Voice and tone

DoIT's voice and tone

What’s the difference between voice and tone?

Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss.

DoIT's voice is:

  • Educational, but not overly-academic
  • Helpful, but not overbearing
  • Expert, but not bossy
  • Technical, but understandable for non-techies
  • Relatable, not exclusive

It’s most important to be clear in our messaging. Our tone is generally smart and factual. Be clear, concise, and friendly while using plain language. Avoid jargon. Convey empathy to user, to make sure they feel confident in their financial decision.  Reduce stress.

Users are more likely to ask for advice because they need help, and won’t contact us again if they feel insulted, talked down-to, or unsatisfied.  Also make sure we are representing the UW-Madison Voice and Tone standards

For social media content: review our Social Media Styleguide.





Keywords:voice tone writing digital documents plain language writing   Doc ID:97968
Owner:ERIK G.Group:DoIT Communications KB
Created:2020-02-14 15:36 CDTUpdated:2020-06-01 08:03 CDT
Sites:DoIT Communications KB, DoIT Help Desk
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