SlideShare a Scribd company logo
Voice and Tone
Creating content for humans

@katekiefer


voiceandtone.com
mailchimp.com
Find your voice
     Speak onto the page
      Watch your tone
Know when to keep a straight face
          Be honest
Ask questions
What does your company do?
Why did you start your company?
Why do people visit your website?
Who are your customers?
What other companies do you admire?
Ask questions
If your brand were a how would youhow would you
     If your brand were a person,
                                  person, describe them?
describe him examples of content that suits your brand.
     Show me a few or her?
     What other companies do you admire?
Show meyou fewpeople to feel whenof content that
               a want examples they visit your website?
     How do
suits your brand.
How do you want people to feel when they
visit your website?
MailChimp is

fun but not childish.
clever but not silly.
powerful but not complicated.
smart but not stodgy.
cool but not alienating.
informal but not sloppy.
helpful but not overbearing.
expert but not bossy.
Design persona (Aarron Walter)
Voice guidelines
company's mission
content types
specific content examples
brand traits
personality explanation
reader/customer types
visual guidelines
AMPERSANDS                               DATES
           Don’t use them. Type the word            Spell out the day and abbreviate the
           “and.”                                   month

           CAPITALIZATION                           DOLLARS AND CENTS
           Use common sense. When in doubt,         Use a dollar sign. Don’t include cents
           don’t capitalize.                        on round dollars, and spell out




Yaaaawn.
                                                    “cents.”
           ese words shouldn’t be capitalized:
           website, internet, online, email.        $35

           COLONS                                   $35.50

                                                    $35 million
           Use a colon if you’re telling people
           what comes next in the first part of     35 cents
           the sentence.

           You can choose from three support
                                                    ELLIPSES
           options: online chat, email support or
           MailChimp’s Knowledge Base.              Use ellipses (...) to show that you’re
                                                    omitting words or trailing off before
                                                    the end of a thought. Don’t use an
           COMMAS                                   ellipsis for emphasis or drama.
           Use the serial/Oxford comma.
"It is insight into human nature that
is key to the communicator's skill.
For whereas the writer is concerned
with what he puts into his writings,
the communicator is concerned
with what the reader gets out of it.
He therefore becomes a student of
how people read or listen."

William Bernbach
Find your voice
     Speak onto the page
      Watch your tone
Know when to keep a straight face
          Be honest
"A good teacher I know, Jennifer
Auger, has a simple but effective
technique for the writing classroom.
When her students have blah
voiceless writing, she makes them
speak the following words to her
before reading their text: 'Listen to
me, I have something to tell you.'"

Peter Elbow
Vernacular Eloquence: What Speech Can Bring to Writing
Jerrold, a Nerdbot
Find your voice
     Speak onto the page
      Watch your tone
Know when to keep a straight face
          Be honest
Style guide: content types

                         e app
                         e application is MailChimp’s heart. Its language helps people along
                         as they create, send and track email campaigns. People using the app
                         already know and love MailChimp, so we can have a little fun with the
                         language–though our priority is helping them get their work done
                         quickly.

                         Why we do it: Duh.

                         Microcopy
                         Microcopy is that small but oh-so-important instructional copy that
                         you usually see in forms and feedback messages. It might remind a
                         user that her password has to contain a number or explain that email
                         communication will only be used regarding a specific order. We also
                         call it “help text,” and you see it both in the app and on the public site.
                         It’s short and to-the-point.

                         Why we do it: To help users complete tasks.

                         MailChimp newsletter
                         MailChimp’s email newsletter is a company update written by our
                         CEO, Ben. It’s full of photos, stories, experiments, links and
                         announcements for customers who want to know more about
                         MailChimp. It’s casual and entertaining.

                         Why we do it: To give customers more MailChimp news and provide an
                         occasional behind-the-scenes look at how the company works. We are
                         an email service, after all.
Mascot’s jokes: an extra layer of humor
Compliance alert: bad news
Plutchik’s Wheel of Emotions
"If advertising had a little more
respect for the public, the public
would have a lot more respect for
advertising."

James Randolph Adams
To determine your tone
of voice, consider:

1. Content type
2. e reader's emotional state
Ask yourself
What situation is the reader in that's bringing
her to this content?
What situation will this content put her in?
How does the reader feel right now?
How will this content make her feel?
What can I do to maintain the reader's state
of mind or put her in a better one?
Sensitive subjects    Sensitive content types

health and medicine   help content
religion              contact page
politics              FAQ
money                 forms
private information   privacy policy
translation issues    failure messages and alerts
Friendly reminder from the Fake AP Stylebook
"No tears in the writer, no tears in the reader."
"No tears in the writer, no tears in the reader."

Robert Frost
Robert Frost
Tufts University’s voice and and tone wiki
Tufts University’s voice tone guidelines




                                  wikis.uit.tufts.edu
Tufts University’s voice and tone guidelines




                                    wikis.uit.tufts.edu
Indiana University Alumni oppositions
  IU Alumni Association’s word Association




                                 alumni.indiana.edu
be.macmillan.org.uk
Macmillan Cancer Support’s empathetic writing guide




                                      be.macmillan.org.uk
WRONG tone of voice
Obama campaign’s unsubscribe screen
Romney campaign’s unsubscribe screen
Photojojo’s unsubscribe form
Photojojo’s unsubscribe screen
Tea Muse’s unsubscribe screen
"e consumer isn’t a moron. She is your wife."

David Ogilvy
Find your voice
     Speak onto the page
      Watch your tone
Know when to keep a straight face
          Be honest
mint.com 404




Current 404
404 reject
Woot’s product description




                             woot.com
Woot’s contact page




                      woot.com
Find your voice
     Speak onto the page
      Watch your tone
Know when to keep a straight face
          Be honest
Warby Parker’s roots




                   warbyparker.com
Warby Parker’s library




                         warbyparker.com
Warby Parker’s writing guide
Warby Parker’s story page




                            warbyparker.com
"I’ve learned that people will forget
what you said, people will forget
what you did, but people will never
forget how you made them feel."

Maya Angelou
Thanks.
@katekiefer


voiceandtone.com
mailchimp.com

More Related Content

What's hot

Personal Branding Workshop
Personal Branding WorkshopPersonal Branding Workshop
Personal Branding Workshop
Beloved Brands Inc.
 
Defining your brand's voice and tone
Defining your brand's voice and toneDefining your brand's voice and tone
Defining your brand's voice and tone
Sally Bagshaw
 
Building A Brand Foundation
Building A Brand FoundationBuilding A Brand Foundation
Building A Brand Foundation
MM Brand Agency
 
10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation
SOAP Presentations
 
Personal branding
Personal brandingPersonal branding
Personal branding
Mai Bằng
 
B2BNow - A study on the value of consumer relevance to B2B brands
B2BNow - A study on the value of consumer relevance to B2B brandsB2BNow - A study on the value of consumer relevance to B2B brands
B2BNow - A study on the value of consumer relevance to B2B brands
Siegel+Gale
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
Liquid Agency
 
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...
Tim Leake
 
Personal Branding | Stand Out From The Crowd
Personal Branding | Stand Out From The CrowdPersonal Branding | Stand Out From The Crowd
Personal Branding | Stand Out From The Crowd
Moataz Yasser
 
Creating useful personas and tone of voice guidelines
Creating useful personas and tone of voice guidelinesCreating useful personas and tone of voice guidelines
Creating useful personas and tone of voice guidelines
Articulate Marketing
 
Personal branding
Personal brandingPersonal branding
Personal branding
Dixie Kachiros
 
Brand Voice Guide
Brand Voice GuideBrand Voice Guide
Brand Voice Guide
Calvin Nguyen
 
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
Ogilvy
 
What's Next: Customer Experience & Brand Growth
What's Next: Customer Experience & Brand GrowthWhat's Next: Customer Experience & Brand Growth
What's Next: Customer Experience & Brand Growth
Ogilvy Consulting
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
Anna Dosev
 
Brand Positioning: How To Tell Your Story
Brand Positioning: How To Tell Your StoryBrand Positioning: How To Tell Your Story
Brand Positioning: How To Tell Your Story
Michael Troiano
 
Creative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolCreative Planning @ Miami Ad School
Creative Planning @ Miami Ad School
The Planning Lab
 
Brand Masterclass Week Two
Brand Masterclass Week TwoBrand Masterclass Week Two
Brand Masterclass Week Two
Idris Mootee
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week One
Idris Mootee
 
TikTok Demystified - How to Use TikTok
TikTok Demystified - How to Use TikTokTikTok Demystified - How to Use TikTok
TikTok Demystified - How to Use TikTok
Matthew Victory Warren
 

What's hot (20)

Personal Branding Workshop
Personal Branding WorkshopPersonal Branding Workshop
Personal Branding Workshop
 
Defining your brand's voice and tone
Defining your brand's voice and toneDefining your brand's voice and tone
Defining your brand's voice and tone
 
Building A Brand Foundation
Building A Brand FoundationBuilding A Brand Foundation
Building A Brand Foundation
 
10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation
 
Personal branding
Personal brandingPersonal branding
Personal branding
 
B2BNow - A study on the value of consumer relevance to B2B brands
B2BNow - A study on the value of consumer relevance to B2B brandsB2BNow - A study on the value of consumer relevance to B2B brands
B2BNow - A study on the value of consumer relevance to B2B brands
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
 
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...
 
Personal Branding | Stand Out From The Crowd
Personal Branding | Stand Out From The CrowdPersonal Branding | Stand Out From The Crowd
Personal Branding | Stand Out From The Crowd
 
Creating useful personas and tone of voice guidelines
Creating useful personas and tone of voice guidelinesCreating useful personas and tone of voice guidelines
Creating useful personas and tone of voice guidelines
 
Personal branding
Personal brandingPersonal branding
Personal branding
 
Brand Voice Guide
Brand Voice GuideBrand Voice Guide
Brand Voice Guide
 
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
 
What's Next: Customer Experience & Brand Growth
What's Next: Customer Experience & Brand GrowthWhat's Next: Customer Experience & Brand Growth
What's Next: Customer Experience & Brand Growth
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Brand Positioning: How To Tell Your Story
Brand Positioning: How To Tell Your StoryBrand Positioning: How To Tell Your Story
Brand Positioning: How To Tell Your Story
 
Creative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolCreative Planning @ Miami Ad School
Creative Planning @ Miami Ad School
 
Brand Masterclass Week Two
Brand Masterclass Week TwoBrand Masterclass Week Two
Brand Masterclass Week Two
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week One
 
TikTok Demystified - How to Use TikTok
TikTok Demystified - How to Use TikTokTikTok Demystified - How to Use TikTok
TikTok Demystified - How to Use TikTok
 

Viewers also liked

Innovation - thriving in the realm of uncertainty
Innovation - thriving in the realm of uncertaintyInnovation - thriving in the realm of uncertainty
Innovation - thriving in the realm of uncertainty
Alastair Lee
 
Presentation Skills. Unit 3: Voice Techniques
Presentation Skills. Unit 3: Voice TechniquesPresentation Skills. Unit 3: Voice Techniques
Presentation Skills. Unit 3: Voice Techniques
Artur Pivovarov
 
SXSW 2014: 10 Trends from Cake Group & Havas Media
SXSW 2014: 10 Trends from Cake Group & Havas MediaSXSW 2014: 10 Trends from Cake Group & Havas Media
SXSW 2014: 10 Trends from Cake Group & Havas Media
Cake
 
Brand Positioning Workshop
Brand Positioning WorkshopBrand Positioning Workshop
Brand Positioning Workshop
Beloved Brands Inc.
 
Voice Techniques
Voice TechniquesVoice Techniques
Voice Techniques
Celestine Pongasi
 
Eight typical tone of voice personalities
Eight typical tone of voice personalitiesEight typical tone of voice personalities
Eight typical tone of voice personalities
linguabrand
 
Stand out with a consistent tone of voice
Stand out with a consistent tone of voiceStand out with a consistent tone of voice
Stand out with a consistent tone of voice
Nina Nordrum Vennevold
 
On Voice And Tone
On Voice And ToneOn Voice And Tone
On Voice And Tone
Prasanna Lal Das
 
Effective speaking voice
Effective speaking voiceEffective speaking voice
Effective speaking voice
Ruby Angela
 
Brand Workshop Outline
Brand Workshop OutlineBrand Workshop Outline
Brand Workshop Outline
adampurvis
 
Secrets of Body Language
Secrets of Body LanguageSecrets of Body Language
Secrets of Body Language
Arif Anis Malik FRSA
 
Body language ppt
Body language pptBody language ppt
Body language ppt
Rashmi Shahu
 
Fiverr e book_defining_your_brandsvoice_june28_2015a
Fiverr e book_defining_your_brandsvoice_june28_2015aFiverr e book_defining_your_brandsvoice_june28_2015a
Fiverr e book_defining_your_brandsvoice_june28_2015a
Fiverr
 
Kindl by Knoll
Kindl by KnollKindl by Knoll
Kindl by Knoll
Aqil Raharjo
 
Tone lesson-01
Tone lesson-01Tone lesson-01
Tone lesson-01
Nathanael Allison
 
Connect noc kreatívneho_písania_2017_oliver_jakubik
Connect noc kreatívneho_písania_2017_oliver_jakubikConnect noc kreatívneho_písania_2017_oliver_jakubik
Connect noc kreatívneho_písania_2017_oliver_jakubik
Žofia Prokop
 

Viewers also liked (16)

Innovation - thriving in the realm of uncertainty
Innovation - thriving in the realm of uncertaintyInnovation - thriving in the realm of uncertainty
Innovation - thriving in the realm of uncertainty
 
Presentation Skills. Unit 3: Voice Techniques
Presentation Skills. Unit 3: Voice TechniquesPresentation Skills. Unit 3: Voice Techniques
Presentation Skills. Unit 3: Voice Techniques
 
SXSW 2014: 10 Trends from Cake Group & Havas Media
SXSW 2014: 10 Trends from Cake Group & Havas MediaSXSW 2014: 10 Trends from Cake Group & Havas Media
SXSW 2014: 10 Trends from Cake Group & Havas Media
 
Brand Positioning Workshop
Brand Positioning WorkshopBrand Positioning Workshop
Brand Positioning Workshop
 
Voice Techniques
Voice TechniquesVoice Techniques
Voice Techniques
 
Eight typical tone of voice personalities
Eight typical tone of voice personalitiesEight typical tone of voice personalities
Eight typical tone of voice personalities
 
Stand out with a consistent tone of voice
Stand out with a consistent tone of voiceStand out with a consistent tone of voice
Stand out with a consistent tone of voice
 
On Voice And Tone
On Voice And ToneOn Voice And Tone
On Voice And Tone
 
Effective speaking voice
Effective speaking voiceEffective speaking voice
Effective speaking voice
 
Brand Workshop Outline
Brand Workshop OutlineBrand Workshop Outline
Brand Workshop Outline
 
Secrets of Body Language
Secrets of Body LanguageSecrets of Body Language
Secrets of Body Language
 
Body language ppt
Body language pptBody language ppt
Body language ppt
 
Fiverr e book_defining_your_brandsvoice_june28_2015a
Fiverr e book_defining_your_brandsvoice_june28_2015aFiverr e book_defining_your_brandsvoice_june28_2015a
Fiverr e book_defining_your_brandsvoice_june28_2015a
 
Kindl by Knoll
Kindl by KnollKindl by Knoll
Kindl by Knoll
 
Tone lesson-01
Tone lesson-01Tone lesson-01
Tone lesson-01
 
Connect noc kreatívneho_písania_2017_oliver_jakubik
Connect noc kreatívneho_písania_2017_oliver_jakubikConnect noc kreatívneho_písania_2017_oliver_jakubik
Connect noc kreatívneho_písania_2017_oliver_jakubik
 

Similar to Voice and Tone: Creating content for humans (Kate Kiefer Lee)

Kate Kiefer-Lee: Stil og tone (Webdagene 2013)
Kate Kiefer-Lee: Stil og tone (Webdagene 2013)Kate Kiefer-Lee: Stil og tone (Webdagene 2013)
Kate Kiefer-Lee: Stil og tone (Webdagene 2013)
webdagene
 
Kate Kiefer Lee: Voice & Tone [Dec 2013]
Kate Kiefer Lee: Voice & Tone [Dec 2013]Kate Kiefer Lee: Voice & Tone [Dec 2013]
Kate Kiefer Lee: Voice & Tone [Dec 2013]
Code & Creativity
 
Copywriting Tips
Copywriting TipsCopywriting Tips
Word of Mouth Marketing
Word of Mouth MarketingWord of Mouth Marketing
Word of Mouth Marketing
AnnMillerMarketing
 
Writing for an Invisible Audience | Susan Rich of RichWriting
Writing for an Invisible Audience | Susan Rich of RichWritingWriting for an Invisible Audience | Susan Rich of RichWriting
Writing for an Invisible Audience | Susan Rich of RichWriting
Barbara Saunders
 
Cammy Bean_WordsMatter_TechLearn 2022.pptx
Cammy Bean_WordsMatter_TechLearn 2022.pptxCammy Bean_WordsMatter_TechLearn 2022.pptx
Cammy Bean_WordsMatter_TechLearn 2022.pptx
Cammy Bean
 
SM Prez 2011
SM Prez 2011SM Prez 2011
SM Prez 2011
jtaggers
 
Email Etiquette Workshop
Email Etiquette WorkshopEmail Etiquette Workshop
Email Etiquette Workshop
susan_denny
 
Storytelling Part I
Storytelling Part IStorytelling Part I
Storytelling Part I
westernmdjen
 
The Importance of Being You
The Importance of Being YouThe Importance of Being You
The Importance of Being You
cdelk
 
Messages that Matter: Making the Most of Media Interviews
Messages that Matter: Making the Most of Media InterviewsMessages that Matter: Making the Most of Media Interviews
Messages that Matter: Making the Most of Media Interviews
Jennifer Seyler
 
NEACAC 2010 Email Marketing for Admissions
NEACAC 2010 Email Marketing for AdmissionsNEACAC 2010 Email Marketing for Admissions
NEACAC 2010 Email Marketing for Admissions
TargetX
 
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
One North
 
March11 2016
March11 2016March11 2016
March11 2016
GurkanOzer.org
 
370 Sep 26 News Release
370 Sep 26 News Release370 Sep 26 News Release
370 Sep 26 News Release
Ohio University
 
April3 2015
April3 2015April3 2015
April3 2015
GurkanOzer.org
 
Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...
Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...
Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...
Erica Mills
 
Become a good speaker
Become a good speakerBecome a good speaker
Become a good speaker
Sanoy Jacob
 
Become a goodspeaker
Become a goodspeakerBecome a goodspeaker
Become a goodspeaker
happyever
 
Become a goodspeaker
Become a goodspeakerBecome a goodspeaker
Become a goodspeaker
Sanoy Jacob
 

Similar to Voice and Tone: Creating content for humans (Kate Kiefer Lee) (20)

Kate Kiefer-Lee: Stil og tone (Webdagene 2013)
Kate Kiefer-Lee: Stil og tone (Webdagene 2013)Kate Kiefer-Lee: Stil og tone (Webdagene 2013)
Kate Kiefer-Lee: Stil og tone (Webdagene 2013)
 
Kate Kiefer Lee: Voice & Tone [Dec 2013]
Kate Kiefer Lee: Voice & Tone [Dec 2013]Kate Kiefer Lee: Voice & Tone [Dec 2013]
Kate Kiefer Lee: Voice & Tone [Dec 2013]
 
Copywriting Tips
Copywriting TipsCopywriting Tips
Copywriting Tips
 
Word of Mouth Marketing
Word of Mouth MarketingWord of Mouth Marketing
Word of Mouth Marketing
 
Writing for an Invisible Audience | Susan Rich of RichWriting
Writing for an Invisible Audience | Susan Rich of RichWritingWriting for an Invisible Audience | Susan Rich of RichWriting
Writing for an Invisible Audience | Susan Rich of RichWriting
 
Cammy Bean_WordsMatter_TechLearn 2022.pptx
Cammy Bean_WordsMatter_TechLearn 2022.pptxCammy Bean_WordsMatter_TechLearn 2022.pptx
Cammy Bean_WordsMatter_TechLearn 2022.pptx
 
SM Prez 2011
SM Prez 2011SM Prez 2011
SM Prez 2011
 
Email Etiquette Workshop
Email Etiquette WorkshopEmail Etiquette Workshop
Email Etiquette Workshop
 
Storytelling Part I
Storytelling Part IStorytelling Part I
Storytelling Part I
 
The Importance of Being You
The Importance of Being YouThe Importance of Being You
The Importance of Being You
 
Messages that Matter: Making the Most of Media Interviews
Messages that Matter: Making the Most of Media InterviewsMessages that Matter: Making the Most of Media Interviews
Messages that Matter: Making the Most of Media Interviews
 
NEACAC 2010 Email Marketing for Admissions
NEACAC 2010 Email Marketing for AdmissionsNEACAC 2010 Email Marketing for Admissions
NEACAC 2010 Email Marketing for Admissions
 
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
 
March11 2016
March11 2016March11 2016
March11 2016
 
370 Sep 26 News Release
370 Sep 26 News Release370 Sep 26 News Release
370 Sep 26 News Release
 
April3 2015
April3 2015April3 2015
April3 2015
 
Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...
Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...
Pitchfalls: how to take your elevator pitch from terrible to terrific in no t...
 
Become a good speaker
Become a good speakerBecome a good speaker
Become a good speaker
 
Become a goodspeaker
Become a goodspeakerBecome a goodspeaker
Become a goodspeaker
 
Become a goodspeaker
Become a goodspeakerBecome a goodspeaker
Become a goodspeaker
 

Voice and Tone: Creating content for humans (Kate Kiefer Lee)

  • 1. Voice and Tone Creating content for humans @katekiefer voiceandtone.com mailchimp.com
  • 2. Find your voice Speak onto the page Watch your tone Know when to keep a straight face Be honest
  • 3.
  • 4. Ask questions What does your company do? Why did you start your company? Why do people visit your website? Who are your customers? What other companies do you admire?
  • 5. Ask questions If your brand were a how would youhow would you If your brand were a person, person, describe them? describe him examples of content that suits your brand. Show me a few or her? What other companies do you admire? Show meyou fewpeople to feel whenof content that a want examples they visit your website? How do suits your brand. How do you want people to feel when they visit your website?
  • 6. MailChimp is fun but not childish. clever but not silly. powerful but not complicated. smart but not stodgy. cool but not alienating. informal but not sloppy. helpful but not overbearing. expert but not bossy.
  • 8. Voice guidelines company's mission content types specific content examples brand traits personality explanation reader/customer types visual guidelines
  • 9. AMPERSANDS DATES Don’t use them. Type the word Spell out the day and abbreviate the “and.” month CAPITALIZATION DOLLARS AND CENTS Use common sense. When in doubt, Use a dollar sign. Don’t include cents don’t capitalize. on round dollars, and spell out Yaaaawn. “cents.” ese words shouldn’t be capitalized: website, internet, online, email. $35 COLONS $35.50 $35 million Use a colon if you’re telling people what comes next in the first part of 35 cents the sentence. You can choose from three support ELLIPSES options: online chat, email support or MailChimp’s Knowledge Base. Use ellipses (...) to show that you’re omitting words or trailing off before the end of a thought. Don’t use an COMMAS ellipsis for emphasis or drama. Use the serial/Oxford comma.
  • 10. "It is insight into human nature that is key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen." William Bernbach
  • 11. Find your voice Speak onto the page Watch your tone Know when to keep a straight face Be honest
  • 12. "A good teacher I know, Jennifer Auger, has a simple but effective technique for the writing classroom. When her students have blah voiceless writing, she makes them speak the following words to her before reading their text: 'Listen to me, I have something to tell you.'" Peter Elbow Vernacular Eloquence: What Speech Can Bring to Writing
  • 14. Find your voice Speak onto the page Watch your tone Know when to keep a straight face Be honest
  • 15.
  • 16. Style guide: content types e app e application is MailChimp’s heart. Its language helps people along as they create, send and track email campaigns. People using the app already know and love MailChimp, so we can have a little fun with the language–though our priority is helping them get their work done quickly. Why we do it: Duh. Microcopy Microcopy is that small but oh-so-important instructional copy that you usually see in forms and feedback messages. It might remind a user that her password has to contain a number or explain that email communication will only be used regarding a specific order. We also call it “help text,” and you see it both in the app and on the public site. It’s short and to-the-point. Why we do it: To help users complete tasks. MailChimp newsletter MailChimp’s email newsletter is a company update written by our CEO, Ben. It’s full of photos, stories, experiments, links and announcements for customers who want to know more about MailChimp. It’s casual and entertaining. Why we do it: To give customers more MailChimp news and provide an occasional behind-the-scenes look at how the company works. We are an email service, after all.
  • 17. Mascot’s jokes: an extra layer of humor
  • 20. "If advertising had a little more respect for the public, the public would have a lot more respect for advertising." James Randolph Adams
  • 21. To determine your tone of voice, consider: 1. Content type 2. e reader's emotional state
  • 22. Ask yourself What situation is the reader in that's bringing her to this content? What situation will this content put her in? How does the reader feel right now? How will this content make her feel? What can I do to maintain the reader's state of mind or put her in a better one?
  • 23. Sensitive subjects Sensitive content types health and medicine help content religion contact page politics FAQ money forms private information privacy policy translation issues failure messages and alerts
  • 24. Friendly reminder from the Fake AP Stylebook
  • 25. "No tears in the writer, no tears in the reader." "No tears in the writer, no tears in the reader." Robert Frost Robert Frost
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. Tufts University’s voice and and tone wiki Tufts University’s voice tone guidelines wikis.uit.tufts.edu
  • 33. Tufts University’s voice and tone guidelines wikis.uit.tufts.edu
  • 34. Indiana University Alumni oppositions IU Alumni Association’s word Association alumni.indiana.edu
  • 36. Macmillan Cancer Support’s empathetic writing guide be.macmillan.org.uk
  • 37. WRONG tone of voice
  • 39.
  • 44. "e consumer isn’t a moron. She is your wife." David Ogilvy
  • 45. Find your voice Speak onto the page Watch your tone Know when to keep a straight face Be honest
  • 50.
  • 51. Find your voice Speak onto the page Watch your tone Know when to keep a straight face Be honest
  • 52. Warby Parker’s roots warbyparker.com
  • 53. Warby Parker’s library warbyparker.com
  • 55. Warby Parker’s story page warbyparker.com
  • 56.
  • 57. "I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou