Voice: Strategy, Implementation, & Usage

PG Bartlett, AcrolinxJames Longbotham, Acrolinx

A big tech company anonymized their content and their competitors’ content

No one could tell the difference.

So what?

“It’s costing us business.”

Relationships Now Built on Content

B2B buyers complete from two-thirds to 90% of their buying decision before they engage with the vendor.

– Forrester Research

Technical Content Important to Buyers Too

For almost 89% of buyers, high-quality technical content is either important (33%) or very important (56%) to their initial purchase decision.

– IBM Survey

Why Tone of Voice matters

Tone of Voice isn’t just decoration for your ideas, it also carries meaning.

It says things about your topic and it says things about you.

Get it right and you’ll make your message maybe a hundred times more convincing.

(Doug Kessler @dougkessler) 

Story x Voice = Impact

(Doug Kessler @dougkessler) 

easyJet’s Voice

Old New

modify change

perform do

purchase buy

terminate end

navigate go

toggle switch

obtain get

execute run

resolve fix

enable allow

choose pick

Microsoft: “Destroy. All. Robot. Language”

Putting the “Voice” in “Speak With One Voice”

Voice Scores: Create More Engaging Content

Acrolinx shows writers how their content ranks against your targets. Set

target

Target

Actual

How Voice Scores Work

Score of 100 is “highest,” not“best”– Target score may vary based on

audience & content– Also reflects your brand

Score calculations not customer-specific– Instead, you adjust targets to your corporate &

document goals

Readability

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Informality

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Liveliness

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The Right Tone of Voice…

Captivates Your Target Audiences

Reinforces Your Brand

Readability – what’s measured?

Active voice vs. passive voice Sentence length Embedded sentences

Check for errors in the logging window that appears after you restart the server that was terminated unexpectedly.

Complex words– Recurring diagnostic procedures facilitate efficient

utilization of server resources.– Regular health checks help you to use your server

resources more efficiently. And other factors…

Informality – what’s measured?

Use of the pronouns you, we, and I Contractions

If you've got a problem with your installation, don't hesitate to contact us. We're ready for your call.

Discourse markersNow, if you look at how the industry is changing, you'll notice a few interesting trends.

And other factors…

Liveliness – what’s measured?

Incomplete sentences Short sentences

– When processes work efficiently, customers get results and employees are more productive - both of which are beneficial for business.

– When your processes work efficiently, everyone benefits. Customers get results. Employees are more productive.

Active voice vs. passive voice Clichés or overused expressions And other factors…