We are human above all else, conversational, honest and supportive. People are more likely to listen to you if you sound like a person. We are not academic, corporate, trendy or pretentious.
Our tone of voice should never get in the way of clarity. If it's confusing, we're doing it wrong.
- Use first and second person when appropriate, active voice and conjunctions.
- Keep it simple.
- Be helpful and encouraging in a practical way.
- Put the benefit first, not the product first.
- Read your writing out loud; if it doesn’t sound natural, it isn’t.
- Use industry or marketing jargon.
- Be braggy or talk too much about ourselves.
- Use platitudes about learning, for example: learning without limits, transforming lives, unlock the potential.
- Be prescriptive; there is more than one way to teach.