Tone

If our voice is our personality, our tone is our mood. It changes depending on what we’re saying and who we’re saying it to. 

Think of our traits (human, energized, guiding and empowering) as ingredients you can use to craft any piece of writing. Sometimes you might need more of one and less of another.

When we’re making a first impression (take paid ads as an example), energetic and empowering messages will resonate most. When our audience is considering our product (maybe by visiting our site or reading user tes­ti­mo­ni­als), we need to focus on proving our thought leadership and trust­wor­thi­ness. Messaging around product announce­ments or big company news will always need more energy than ​“business” stuff (like account changes), where our priority will be informing the user in an approach­able way.