Product tone and voice

Just as products should look and behave consistently, they should also speak consistently.

The primary job of product copywriting in ELMO is to help users complete tasks and accomplish goals, with no confusion and minimal interruption. The voice and tone we use influence how people think and feel about our products. The words we choose — and the ways we use them — sound human because they reflect human goals: building trust, inspiring confidence, making things easier, and developing a relationship with our users.

Voice is who we are. It defines our relationship with customers. Our brand character and voice attributes define our voice, and we can flex it to meet specific customer needs and desires.

Language defines the content, while emotions and atmosphere are expressed more in tone. The same content can be expressed in different tones to different users. Take an example, for experienced operators and new users, we should use different copywriting.

Anything that we communicate in writing will define how people perceive us. It is a reflection of our brand, just as a logo, tagline, or element of customer experience is.

The tone of voice is not so much what you say, but how you say it.

To avoid confusion when referring to the user, avoid mixing first-person ("I", "me", or "my") and second-person ("you", "your") point of view in the same sentence.

Give users support and encouragement, not commands or pressure. If you want to keep your users, don't blame them when things go wrong. Focus on solving problems, not blaming.

Keep messages short, informative and clear. For example, CTAs should be consistent with the message on a page.