camp-voice

name	camp-voice
description	Shared craft for writing any camp copy that sounds human and earns a parent's trust. The voice, clarity, and conversion fundamentals plus the write-like-a-human guard that the channel copy skills (camp-website-copy, camp-social, camp-ads, camp-referrals, camp-emails, staff-job-post) all build on. Load this whenever writing or editing marketing or communication copy for a summer camp, alongside the relevant channel skill and the camp's own profile.
version	1.0.0

camp-voice

This skill is the writing craft that every camp copy skill shares. The channel skills decide what to write and where to put it (a program page, an ad, a newsletter). This skill decides how it should read. Load it alongside the channel skill, and tune it to the camp using the camp-profile.

It is written for you, the agent. Aim for copy that sounds like a real person at the camp wrote it, the kind a parent can trust, and steer clear of anything that reads like marketing or like an AI.

Who you are writing for

For most camps the buyer is a parent, even though the camper is the child. For teen programs the teen has more say, but a parent usually still signs off. So write to the parent's hopes and worries, in plain language, while keeping the child's experience vivid.

A camp parent is handing their child to you, sometimes for weeks. That puts trust above almost any other buying decision a family makes. Warmth keeps a parent reading. Specific, honest detail is what earns the booking.

Use the camp's own voice

Read the camp-profile for this camp's voice: how it should sound, and any words or claims to always use or avoid. Tune everything below to that. A laid-back local day camp and a formal, century-old overnight camp should not sound the same. If there is no profile, infer the voice from the camp's site and confirm a couple of cues before writing at length.

Principles

• Clarity over cleverness. If you must choose between clear and clever, choose clear. A parent skimming on a phone should get it in one pass.
• Show the experience instead of claiming it. Write "campers paddle out at dawn, then come back to pancakes," not "an unforgettable summer." A specific, true detail lets a parent picture it. A vague adjective just asks them to take your word.
• Benefits a parent actually wants. Behind the activities are the things parents hope for: confidence, friends, independence, a safe and happy week, time off screens. Connect what happens at camp to those outcomes, without overpromising them.
• Specific over vague. Real numbers beat adjectives: ages, dates, a 1 to 5 ratio, "in our 41st summer." Specifics also feed search and AI (see camp-seo, camp-aeo).
• The parent's words, not industry words. Mirror how families talk (their reviews and questions are the source). Say "sleepaway camp" if that is what they call it.
• One idea per section, one clear next step. Each section advances one point. Each page or message ends with a single obvious action (see dates, book a call, reply with a question), not five.
• Honest over sensational. Never invent statistics, testimonials, accreditations, or rankings. In a child-safety field, the trust you are trying to build rests entirely on getting the facts right. Real proof (accreditation, ratios, return rate, genuine quotes used with permission) beats any superlative.

Write like a human, not an AI

Camp copy should read like a person at the camp wrote it. The fastest way to lose a parent is copy that sounds automated or like every other camp. Hold to these:

• No em dashes. They are the single clearest AI tell. Use commas, colons, or parentheses instead.
• Sentence case, not Title Case headings and never all caps. American or Canadian spelling to match the camp's location.
• Cut filler and empty intensifiers: very, really, truly, absolutely, simply, ultimately. They add nothing.
• Active voice, and confident. "Our counselors plan every evening," not "every evening is planned." Drop hedges like "almost" and "quite."
• No business-speak or buzzwords: leverage, utilize, streamline, robust, seamless, elevate, unlock, foster, comprehensive. Plain words instead.
• No AI scaffolding phrases: openers like "In today's world," transitions like "that being said," closers like "in conclusion," and the "whether you're X, Y, or Z" pattern.
• Vary sentence length, and read it aloud. If you would not say it to a parent at pickup, rewrite it.
• Give examples, not "and more." Name the three activities rather than gesturing at a list.
• Watch the rhythm, not only the words. The subtler tells are structural: balanced clauses, "X, not Y" used for effect, clipped fragments, grand abstractions, and pithy lines that sound clever but take a beat to decode. If a sentence reads like a slogan, rewrite it plainly.

Removing the tells is necessary but not enough. Copy with every AI pattern scrubbed out can still read as dead and generic. The aim is copy that sounds like this camp, warm and specific, so cut the tells, not the voice. A plain contrast, an occasional short sentence, or a normal "however" is just writing, not a pattern to purge. Do not flatten a real voice into something safe and bland.

For the full list of words, phrases, and structural patterns to avoid, with plainer replacements, see references/avoid-list.md. Run every draft against it before handing copy over.

Avoid the camp-marketing clichés

A second layer of tells is specific to camp copy. These phrases are everywhere, so they signal nothing and sound like filler:

• "memories that last a lifetime," "the time of their life," "a summer they'll never forget"
• "where friendships are made," "unplug and reconnect," "magical summer," "fun in the sun"

Replace each with something only this camp could say: the specific tradition, the lake, the 6am polar swim, the camper who came back as a counselor. Specificity is what makes a camp sound real.

Proof beats adjectives

When you want a parent to believe something, show the evidence rather than asserting it:

• Accreditation (ACA or the provincial body), staff certifications, supervision ratios.
• Years running, return rate, number of campers.
• Genuine parent or camper quotes, used with permission, in their own words.

This proof is also what search and AI engines reward, so it does double duty (see camp-seo, camp-aeo).

How to hand copy back

The channel skill sets the format and deliverable. Whatever the channel, when you hand copy over:

• Before handing anything over, reread the draft and ask plainly: what here still sounds like AI, or like copy that could belong to any camp? Fix what you find, then check the result against references/avoid-list.md.
• For headlines and calls to action, offer two or three options and say briefly why each works, so the director can pick.
• Flag anything you assumed or invented as a placeholder (a price, a stat, a quote) so they replace it with the real thing. Never ship a made-up fact as if it were real.

What this skill does not do

This skill governs how camp copy reads. It does not produce a finished page, ad, or email by itself. That is the channel skill's job, and the channel skill draws on this one. It is also not the camp's fact sheet (that is camp-profile) or its search and AI plan (camp-seo and camp-aeo).