2. @jowalters
I’m Jo.
I’m a marketing and comms
freelancer working with students’
unions and other small
organisations.
My favourite client (not at all
because they’re in the room) is
brightonSEO where I do social
media, email and other
marketing bits.
7. @jowalters
I’m thinking of an industry that is well
known for its friendly and clear
communications that you enjoy
reading and customer services you
don’t mind dealing with.
What is it?
A challenge for you:
8. @jowalters
I’m thinking of an industry that is well
known for its friendly and clear
communications that you enjoy
reading and customer services you
don’t mind dealing with.
What is it?
Obviously it’s banking.
A challenge for you:
14. @jowalters
Consistency of tone of voice matters on the phone, when staff
speak to clients or customers, on social media.
Tone of voice is for everyone
thatexplainsthings.com/the-bank-that-likes-to-smiley/
18. @jowalters
Your tone of voice should reflect your
customers and how they refer to
things. Do they
say this?
Or do they
say this?
University induction Freshers Week
Orientation
Engage with Talk to
Ask
Listen to
Obtain Get
Buy
This one is my pet hate...
19. @jowalters
Your tone of voice should reflect your
customers and how they refer to
things. Are they searching
for this?
Or searching for
this?
University induction Freshers Week
Orientation
Engage with Talk to
Ask
Listen to
Obtain Get
Buy
24. @jowalters
brightonSEO is casual, friendly and a
bit silly, not super glossy & snooty.
We see this in things like the (lack of a)
dress code, silly stage props and social
activities.
25. @jowalters
brightonSEO is casual, friendly and a
bit silly, not super glossy & snooty.
That means we typically open our
emails with ‘hi’ (not ‘dear’) and don’t
mind the odd bit of friendly snark.
26. @jowalters
brightonSEO is casual, friendly and a
bit silly, not super glossy & snooty.
We emailed attendees a somewhat
sarcastic ‘fill in the gaps’ email for them
to send to colleagues.
27. @jowalters
Find your voice
How do your best people answer the phone?
How do you greet visitors?
How do you handle complaints?
What do your audience need?
What are your goals?
28. @jowalters
Find your voice
“If our organisation was a kitchen utensil /
sandwich / animal / superhero it would be a
__________________ because __________________”
Ask people; your team, your customers, your mum.
29. @jowalters
Make sure it’s authentic
People can smell artificial
attempts to be ‘cool’.
Not everyone can/needs
to be like Innocent Drinks.
31. @jowalters
You can flex for different situations but your tone of voice shouldn’t
change drastically in different scenarios or across different channels.
Be normal. Be human.
Balance consistency & flexibility