Category: ‘tone of voice’

Why the words on your site matter more than ever

Sunday, February 24th, 2013 by piers

It’s easy to imagine that words on websites are becoming redundant in an era of  gorgeous high-res photography, audio, video and animated information graphics. But as some new research highlights, when people want to find something out online they want to read text first. Nice pictures, whizzy technology – that comes later.

How not to break bad news to your customers

Monday, October 22nd, 2012 by piers

A few months ago Orange sent a text message, without warning, to its customers and suddenly all hell broke lose. This is what they wrote:

Tone of voice isn’t enough. The message matters

Tuesday, March 1st, 2011 by piers

For many years big brands have made a big fuss about their tone of voice. Tone of voice is ‘the secret ingredient’ of powerful business writing, we have been told. Yet tone of voice is nothing without something powerful to say.

A business tone of voice for our times?

Wednesday, November 10th, 2010 by piers

Instead of swaggering around acting like your best mate, it seems that businesses are trying to talk in a more straightforward, here’s-how-it-is kind of way. Three, the mobile providers, are an interesting example.