Here are some tone of voice guidelines:

  • important to consider language and voice for audience
  • Your voice is your personality
  • use terms that your audience know
  • don’t create a new personality – stay on brand
  • doesn’t have to be casual because it’s in messenger
  • use active voice rather than passive e.g. “Breaking news is delivered by BBC” is not as clear, short or simple as, “BBC delivers breaking news.”
  • use contractions e.g. “We cannot wait to get started” feels robotic, whereas “We can’t wait to get started” feels light and casual.
  • be transparent, descriptive and informative with interactions
  • be direct about capabilities
  • hand hold people through the journey
  • confirm their actions
  • show you’re listening
  • don’t keep people waiting for a response, if you don’t know the answer acknowledge it
  • people need to understand how to interact to stay engaged
  • consider all conversation routes
  • think internationally
  • not all words / phrases translate in text form
  • Be deliberate about language, editorial voice, length of messages, and even speed of response.

*Tip: Check tone of voice with this analyzing tool .

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