// Ruff Cuts · Brand Voice · Austin, TX
A complete brand voice guide for Ruff Cuts — plus the tools that make it stick. Paste any draft. Get a voice score. Copy a prompt. Print the handoff card. The voice holds either way.
// 01 — Foundation
Ruff Cuts isn't a grooming company with a compelling founder story. It's a compelling founder story that became a grooming company.
Dana spent 15 years as a vet tech watching dogs shake in clinic waiting rooms. She didn't start Ruff Cuts because grooming was underserved — she started it because she couldn't keep watching animals dread being clean. The whole business is a workaround for the environment. We took the salon, the kennel, the drop-off, and the waiting room out of the equation. What's left is a groomer, a van, and a dog in its own driveway.
Three vans. Three groomers. Booked six weeks out. Customers are mostly dual-income Austin households, 35–55, working from home. They have the money. They don't have the time. At $95–$140 they're not paying for a groom — they're paying to never rearrange their day.
Every rule, every prompt, every template in this document is downstream of one sentence:
We're the people your dog is actually happy to see.
That sentence works because it's specific, it's earned, and it requires no adjectives. If a piece of copy doesn't sit comfortably next to it, the copy is wrong.
Dana named it herself in the brief: "We're not cutesy. We don't do 'fur baby' or 'pawsitively' or any of that. But we're also not stiff. We talk to our customers like smart adults, not like they're in a children's book."
Two failure modes. We sit between them. Most of this document is about how to stay in that gap.
// 02 — Voice
Four attributes. Each is a condition, not an instruction. The model — human or AI — figures out the right output once it knows the conditions under which the brand voice exists. Each attribute also has a sibling: the failure mode we sound like when we miss it.
a
We genuinely like dogs and we like people. That comes through by what we observe about them, not by how loudly we feel about it. Warmth is in the details, not the adjectives.
us
"Cooper walked in like he owned the van."
cutesy competitor
"OMG we are OBSESSED with this precious fur baby!!"
Test: Would this read the same to someone who doesn't say "fur baby"?
b
15 years as a vet tech is the whole reason this business exists. We don't perform expertise. We demonstrate it — by what we notice, by what we recommend, by what we choose not to say.
us
"Spotted some early skin irritation on her shoulder. Worth a mention to your vet."
overqualified vet brochure
"We observed mild seborrheic presentation in the auricular region."
Test: Could a vet tech say this to a neighbor at a cookout?
c
We respect people's time. We say what we mean. Short sentences. Real language. Like a contractor you trust completely — they show up on time, do the thing, leave. You trust them more because of what they don't say.
us
"We're running 20 minutes late. Still on our way."
corporate service email
"We sincerely apologize for any inconvenience this may cause."
Test: Did you add words that aren't carrying information?
d
We're three groomers, not a corporation. The voice is Dana's, extended to a small team. There's no marketing department. Apologies are signed personally. Recommendations are honest. We don't upsell.
us
"Dana started this because she was tired of watching dogs shake."
performing enthusiast
"Our passionate team of dedicated professionals can't wait to serve you!"
Test: Does it sound like a press release? Rewrite.
Before you post or send, ask:
"Would Dana say this?"
If it sounds like a press release, a children's book, or a Yelp ad — rewrite it.
// 03 — Never-List
The phrases below aren't just bad words — they're the language of every other groomer in Austin. The moment you use them, you become them. The why column is the teacher: it explains the principle so you can apply it to phrases that aren't yet on this list.
Each rule has an ID (NV-XX). The Voice Lint references these — when it flags your draft, it'll point to the exact rule.
| ID | Never use this | Use this instead | Why it matters |
|---|---|---|---|
| NV-01 | fur baby · fur babies · furry family · fur family member | your dog · [name] | Dana's customers are adults. Not parents. The moment you use it, you're in the same category as every groomer they've ignored. |
| NV-02 | pawsome · pawsitively · paw-fect · any paw pun | just say the thing | Puns put us in the same aisle as the squeaky toys. We're not. |
| NV-03 | we're passionate about · we're committed to · we strive to | show the thing | Every grooming company in Austin uses these. Dana's 15 years says it without saying it. |
| NV-04 | luxury · spa day · pampering | one dog · one van · your driveway | Luxury is a claim. The specifics are the proof. |
| NV-05 | beloved companion · four-legged friend | your dog · [name] | Distancing language. Sounds like a brochure, not a person who just groomed the dog. |
| NV-06 | above and beyond · a cut above · amazing · transformative · magical | the specific outcome | Adjectives pretending to be evidence. State what happened. |
| NV-07 | Book now! · Book today! · Limited spots! | "We're six weeks out — grab a spot" | Pressure-talk. The truth (waitlist) is more compelling and is social proof we already earned. |
| NV-08 | 2+ exclamation points | zero in emails/complaints; one max elsewhere | Enthusiasm in a complaint reads as deflection. In emails it reads as performance. |
| NV-09 | starting a caption with "We" | lead with the dog, the observation, or the situation | Makes it about us before earning the right. The dog is the story. |
| NV-10 | rhetorical questions as captions | a statement that earns a reaction | Questions ask the audience to do work. A specific observation makes them feel something without asking. |
| NV-11 | calling our own photos "adorable" | post the photo, let people say it | Customers will say it for you. That's worth more than us saying it. |
| NV-12 | em-dash pairs · "delve" · "tapestry" · "landscape" · "it is worth noting" | plain language, short sentences | AI tells. Breaks trust that a human wrote this. |
| NV-13 | per our policy · at this time · we sincerely apologize for any inconvenience | direct ownership | We're three groomers, not a policy department. |
| NV-14 | doggo · pupper · woofers · heckin | dog · [name] | Internet baby-talk. Same problem as fur baby in a different costume. |
| NV-15 | pup parent · dog mom · fur mom | owner · [first name] | Performs pet ownership as identity. Dana's customers don't need the identity. |
// 04 — Channels
The voice is constant. The format adjusts to the channel — same instrument, different room. Each channel has a job. Once you know the job, the structure follows.
Structure: observation → one-line turn → done. Length: under 150 words. One thought per caption. Don't start with "We." End on a statement, not a question.
on-brand
"Mochi's been coming to us for two years. First appointment, we spent 20 minutes letting him sniff the van before we touched him. He walked in on his own by appointment three. Some dogs need that. We have time."
off-brand
"We absolutely LOVE helping fur babies look and feel their pawsome best!! Our amazing groomers are passionate about every single pup that comes through our door! Book today!"
Structure: what's happening → what they need to know → done. Tone: efficient but not cold — like a contractor who shows up on time. No "we're so excited."
on-brand
"Hi Sarah — confirmed for Thursday April 30, between 10am–noon. We'll text 15 minutes out. If Biscuit's had any health changes since his last visit, reply here. See you Thursday."
off-brand
"Hi Sarah! We are SO incredibly excited to see your sweet pup on Thursday! It's going to be a wonderful grooming day! We can't wait!"
Structure: time, location, one logistical note if needed. Length: <2 sentences. No emoji. No filler.
on-brand
"Heads up — we'll be there around 9am tomorrow. Have Rosie leashed and ready."
off-brand
"Hi!! Just checking in to remind you about your appointment! Can't wait to see your fur baby!! 🐾✨"
Rule: respond to the information they gave us — not the emotional opportunity. Match the energy of the question without going below the brand.
on-brand
"That's helpful to know. What specifically triggers it — strangers touching him, equipment noise, or the space itself? Once we know what we're working with we can plan the appointment around it."
off-brand
"Awww, don't worry! Our groomers are SO great with anxious pups! 💕"
Tone: friendly, timely, reminder-oriented. Concrete date or constraint. No exclamation theatrics.
on-brand
"Three Thursday spots opened up next week in the Mueller area. First-come. Booking link below."
off-brand
"Don't miss out on our LUXURIOUS spa-day experience for your precious pup! 🌟 Book now!"
Tone: smart, benefit-focused, subtly confident. Describe the model. Let it explain itself.
on-brand
"We come to your driveway. Your dog never leaves home. We text when we're done. That's the whole pitch."
off-brand
"At Ruff Cuts, we are passionate about delivering an unparalleled luxury grooming experience for your beloved companion!"
Tone: grateful, brief, optional touch of warmth. Use the dog's name. Skip the upsell.
on-brand
"Thanks for having us out for Tucker. He did great. Reach out if you want to get on the calendar for the next one."
off-brand
"Thank you for your business! We hope your fur baby loved their luxury spa day! Don't forget to leave us a 5-star review!"
Tone: clear, supportive, reinforces voice. Use this same guide for inside-the-company writing too — consistency starts internal.
on-brand
"Heads up — Rosie is on the schedule Thursday. First-time. Owner mentioned she's anxious with strangers. Plan the first 10 minutes for her, not the clippers."
off-brand
"Team! Pls remember to make sure all our fur babies have the BEST experience possible!! Customer satisfaction is our #1 priority!!"
Rule: when we call, it is because something needs a voice. Direct, name the dog, give the timeline. End with the next step. Voicemails are short and never make the customer guess what comes next.
Reschedule a no-show
"Hi Sarah — Dana from Ruff Cuts. We had Biscuit on the books for 9am today and missed you. No charge. If you want the same window next Thursday, text me back at this number. Thanks."
Equipment failure / running late
"Hi Mark — Dana. The van is down with a flat we can't fix on the road. Cooper's appointment at 11 needs to move. I have Friday at 9am or Tuesday at noon. Whichever works, I'll come to you. Sorry about the day."
Mid-groom observation
"Hi Maya — Dana. Quick call before I finish Luna. I caught a hot spot under a matt on her left flank, about the size of a quarter. Looks irritated but not broken open. I am working around it. It is not a vet emergency, but worth showing your vet at the next visit. Calling so you hear it from me first."
// 05 — Service Arc
Every customer interaction follows the same six-stage shape. Voice is constant. Tone shifts by stage — same instrument, different register.
Stage 1
Tone: helpful, generous
Someone messages or emails to ask about us. They're vetting. They want a useful answer, not a pitch.
Include
Avoid
Example — doodle inquiry "Yes — doodles are most of our base. Worth knowing: doodle coats mat faster than they look, so most need a trim every 6–8 weeks. We're booking about six weeks out. Want me to send the intake form?"
Stage 2
Tone: efficient, warm
They committed. Now we make the logistics painless — exact time, what to do, one thing only we'd know to mention.
Include
Avoid
Example — Biscuit, owner Sarah, Thursday 9am "Hi Sarah — Biscuit's set for Thursday at 9am. We'll text 15 minutes out so you can get the leash on him. Two things that help: a quick walk before we arrive, and a quick note if there's anywhere he's been licking or scratching lately. Anything else we should know?"
Stage 3
Tone: brief, practical
Day-of. They've got their morning planned. We confirm one thing and get out of the way.
Include
Avoid
Example — Rosie, day-of text "Heads up — we'll be there around 9am tomorrow. Have Rosie leashed and ready when we pull up; we'll handle the rest."
Stage 4
Tone: observational, quiet
Mid-groom. We don't message unless we noticed something — a lump, a skin patch, a behavior change. When we do, it's specific, calm, and leaves the next move to them.
Include
Avoid
Example — Luna, mid-groom skin observation "Quick note while we're working — found a small lump near Luna's left front shoulder, about pea-sized, firm but no reaction when we touched it. Probably nothing, but worth flagging to your vet at her next visit. Carrying on with the groom — wanted you to hear it from us first."
Stage 5
Tone: observational, caring
Done. The dog's home. This is the message that earns the rebook six weeks from now — observation first, schedule note last, never a pitch.
Include
Avoid
Example — Mochi, post-groom text "All done — Mochi settled on the table from minute one, which she's earned by being a regular. Coat's in good shape; the curl near her collar started matting a touch faster than the rest, so we worked it out and shortened that section slightly so it grows in even before next time. Eight weeks puts you at June 19 if you want to hold the slot."
Stage 6
Tone: clear, no overselling
Six to eight weeks later. We're not selling. We're telling them when their dog needs us again. They decide.
Include
Avoid
Example — Cooper, eight-week rebook nudge "Cooper's due for his next groom around the second week of June — about eight weeks from today. We're booking six weeks out, so if you want him in the same Tuesday morning slot, today's a good day to grab it. No rush — text back when you're ready."
// 06 — Crisis Playbook
Eleven specific things that go wrong. Each one named, framed, templated, and shown with a real example. The point isn't to memorize templates — it's to learn the response pattern. Once you see the pattern, you can write the next scenario nobody anticipated.
Universal pattern: acknowledge the specific thing → own it or explain briefly → offer a concrete next step. Do not perform empathy. Do the thing.
What Dana's actually worried about: that the customer doesn't trust us with their dog anymore.
acknowledge the specific cut · own the failure to confirm length · offer free fix on our schedule · sign personally
Template
"Hi [Name] — that's on us. We should have confirmed the length before we started. I'd like to come back [day] to do a touch-up at no charge. We'll make confirming the length the first conversation next time. — Dana"
Example — Tucker, owner James
"Hi James — you're right, Tucker came out shorter than what you'd described. That's on us. I'd like to come back Friday to even out what we can; the rest will be back to length in 4–6 weeks. No charge for the visit. I'll make confirming the length the first thing we do next time. — Dana"
What Dana's actually worried about: the customer rearranged their morning around us, and we're now wasting it.
flag early (not on arrival) · explain briefly · honor the full appointment · ask one logistical question
Template
"Hi [Name] — running about [X] minutes behind today; the previous groom took longer than we planned for. We'll still do [name]'s full visit, no rushing. Sorry to bump your morning back. Want me to text 10 minutes before we pull up so you can plan?"
Example — Biscuit, owner Sarah
"Hi Sarah — running about 35 minutes behind today; the previous groom went longer than we'd planned for. We'll still be there to do Biscuit's full visit, no rushing on our end. Sorry to push your morning back. Want me to text 10 minutes before we pull up so you can plan around it?"
What Dana's actually worried about: trust collapse and an owner who feels lied to. Phone first. Writing second.
call immediately, do not text · describe what we did and didn't see · name a vet by name · follow up in writing · sign personally
Template (written follow-up after the phone call)
"Hi [Name] — following up in writing on the call. While trimming around [name]'s [paw / ear / leg] today, [she/he] moved at the wrong second and we caught a small [nick / scrape]. We cleaned and stopped the bleeding before we left, and re-checked [X] minutes later. Photos attached. If you'd rather have a vet look tonight, [vet name] on [street] is who I'd call. Say the word and I'll let them know to expect you. — Dana"
Example — Luna, owner Maya
"Hi Maya — following up in writing on the call earlier. While trimming around Luna's right front paw, she shifted at the wrong moment and we caught a small nick on the pad. We cleaned and pressure-stopped the bleeding before we left, and re-checked it twenty minutes later. No fresh blood, she was bearing weight on it. Two photos attached so you can track it tonight. If you'd rather have a vet look at it before bed, Heart of Texas Vet on Burnet is who I'd call. Say the word and I'll ring ahead. — Dana"
What Dana's actually worried about: the slot is gone, but a long-term customer relationship is worth more than tonight's loss.
brief acknowledgment · state the no-show fee plainly · invite a rebook · do not lecture
Template
"Hi [Name] — looks like we missed each other today. Our no-show fee is $[X] since the slot's hard to refill same-day, which I'll add to [name]'s next visit. Want me to find another time that works?"
Example — Murphy, owner Aaron
"Hi Aaron — looks like we missed each other this morning; we knocked at 11 and waited 15 minutes. Our no-show fee is $40 since the slot's hard to refill on the day, which I'll add to Murphy's next visit. Want me to look at next Wednesday morning?"
What Dana's actually worried about: sounding defensive. The price is the price.
state what's included in plain numbers · don't apologize for price · acknowledge that other groomers exist · let them choose
Template
"$[low]–$[high] covers [scope]. We don't run a budget option since [reason]. Plenty of mobile groomers come in lower if that's a better fit. If we sound right for your dog, here's the next step: [link]."
Example — first-time inquiry, no booking yet
"$95–$140 covers the full groom in our van in your driveway, one dog at a time, by a groomer who's been with us at least two years. We don't run a budget option — when you're working with anxious dogs, the slow pace is the product. Plenty of mobile groomers come in lower if that's a better fit. If we sound right for your dog, the intake form is here."
What Dana's actually worried about: not the angry customer — the next twenty people reading the review.
name the specific issue · own it publicly in one sentence · move the resolution to a direct message · sign personally · under 50 words
Template
"[First name] — you're right that [specific thing]. That's on us. I've sent a direct message; I'd like to make this right. — Dana"
Example — public reply to James T., 2★
"James — you're right that the cut was shorter than what you'd asked for, and that's on us for not confirming the length before we started. I've sent you a direct message. I'd like to come out and make it right. — Dana"
What Dana's actually worried about: a pile-on. The wrong move makes it ours to clean up.
first option: ignore and hide the comment · second option: one factual line, no adjectives · never engage emotionally · never reply twice
Template (only if a factual reply is warranted)
"[One sentence stating the actual fact about how we work]. Thanks for stopping by."
Example — comment claiming we "stress" the dogs
"Cordless Andis clippers, table mats with a slip-arrest grip, dog on a loose lead through the whole groom — that's the setup in the clip. Thanks for stopping by."
What Dana's actually worried about: the customer hearing about the cancellation on the day, not the night before.
proactive text the night before when possible · simple rescheduling option as the default · no apology theater for an act of weather
Template
"Hi [Name] — storms rolled in stronger than the forecast, so we're calling [day] off rather than working in lightning. Easiest reschedule: same time [day]. Reply if that works, or send three windows that do and I'll pick one."
Example — Priya, the night before
"Hi Priya — storms rolled in stronger than the forecast, so we're calling tomorrow off rather than working in lightning around the van. Easiest reschedule: same Wednesday morning slot next week, 9am. Reply if that works, or send me three windows that do and I'll pick one."
What Dana's actually worried about: avoiding the conversation. So we don't avoid it.
one direct message · name the specific incident · refer them somewhere better suited · do not leave a door open · sign personally
Template
"Hi [Name] — after [specific incident], we're not in a position to keep [name] on the schedule. A [vet-clinic-based / sedation-trained] groomer is a better fit for dogs who need [specific setup]; [referral name] in [neighborhood] handles that. Wishing you both well. — Dana"
Example — Rocky, owner Eric (one-off scenario, not part of the regular cast)
"Hi Eric — after Rocky lunged at our groomer twice during yesterday's visit, we're not in a position to keep him on the schedule. A vet-clinic-based groomer is a better fit for dogs who need sedation or a tether-and-recover setup; Heart of Texas Vet on Burnet has one in-house. Wishing you both well. — Dana"
What Dana's actually worried about: the customer feels they paid for half a groom.
finish what's safe to finish · explain plainly what failed · do not charge for either visit · firm up the reschedule before we leave the driveway · sign personally
Template
"Hi [Name] — our [equipment] gave out mid-groom today, so we did [what we finished] and stopped before [what we couldn't]. We'll come back [day] to finish, no charge for either visit. Sorry to drag it across two days. — Dana"
Example — Cooper, owner Mark
"Hi Mark — one of our clippers gave out mid-groom today, so we finished Cooper's bath and the trim around his face but stopped before the body work. We'll come back Friday morning to finish, no charge for either visit. Sorry to drag it across two days. — Dana"
What Dana's actually worried about: the customer cleared their morning. We have to take that on the chin without making excuses.
transparent in the first sentence · same-day reschedule offered first · partial discount on the rebook · Dana signs, not the team · do not blame the absent groomer
Template
"Hi [Name] — one of our groomers didn't make it in this morning and I didn't catch it in time to call you before you'd already cleared the morning. I can come out myself this afternoon at [time], or we can move [name] to [day] with $[X] off the visit. Either way, today's on me. — Dana"
Example — Chester, owner Lauren
"Hi Lauren — one of our groomers didn't make it in this morning and I didn't catch it in time to call before you'd already cleared the morning for Chester. I can come out myself at 2pm today, or we can move it to Thursday morning with $25 off the visit. Either way, today's failure is on me. — Dana"
What Dana's actually worried about: their read at home is the only read that matters. Even if the dog seemed fine to us, dismissing the customer's observation is a trust break.
do not relitigate what we saw · ask one specific question · share what we observed without overruling · offer a concrete next-time change
Template
"Hi [Name] — sorry to hear that. [Name] settled for us around the [stage] and we didn't see signs after that, but you have the better read at home. Was it more during the bath, the trim, or after we'd left? Next visit we can [specific change — extra warm-up time / quieter clipper / split into two short sessions] and see if that lands better."
Example — Luna, owner Maya
"Hi Maya — sorry to hear Luna was off the rest of the night. She settled for us around the brush-out and stayed pretty steady through the trim, but I trust your read on her at home. Was it more during the bath, the trim, or once we'd packed up? On the next visit we can spend the first 15 minutes with the van off and just sit before any equipment comes out. That has helped a few of the more anxious dogs we work with."
What Dana's actually worried about: the customer thinks we either didn't see it, or saw it and said nothing. Both versions hurt.
acknowledge what we missed · explain how a mat can hide without making it sound like an excuse · offer brushing first on the next visit · sign personally if they are upset
Template
"Hi [Name] — you're right, we should have flagged that. Felted mats can hide under a freshly-bathed coat, but that's our call to make and we missed it. Next visit, brushing is the first 10 minutes and I'll show you anything we find before any clippers come out. — Dana"
Example — Biscuit, owner Sarah
"Hi Sarah — you're right, we should have caught the mat behind Biscuit's left ear before the bath. Mats that close to the skin can hide under a clean coat, but that's our call to make and we missed it. Next visit, brushing comes first and I'll show you what we find before any clippers come out. — Dana"
What Dana's actually worried about: rushing is the thing we explicitly do not do. Even one customer reading it that way is a problem we have to take seriously.
acknowledge their read first · explain the day briefly without excusing it · offer the longer-block fix on the next visit · sign personally
Template
"Hi [Name] — sorry it felt rushed. The day had [reason: a groomer out sick / a longer previous visit] and that shouldn't have been [name]'s visit to absorb. On the next one I'm blocking an extra 30 minutes and doing [name] myself. — Dana"
Example — Tucker, owner James
"Hi James — sorry the visit felt rushed for Tucker. We had a groomer out sick this morning and it shouldn't have been your visit that paid for it. On the next one I'm blocking an extra 30 minutes and doing Tucker myself. No charge for the rebook. — Dana"
// 07 — Voice Lint · Tool
Paste any draft. We grade it against every rule in the never-list, count the signals, and tell you which lines are off-brand. No API. No install. Just the rules, applied.
Mirror — flagged phrases underlined
// 08 — Voice Mode Switcher · Tool
The same five scenarios in five different voices. Four of them are what every other groomer in Austin sounds like. One of them is ours. Pick a scenario, toggle through the modes, watch the damage.
These are not abstractions. They are the actual four voices most groomers in Austin use. Recognize any?
// 09 — Rewriter · Tool
Paste any bad copy. We apply the same rules the Lint flagged, in order, and show you what changed. Rule-based. Deterministic. No AI calls.
// 10 — AI Prompt Library · Tool
Seven layered prompts. Paste the universal context once per session, then add the task-specific prompt for what you are writing. Every prompt extracts directly from this guide — no second translation, no drift.
// 11 — Content Pack
Ready-to-post captions, profile bios, and message templates. Every caption was scored against our own Voice Lint — minimum 90/100. The cast is real (Biscuit, Rosie, Cooper, Murphy, Mochi, Luna, Chester, Tucker). Names can swap for the actual dog of the day.
Instagram (150 chars)
Mobile dog grooming. Austin. We come to your driveway. No drop-offs. Same hands every time. Booking link below — six weeks out.
Google Business (350 chars)
Ruff Cuts is Austin mobile dog grooming. We come to you. No drop-offs, no kennels, no rearranged days. Your dog is groomed in our van in your driveway and back inside in under two hours. Founded by Dana, a vet tech of fifteen years. Three vans, three groomers. Typically booked six weeks out — grab a spot online.
Website hero blurb
We come to your driveway. Your dog never leaves home. We text when we are done. That is the whole pitch.
After a groom (6)
Biscuit came in looking like he had made some choices. He left looking like himself.
Tucker rolled in something between the front door and the van. We figured it out. He went home smelling like cedar.
Visit three with Rosie. She watched us set up the table, then went back to sleep on the bench. Visit one, she shook for ten minutes.
Mochi has a coat that mats if you look at it wrong. We took an hour. She gave us no opinions either way.
Cooper was already in the van by the time we knocked. He has been on an eight-week schedule for two years and seems to feel about it the way commuters feel about their train.
Luna is twelve. We took our time. She walked back inside looking lighter, which at twelve is the only word for it.
Booking & availability (5)
Six weeks out. The first openings are mid-June. Booking link in bio.
Cancellation slot opened for next Thursday afternoon, east side. Link in bio.
Still six weeks out. That has been true since February. There are three of us and three vans.
July is open. June is full. Mid-June has one Tuesday afternoon left. Link in bio.
Six weeks out. We say it that way because that is what it is. If you want on the schedule, the inquiry form is the move. We do not bump regulars for new bookings, and we do not pretend there is a sooner option than there is.
Craft & behind-the-scenes (5)
On Mochi's coat we use the smallest blade we own. It takes longer. The result is a coat that does not catch every burr in the yard.
Rosie used to shake for ten minutes before we could start. By visit three she had settled. We did nothing different. She figured it out.
On Luna we noticed a small lump near the ribs today. Probably nothing. Worth mentioning to the vet at her next visit. We text these things; we do not raise alarms.
Cooper has been on an eight-week schedule for two years. We do not push for shorter intervals. Eight weeks is what his coat asks for. The schedule is the schedule.
Fifteen years of vet tech work tells you what a stress shake looks like. It also tells you that a calm dog and a clean haircut are the same job.
Seasonal (5)
Spring is the season when one labrador can fill a small bin. We bring extra bags.
Austin August. Short walks before nine, short walks after eight. Coats stay on at home — the cut comes off the heat, not the dog.
October is when half our regulars come back from August schedules. The coats look like they took a season off.
December is the slow month. We like the slow month. The dogs like the slow month. Nobody is in a hurry.
Texas heat is two weeks out. The double-coated dogs we groom, Murphy and Mochi types, do not need to be shaved. They need brushing through the undercoat. That undercoat is the insulation keeping them cool, not warm. We will plan for it when you book.
First-time customer (4)
Murphy took four minutes to stop being suspicious. By minute six we had a paw. By the end he leaned into the brush.
Rosie's first appointment, the appointment was actually the introduction. We sat with her for fifteen minutes before any tools came out. Visit two went better.
Buddy is new. He spent the first ten minutes deciding whether we were a threat. We let him decide. He decided we were not. Then we cut his hair.
Buddy at one week. Sarah sent us a photo: he is out cold on the kitchen floor with a chew toy two rooms away from where he can see the front door. That is the read we want.
Quiet moments (3)
Biscuit, between the bath and the cut, paused on the bench like he was thinking through his options. He had no options. We do not tell him that.
Cooper sniffed the corner of the van for a minute and then walked in. That is it. That is the post.
Tucker. Wet. Pleased about it for reasons known only to Tucker.
Ops & life (5)
Rainy Tuesday. The driveways were flooded. We brought the dogs into the back of the van one at a time. Three dogs, three towels, no complaints from the dogs.
Today: nine dogs, three vans, two stops in Hyde Park, one in Mueller, one in Travis Heights. Everyone got a haircut. Dana got a sandwich at four.
Van two is on the way to Zilker. Van one is in Clarksville. Dana is in van three on a phone call about a chipped tooth on a poodle named Tilly. The day continues.
Van two has a flat on Burnet. Cooper, Murphy, and Tucker — your appointments are moving to tomorrow morning, same time, same order. We will text the new windows before end of day. Sorry about today.
It is 38 and pouring. We are not going to do a good job in this and we are not putting a wet dog back in your driveway. Today's appointments are pushed to next week. Same time, same order. Texts coming.
Educational (2)
Chester comes in every eight weeks. That is what works on his coat. Six weeks would be too soon. Ten would mean we are spending the appointment cutting through mats.
Mochi gets a between-grooms brush every other day at home. We watched her coat through last visit — not a single mat. The home brushing is the actual work; we just clean it up.
Booking confirmation email
Post-groom text follow-up
Health-observation text (non-alarmist)
15-minutes-out SMS
Re-engagement email after 90-day gap
Weather / equipment cancellation
Health observation during a groom (call first, this is the follow-up)
// 12 — Reviews
Sixteen ready-to-use responses across every star tier. The pattern is the same; the texture changes with the situation. Pick the closest trigger, edit the specifics, post.
The Formula
Name the situation → Own it or appreciate it → One concrete next step.
When they mention the dog by name
Thanks, Sarah — Biscuit is a good one. See you in six.
When they mention convenience
That is exactly what we are going for. No rearranged days, no stressed dogs. Glad it worked out — see you next time.
When they mention Dana or a specific groomer
Will pass that along — thanks for taking the time. See you in six weeks.
When it is a first-time customer
Great to meet Murphy. We will see you again soon.
When they do not explain the missing star
Thanks for the kind words, David. If there is anything we could do better next time, reach out directly — we would like to know.
When they mention a minor issue
Appreciate the honest feedback. Arrival window is something we can do better — we will tighten it next time.
First-visit lukewarm
Thanks, David. First visits sometimes go this way — by the third one Tucker will know the van. Reach out if anything specific would help.
When they mention being late + no text
You are right — we were late and did not communicate it. That is not how we operate. Reach out at [number] and we will make it right.
When the cut was not what they expected
That is on us. We should have confirmed the length with you before we started. Reach out directly and we will sort it — no charge for the fix.
When they felt rushed
That is fair. We do not want any dog leaving before we are done. Please reach out so we can make it right.
Something clearly went wrong
James — that is not acceptable, and I am sorry. Please reach out to me at [number]. I would like to fix this.— Dana
When they mention a specific groomer or incident
I have seen this and I am looking into it. Please call or text me at [number]. I want to make this right personally.— Dana
When they say they will not return
I understand. What happened is not how we do things. If you are open to it, reach out at [number]. I would like the chance to make it right.— Dana
Standard
I am sorry this was your experience. Please reach out to me at [number]. This is not the standard we hold ourselves to and I want to fix it.— Dana
When the review is detailed and specific
You are right about everything you described. I am sorry. Please call or text me at [number]. I want to talk through this and make it right.— Dana
When the review mentions the dog was distressed
That is the last thing we ever want. Please reach out to me at [number]. I want to hear everything that happened.— Dana
| Never | Why |
|---|---|
| “We are sorry you feel that way.” | Not an apology. A deflection dressed as one. Says the customer is the problem. |
| “We strive to provide the best service.” | Every groomer in Austin writes this. It is the public version of “we are passionate about.” |
| “As per our policy…” | We are three groomers. We do not have policies. We have decisions we are willing to defend. |
| “We take all feedback seriously.” | Serious people do the thing instead of announcing they are serious. |
| “Our team works tirelessly to…” | Effort theater. Public reviews want outcomes, not effort. |
| Long explanations of what went wrong | Every sentence after the apology is a sentence the next reader will parse as defensiveness. |
| Passive voice (“mistakes were made”) | Public reviews are the one place active-voice ownership actually builds trust. |
// 13 — Handoff Kit
Three stages for the writer Dana hires next. Each one assumes the last one landed. By Day 30 the new hire owns the posting schedule and Dana reviews monthly, not daily. Below the ladder: a one-page card for the desk.
Day 1
Week 1
Month 1
Hit print, fold in half, tape inside your desk drawer. The whole voice on a single sheet.
Your friend who happens to be an expert.
We are the people your dog is actually happy to see.
// 14 — Self-Test Quiz · Tool
Ten scenarios. Pick the on-brand reply. Wrong answers point you to the section that explains why.
// 15 — The Dana Test
The whole guide condensed to a single screen. If anything in your draft fails this, rewrite it before it leaves your browser.
We are the people your dog is actually happy to see.
If it sounds like it belongs on a cake pop at a “Paw Pawty” — it does not belong here.
// About this submission
Other entries describe the voice. This one enforces it. Built in 72 hours for the Clief Notes weekly. Single self-contained HTML, no frameworks, no tracking, no install — paste into a browser and it runs.
The Voice Lint, the Rewriter, the Mode Switcher, the Prompt Library, and the Self-Test all share one source of truth: the rules in §03. Update a rule there and every tool updates with it.
Take the lint with you. Paste your own company copy in. Even if you do not groom dogs in Austin, the principle applies — your voice is whatever stays consistent when you hand it to someone else.