DO: Words that Capture Gostoso’s Personality
Warm: Welcoming, friendly, inviting, hospitable, open, comforting
Vibrant: Lively, spirited, energetic, colorful, zestful, joyful
Knowledgeable: Experienced, passionate, dedicated, insightful, expert, authentic
Sincere: Genuine, heartfelt, honest, trustworthy, earnest
Subtle Portuguese Touches: Saudade (longing, nostalgia), alegria (joy), saboroso (delicious), acolhedor (welcoming)
DO NOT: Words to Avoid
Overly Casual: Slangy, trendy, flippant, careless
Arrogant: Pretentious, snobby, elitist, superior
Sterile: Impersonal, corporate, technical, cold
Doubting: Unsure, hesitant, apologetic
Aggressive: Pushy, salesy, overly promotional
How to Use These Lists
Compare with Content: Do your existing marketing materials align with these word lists? If not, what needs adjustment?
New Copywriting: Use the “DO” list as inspiration when writing social captions, website text, and partner communications.
Check for Misalignment: Watch out for anything that feels like it falls into the “DO NOT” category.
Example: Tweaking a Phrase
Original: “Hey coffee lovers! Check out our awesome new Brazilian beans!”
Revised Using Word Lists: “Experience a taste of Brazil’s warmth and vibrancy with our newest single-origin coffee. Grown with passion, roasted to perfection.”