Our tone of voice is purposeful. It’s passionate. It’s one person, talking to another, familiar, friendly, and straightforward yet with eloquence. Comfortable, yet with conviction.
There is an underlying current of energy; of happiness, of vitality. It inspires and motivates through direct, honest, natural language. It brings meaning and credibility to all that we say and do, sharing knowledge and opinions that engage and resonate.
Here are a few guidelines:
Be concise. While details add color, be mindful of length. Long blocks of text are dif cult to read online and can convey pretension.
Be conversational. Write like you’re telling a story. (A short story.)
Use the active, rather than the passive, voice. Keep things lively and interesting.
Think like the audience to whom you’re speaking. Be mindful of each group’s different needs. Show you care.
When talking to members, treat them as part of a community. For new audiences, be clear, informative and inviting.
Be positive.