“Voice and Tone: Creating Content for Humans at MailChimp” – Kate Kiefer Lee at Confab:
She described part of her job as being “to guard MailChimp’s voice, and keep it consistent across a huge range of content.” She said that the voice stays the same, but the tone changes all the time. Emotions are key to her belief on how important this. The way we write copy on the web affects the way people feel. And, she said, if you get it right, you can “get people to do stuff” — visit websites, buy products, subscribe to services.
via currybetdotnet — Martin is bravely attempting to live-blog the Confab conference, which I’ll confess I only heard of via his blog (RSS: not dead yet, whatever Google thinks).
This is good stuff. I forget, sometimes, that I learned to write primarily by writing for others. Most of the time when you’re writing for speech it’s important to have a voice in your head; when scriptwriting that has to be your character or performer’s voice, not your own. Scriptwriting is an acting job too.
Less obvious, perhaps, is that every organisation should be concerned about its voice and tone. It sounds like Kiefer Lee did a good job of articulating how that can impact the organisation’s bottom line. Read the rest of Martin’s post for some good practical advice.
Another terrific source on this is an interview with Mars Phoenix twitter writer Veronica McGregor, which still ranks as one of the STEM engagement projects I most admire.