Collect the language you already use
Start with the way you explain the business in a good conversation. Gather existing introductions, customer questions and useful phrases from your own materials. Look for ideas that feel specific to your offer.
- Collect a few examples of current copy.
- Mark the language that sounds like your business.
- Remove claims you cannot support.
Choose qualities you can demonstrate
A voice guide is more useful when a quality comes with an example. If you want to sound clear, show how a complicated sentence becomes a direct one. If you want to sound warm, explain how that changes an introduction or a reply.
- Choose three useful voice qualities.
- Add a short example for each one.
- Explain what each quality does not mean.
Keep the message consistent, not identical
Your website, a social post and an enquiry reply have different jobs. They can share the same central message without repeating the same sentence. Let the format change while the point of view remains recognisable.
- Write one core description of the business.
- Create shorter versions for different contexts.
- Check that each version makes the same underlying promise.
Make the guide usable
A short document that people can apply is better than a long list of abstract rules. Include a few approved examples, common terms and a review habit. Revisit the language when the business or offer changes.
- Keep examples close to the guidance.
- Name who approves important new copy.
- Review the guide when a new offer is introduced.
Turn the preparation into a conversation.
You do not need every answer before getting in touch. Bring what you have, and we can clarify the scope together.
Discuss your project