Tone of voice
Want to write with greater style? Here’s the place to be. The way we communicate with the world is defined by four key characteristics. Each characteristic of our tone of voice can be dialled up and down depending on its use and audience.
Intelligent
Without being arrogant, we know our stuff – and we don’t need jargon to get it across. We are informed by our experiences, our peers, and the latest and greatest in the world.
Our intelligence is inviting, not intimidating, brimming with a comforting confidence in what we know. Whatever we have learned, we are excited to share.
Yay:
- Sharing knowledge
- Talking peer-to-peer
- Speaking our audience’s language
Nay:
- Business jargon and marketing buzzwords
- Preambling or rambling statements
Witty
A bit dry without going Wilde. Our minds are sharp, but our words aren’t cutting. The observations we make are inclusive, relatable and amusing, always bringing our readers along for the ride. More “I know, right?” statements rather than “I know better than you/them”. Which we don’t. We just know different.
Clever wordplay is our thing, the kind that warrants a soft chuckle, but we do know our limits. It’s best not to let puns breed excessively, they can be a tad overwhelming. Besides, they know too much…
Yay:
- Effortless wordplay
- Quipping with confidence
Nay:
- Mocking or spitefulness (to others or ourselves)
- Cringe-worthy puns that try too hard
- Punctuating! With! Too! Many! Exc!lamation marks!
Charm
This isn’t about fluffiness – we do loveliness with integrity. We speak from the heart. We bewitch with warmth and gentle humour to make you feel at home as we introduce you to cool things we’ve discovered.
Our language is led by possibilities rather than making black or white statements, and our questions are open ended. We’re honest and empathetic, stepping into people’s shoes and making sure they feel important. Because they are. We all are.
Yay:
- Friendliness and warmth
- Empathy
Nay:
- Zaniness or cutesiness
- Flirtiness
- False statements or promises
Curious
The world is wide and every day’s a school day. When we’re not discovering something new, we’re sharing what we’ve learned. Because we care: about why things work and how they can be used for good.
We inform, investigate, examine and imagine with positive curiosity. Questions like “yes, and…” and “what if…” become a catalyst for sprouting wonderful ideas. Open mindedness is deep in our DNA and keeps us open to the new possibilities that could change everything.
Yay:
- Giving credit where credit’s due
- Looking everywhere for ideas
Nay:
- Black and white thinking
- Conspiracies