Empty state copy that doesn't suck

Write empty state copy for this. The user has zero items / no data / nothing to see yet.

The screen: {{which feature — inbox, dashboard, list, etc.}}
The user: {{first-time or returning, what they expected}}
The action they should take next: {{what we want them to do}}

Output:
1. **Heading** (5 words max) — clear, no cleverness for cleverness's sake
2. **Subhead** (15 words max) — what's happening + the next action
3. **Primary CTA** — the button label, sharp verb
4. **Optional: secondary CTA** for power users / alternative paths

Constraints:
- No "Oops!" or "Whoops!" or "It's quiet in here..."
- No mascots saying things
- If the state is genuinely empty (not an error), explain why with context, not panic
- Mobile-first — copy should work in narrow widths

Then write 2 alternate versions: one MORE direct, one with a slight personality touch. Tell me which fits the brand best.