TONE OF VOICE

Copywriting for retailers and other seducers.

We’ve got lots of words and we’d like to sell some of them to you.

You’ll find us rather helpful when creating a brand, setting out brand

guidelines, and creating advertising straplines or enticing promotional

messages. We have lots of useful words to use in navigational signage,

and no-nonsense instructional material. Words that suit packaging to

a T. Words to keep people awake during internal presentations.

We also have some useful alternatives to all those brand clichés you’re

trying 110% to avoid.

 

Useful, straightforward words that sound clear, simple and

to the point. Words that make people want to buy something.

Importantly, we’ll make them sound like you.

All about you.

When might you need some of our words?

We provide words for POS, window straplines, account-card collateral, press

releases, look books, catalogues, email campaigns and websites. We can tick

off name generation, editorial, annual reports and video scripts.

Internal presentation, brand bibles (ethos, graphic and tone guidelines),

messaging hierarchies, signage? Yes; in short, brand articulation.

 

And short is good.

Who do you sound like?

A tone of voice: yours.

How do we make words sound just like your brand so you don’t sound like everyone else?

Easy. We start with a whole pile of words, phrases and accents, then just take away all the

bits that don’t sound just like you.

 

Would you recognise your best friend’s voice in a crowd?

Us too (our best friend, not yours).

 

Everyone connected with a brand can then use these words. The tone, once established,

permeates a brand. Internally, it feels comfortable, correct. Externally, it stands out and

gets noticed. Just like all the individual visual aspects of the brand.

Sometimes it’s not just the words.

The context can add a potent familiarity.

Your words, contained in an instantly recognisable format, can ease the brain into engagement.

A contrasting juxtaposition can add extra weight to the meaning of those words.

Sometimes it’s not just the words.

The context can add a potent familiarity.

Your words, contained in an instantly recognisable format, can ease the brain into engagement.

A contrasting juxtaposition can add extra weight to the meaning of those words.

gake

I'll name that brand in one.

Brand, sub-brand, product, event, promotion, service.

Names are important; we all know that, don’t we Rachel? *

Before I changed my name to Wolfgang, I was called Kevin. We can help you work out

what a name needs to do, what it has to say, and whether it is the right kind of name

(abstract/literal/established/quirky/fun/luxurious).

You may not even need a new name; names already in use may just need qualifying or

quantifying (a seemingly great new name may have legal or domain restrictions).

Sometimes a name may be discounted because it is presented out of context or without the

help of a word’s best friend - typography. We’ll help you sell in name options to your team

by making them look real in some rather nice visuals.

People may make decisions on brand names simply based on their favourite cat’s name**

or over-analyse a name to the point of destruction; we’ll help you avoid that.

* Anyone called Rachel who is reading this will really be paying attention now.

** My grandmother’s first cat was called Formica.

No one wants to look bad.

Or sound bad; especially when they’re actually really good.

We’ll use words to ensure your strengths are articulated.

Since there’s a high chance you’ll be using the same sort of words as your competitors,

it’s important that yours sound the best*. Words chosen with underlying emotional content,

rather than those emerging from cold strategy have the best chance of engaging the

consumer.

Like every other aspect of communicating a brand’s identity and values, your tone of voice

can make the difference between attraction and repulsion.

Juxtaposition.

Ordinary words, made extraordinary.

Not all words shout loudly.

That’s where the use of analogous or metaphoric imagery may need equal consideration.

                             (sometimes spelled fall, faal, fahl, phaal, phal or paal) is an Indian British food, which originated inIndian restaurants in Birmingham, UK. It is one of the hottest forms of curry regularly available, even hotter than the vindaloo. It contains a large number of ground standard chilli peppers, or a hotter type of chilli such as scotch bonnet or habanero. Typically, the dish is a tomato-based thick curry and includes ginger and, optionally, fennel seeds.

PHALL

It’s not all about slogans.

Defining strategy, setting out a plan, getting to the point.

We’ll help you differentiate between volume and clarity. We’ll ration metaphor, cliché and jargon. Internally and externally, straightforward delivery, digestible bite-sized chunks (see what happened there?), and consistency of tone all enhance understanding.

Words that really engage also need to take context into account: social media,

tube poster, press release, annual report. With input from different departments

within a company, we are only too aware of how disjointed a message

So. Curious. How.

As. You. Read.

This. A. Little.

Voice. In. Your.

Head. Keeps.

Pausing.

Of course you speak fluent web.

Writing for your site is different to writing for a brochure.

Writing for your site is different to writing for a brochure.

People scan & hop on a site; they may not even start with your homepage.

If they want to read more, you can provide more with hyperlinks. This saves confronting

someone with acres of copy, yet leading them into the site so you can tell and show more.

Your site should read as more than just an online brochure. Not only can it be

more in depth about what you offer, but never out of date.

Less is more in terms of visual clutter on any one page. However, the smaller the site, the

fewer opportunities for search-engine optimisation (SEO). The shorter your site, the less

Google will be able to react to those unique information cues.

Rather like humans, Google likes reading nicely labelled, well-structured sections

with easy to digest keywords. Who doesn’t?

Good navigation goes hand in hand with good copy. If it’s regularly updated.

Section D

The Hidden Persuaders

London, UK

Branding, Identity, Print, POS, Packaging, Interiors

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T: 07860 308691

info@section-d.com

Branding, Identity, Print, POS, Packaging, Interiors