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Tone of Voice: reviewing good examples and best practices
As a freelance UX Writer, one thing I’m often hired to do is help companies find the right tone of voice to communicate with their users throughout the product experience. More often than not, this leads to reworking the tone of voice higher up the funnel, beginning with the value proposition and marketing messaging to ensure consistency throughout the customer journey.
Part of finding the right tone of voice depends on research and asking questions like:
- Who’s the target audience?
- How would they describe this product in their own words?
- What kind of language resonates with them?
- How do they speak with their friends?
However, the other part is inevitably finding out what the company themselves envisage for their own tone. The easiest way for them to articulate this is by asking for examples.
So, here I’ve listed the 5 most frequently cited examples of aspirational tone of voice from my clients over the past year (bear in mind — I’m based in the UK). I’ve gone to each brand’s website and looked simply at the first screen, above the fold only. Here, I share my first impression of each, and hopefully learn a thing or two about tone in the process!
Innocent Drinks
Even though I work mainly with companies with entirely digital products or services, Innocent has come up more than a few times. And it makes…