Tone of voice guidelines
Tone of voice style guide
- Client:CMS Cameron McKenna
- Project:Tone of voice style guide
Highlights of our style
We strive to be:
When writing, always ask yourself, am I reflecting these?
This is relevant not just when writing to clients or outside audiences but also when writing within our firm.
- Ask yourself, who are you writing for?
- Put yourself in the reader’s shoes: what do they want to hear?
- What will make them want to read on?
- Don’t write what you think they want to be told.
- ‘You’ not ‘we’. Turn your sentences from ‘we are’ and ‘we have’ to ‘you will’ and ‘you can’.
Headlines whether on brochures, newsletters, fact sheets or articles – are there to:
- create an impact
- attract attention
- encourage people to read on.
- promise benefits
- give news/facts
- ask a question
- provide anticipation.
If your headline doesn’t interest your reader, it’s unlikely they’ll read beyond it.
How to write headlines:
- keep them short
- make them relevant
- make them interesting
- avoid ambiguity
- ask yourself: will it grab their attention and make them want to turn the page?