Tone of Voice

Do this

• Use an active, rather than a passive, voice
• Be positive, optimistic, and upbeat
• Speak in everyday, approachable language
• Be honest, sincere, and factual
• Keep things simple - be concise and direct, so our 'can-do' attitude shines through
• Be human and real - bring in people-focused stories where possible

Don't do this

• Use jargon, acronyms (unless absolutely necessary), or bureaucratic terms
• User overly formal language
• Sound superior, boastful, or arrogant; instead, be relatable and down-to-earth
• Lead with a negative angle
• Be tentative; instead, use numbers and figures to add conviction
• Get too complex or pad out content with unnecessary words

Passive voice

Who and what first?

Passive voice = detail > action > subject – this means you give users other details before telling them what's been done and by whom.

Active voice = subject > action > detail – you're telling your audience who's involved and what they're doing before the detail.

Audiences get frustrated with content when you don't answer who and what first.

 

 

Passive example

The entire stretch of highway was paved by the crew.

Active example

The crew paved the entire stretch of highway.