a singular gender-neutral pronoun.

When writing about a person, use their communicated pronouns. When in doubt, just ask or use their name.


We don’t reference disability unless it’s relevant to the story. Use person-first language (she has a disability) or identity-first language (they are disabled).

We don’t refer to a medical condition unless it is essential to the post, and nobody is a “victim,” “handicapped,” or “suffers” 
from any condition.

Hearing:We don’t reference hearing loss unless it’s relevant to the story. Use “deaf” as an adjective to describe a person with significant hearing loss. When applicable, use “partially deaf” or “hard of hearing.”

Proper nouns

We capitalize certain terminology (features, events, etc) in the Kajabi-verse as proper nouns. For example:

Kajabi series: Self-Made, Savvy, Best Advice
Kajabi features: Kajabi Email, Kajabi Pages

Kajabi terminology: Kajabi Heroes (our customers), Kajabi University
Kajabi events: Self-Made Summit

See “Vocabulary” section for further detail.

Heritage and Nationality

We don’t use hyphens to refer to a dual heritage (i.e. use “Croatian American” instead of “Croatian-American”).

Reading test level

Our goal is for most copy to fit a 5-8th grade reading level.

Pass all copy (especially emails) through
 the Perry Marshall tool and edit as necessary. Exceptions can be made if there is a case for it (i.e. specific messaging, highly technical product updates, etc).


Using emojis can help communicate emotion, but they should be used carefully. 

Before including an emoji, follow these guidelines:

Never use emojis in the middle of a sentence. Only use them at the beginning or the end.
Be playful, but relevant. We’re here to do serious business, but we don’t take ourselves too seriously.
Match tone with subject matter and format. Emojis are obviously not appropriate in press releases, for example.
Always aim for clarity. Don’t string emojis together. Combining multiple emojis requires too much brainpower to decipher.

Vocabulary Guide

Kajabi-specific Vocabulary: Kajabi Heroes

Our customers are people with valuable knowledge to share, and the grit to build a business around it. Everything we do begins with their story and ends with their success. Every ounce of difference they make, as well as every epic challenge they face, is heroic to us. 
That’s why we refer to our customers as Kajabi Heroes.

We define a Kajabi Hero(p. Heroes) as any active Kajabi member. Occasionally we also frame the term in the context of a specific revenue tier:

"She’s a 100K Kajabi Hero and a total powerhouse!”

Kajabi-specific Vocabulary: Kajabi Partner

Kajabi Partners are our affiliates. They help our community and customer base grow while gaining a side stream of revenue. Partner or Partners is always capitalized.

Kajabi-specific Vocabulary: Kajabi University

The Kajabi University is a curated sub-selection of the some of the best content out of the Kajabi Help Center. The Kajabi Help Center is an in-depth technology reference guide featuring tutorials and answers to frequently asked questions. Think of it like a living, breathing instruction manual.

Quick guide: language to avoid

Referring to our customers as “users”
Unnecessary technical jargon
Unnecessary modifiers
Vague language
Misleading language (when in doubt, get confirmation on what you’re claiming)
Smarmy internet-marketing speak (like “crush it”)
The phrase “like a boss”
Over-usage of the word “just” — just use it sparingly
Unnecessary, excessive ellipses... when in doubt, leave them out  
Over-usage of “really” and “very” for emphasis

Don't say this, say that.

We Don't Say
We Do Say
Don't Say:
“Data driven”
It's jargon. Besides, we’re driven by customer success, not data.
DO Say:
“Data informed”
Don't Say:
in reference to our customers
We relate to our customers on a deeper level than the typical software/user relationship.
Kajabi Heroes, customers, members, Kajabi family
Don't Say:
“Kajabi has made hundreds of millionaires.”
Saying we “made” a millionaire is taking too much credit for someone else’s success. It’s also misleading and damaging to our credibility. 1M in revenue doesn’t make someone a millionaire.
DO Say:
“We’ve helped hundreds of knowledge entrepreneurs grow 7-figure businesses.”
Don't Say:
“We take care of email so you don’t have to.”
It’s misleading. It makes Kajabi sound like a done-for-you service.
DO Say:
“We make email marketing simple and streamlined.”
Don't Say:
“Limited spots available.”
It’s too scarcity driven. We’re clear about the parameters of an offer, but we don’t delight in reminding people that they might miss out.
DO Say:
“Registration is open now and will close on Sunday, September 14th at midnight PST.”
Don't Say:
“In the Kajabi app…”
when referring to the platform itself (rather than the mobile app)
App is an internal term that we sometimes use to refer to the Kajabi platform. But as customer-facing language it can create confusion. The Kajabi platform and the Kajabi mobile app aren’t the same thing.
DO Say:
“In your account dashboard…”
©2021 Kajabi Inc.