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An Explicit Step by Step Tone of Voice Guide for Corporate Communication

**What’s the most exciting thing about owning a brand? Being your own boss. What’s the scariest thing? Being your own boss!**


### Navigating through a sea of decisions

Hardly anyone can make their own decisions about every aspect of their business — so, sometimes, you just have to rely on hired professionals. 

Accountants will help you with your profits and taxes, graphic designers will take care of your brand’s visual representation, and communications specialists are there to help you find the right tone to address your clients.


Of course, finding such specialists will cost you time and money — thankfully, the latest technology can provide you with some shortcuts. 


_With Textok, you can become your own communications consultant. _


### Who is a communications consultant?


Brand consultants can work independently or as part of a marketing agency’s team. They are professionals who should know everything about brand communication and provide you with directions in this area. 


They’re supposed to ask you the right questions and help you find the right answers. For example:


How can you best describe your product? 
↓
How can you define your brand’s audience?
↓
How can you describe your product for this specific audience?
↓
What channels should you use to engage your audience?
↓
How can you adapt your brand’s copy to each of these channels?


You get the picture…


Seasoned brands will also from time to time hire consultants to revamp their communications. Companies may need to rethink or fine-tune their communications to broaden their audience or expand in new markets. 


For this, they may first require a communications audit — see [our step-by-step guide](https://textok.com/resources/guides/communications-audit-guide) to learn more about this topic (and don't forget audit [template table](https://textok.com/resources/templates/table-template-for-communications-audit)). 


### Sounds great, what are the downsides?


Recruiting an expert to tune up your brand communication sounds like a wonderful idea — does it have any catches? 


As experienced professionals, we must answer honestly: yes, it does. 


Working with consultants is costly, at times unpredictable and always time-consuming. Besides, being a communications expert does not equal being an expert in your particular business or product. 


To get around these problematic factors, we’ve developed Textok. This software makes tone of voice guidelines affordable for small businesses and individual copywriters and content creators. 


It will also serve as a mentor, one who is always there to help you avoid mistakes and hone your brand communication skills.


Stay with us as we unravel the difficulties of brand communications consulting and offer our solutions. 


### (Un)justified expenses


While advice from an expert is priceless, your budget, sadly, isn’t limitless. 


Hiring a freelance consultant or a marketing agency to develop [tone of voice guidelines](https://textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) for your brand will cost you several thousand USD dollars at a minimum. In some cases, consulting fees may quote quite a few thousand dollars. 


Of course, you’re not just paying for the consultant’s time. You’re paying for their expertise and, in some cases, their name as well. 


Sometimes merely mentioning that your brand communication was handled by the famous so-and-so can gain you high-end clients and partners. 


Understandably, invoices from such star consultants and agencies will quote four- or even five-digit sums — an investment that only a few fortunate companies can afford.


Less famous agencies and consultants will probably charge you less, with prices ranging from three to four digits. The cost of services is usually determined by the consultant’s personal and professional self-esteem, which will either match the quality of their work… or turn out to be a grand case of overestimation.


Eventually, it’s up to your customers and partners to evaluate your brand communication. No matter how much you paid for the audits and guidelines, only time will tell you how good your consultant really was. 


If revamping your communications brings you more customers, multiplies your sales and attracts desired business partners — your communications consultant did a good job. 


If your social media pages lose more followers than ever, your sales dwindle and you still don’t hear from sought-after business partners — then your consultant clearly failed, no matter how much you paid for their services.
  
  
**How Textok can help:**


Textok is [not your average writing aid](https://textok.com/resources/blog-posts/why-we-invented-textok-exploring-the-need-for-more-than-writing-aids) — it was created by brand communication professionals specifically for brand communication. 


It will follow a brand’s custom requirements in detail, allowing every brand manager to create their own unique content strategy. 


![Check tone_Empathy First.png](https://content.textok.com/uploads/Check_tone_Empathy_First_00006aff5f.png)


As for the [price](https://textok.com/pricing), creating a custom tone of voice guide on Textok — a source of truth for all your brand’s texts — will cost you 10 or even 100 times less than the services of a freelance consultant or marketing agency. 


### Communicating about communication


Besides, time is a precious resource which, unlike money or follower numbers, cannot be gained back. For a consultant to develop a communications strategy for your brand, you’ll need time to:


1.	Do some research and find a consultant
2.	See if they are a fit for you and your brand
3.	Communicate your requests to them
4.	Provide information about your brand
5.	Dialogue with them about your brand
6.	Finalize your communications


**How Textok can help:**


Of course, working with Textok will take time as well — however, this smart consultant is always ready to work with you at your own pace, any day and hour. 


Your first custom tone of voice guide will be ready in just a few minutes. Our tone of voice wizard will guide you through the most important aspects of brand communication. 


![Tone wizard_view.png](https://content.textok.com/uploads/Tone_wizard_view_129a18d06a.png)


And fine-tuning? You will do it later, updating your tone of voice guide whenever you need to reflect the latest ideas or changes of strategy.


### No one knows your brand like you do


You may lack the confidence and/or expertise to develop a communications strategy for your brand yourself, but there is one aspect for which you are far superior than any hired consultant – and that‘s for brand knowledge.


Of course, it’s your consultant’s job to grasp the essence of your brand and develop a communications strategy around it — but can they get all of it?


Your consultant will at most have several days to study your product and your audience, while you’ve been studying them for months, years or even decades. 


You’ve been there since the beginning. You had the courage to bring your business ideas to life and help them find their feet. You know every aspect of your product and the reasons for its existence. 


And if you feel unsure about putting this knowledge into words — we’re here for you. 

**How Textok can help:**


Textok was founded and developed by professionals with a decade’s experience in copywriting, marketing, communications analysis and research. 


We know which questions brand owners need to ask themselves and where to look for answers. To be more concrete, Textok’s toolkit includes more than 90 parameters to help you tune your tone of voice. 


Depending on your vision, we’ll help you find the right words and patterns to make your copy bouncy, self-confident, emphatic, friendly, professional, warm or distanced, dynamic or unhurried. 


We’ll take care of every important detail. For example, our algorithm will make sure that you always stylize your brand name the same way (in our case, it’s always Textok, never TextOk or TexTok). 


Our algorithms will keep your brand copy consistent with your chosen course, making sure that you use the same style and tone throughout all your texts, from social media posts to business presentations.


Our platform also serves as a knowledge hub. We publish new materials on a weekly basis, and everyone wishing to learn more about brand communication or copywriting is welcome to browse our blogs, guidelines and other sources. 


Sign up for the [Textok’s free beta](https://textok.com/) (as of February, 2024) now to reap the benefits that were once only reserved for a few rich and well-connected companies!


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How to Become Your Own Communications Consultant With Textok (spoiler: you can 100% do it!)

Hey there! 

We are delighted to see you. 

Please be so kind as to.. check out this manual on formality. 

Alternatively, read our new blog post **to avoid introductions like the one you have just seen**.



When seeking the [perfect tone of voice for your brand](https://textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience), it's essential to determine the required level of formality.


This manual will help you with…

•	Navigating through levels of formality 

•	Choosing the right register for your brand 

•	[Fine-tuning](https://textok.com/resources/blog-posts/fine-tuning-your-tone-of-voice-how-textok-makes-your-brand-s-voice-stand-out) your level(s) of formality with Textok


### Navigating Formality in Business Writing


Tone of voice for corporate communication can vary greatly. Conservative institutions like state governments, financial, medical, and academic organizations require impeccable formality — otherwise, they will be considered unprofessional. 

Such institutions speak with communities and other institutions, not individuals — to demonstrate this, they place themselves at a certain _distance_ from their audience, using highly impersonal, respectful, and factual language.

Private financial and banking establishments, although traditionally respectable in their communication, work directly with individuals, hence they will choose a slightly more appealing, yet polite tone.

When it comes to businesses, from fintech to food, there are hundreds of factors at play to define a brand’s level of formality. In some countries and cultures, even makeup brands for teenagers will keep an elegant and polite style in their communication. 

In other countries, the respectable middle-aged public will drift toward more approachable language when choosing a bank.


### Universal Tone Formality Rules


Besides cultural peculiarities, there are three universal factors that each brand should define for itself when choosing the right formality level for your brand’s tone of voice:

a) Your audience and its demographics: who are your customers? 
	
How old are they? Are they mostly single or in a relationship? Do they have children? 
	
Do they go to work — if yes, what do they do for a living? What do they do in their spare time? What is their lifestyle? 

It is also important to think broader — who are your clients’ friends and family? 

With whom do your clients work? In other words, what communication will your clients expect from other people and brands? What would they like to hear?

b) Your brand personality. What impression do you want to make on your customers? 
	
If you wish to emphasize your high level of professionalism, we advise you to maintain a formal register. If you prefer a more approachable image with more customer feedback, using a friendlier, less formal tone is a must.

c) Regardless of your audience’s demographics and your brand personality, your tone will also change depending on the channel you will be using. 

Most probably, your monthly newsletters will sound different from your posts on Instagram. And your brand’s LinkedIn page, aiming to impress new business partners and investors, should sound very different from your TikTok account.


### Types of voice for different platforms


Even conservative brands tend to loosen up their communication on social media. Platforms like Instagram or Facebook are spaces where brands speak directly to individual consumers.

In a physical office, your brand representatives are there to greet your clients with smiles, polite and welcoming tones, offers of coffee and tea. 

Your virtual office will lack all these non-verbal signals, which are essential for establishing human contact. Therefore, if you don’t want to deter your individual clients, you may want to sound less robotic and more human. 

For this, you will need to choose a more approachable tone… and, in many cases, add some emojis to your text.


### Getting formality right with Textok 


As you see, choosing your level(s) of formality is a demanding but necessary task. Luckily, once you have decided which direction to take, our tone of voice toolkit can help you set up and fine-tune your tone of voice.

The Textok tone-of-voice wizard allows you to set a level of formality with one click.

•	With Textok’s tone of voice wizard, you can set a general direction…

![Picture 1.png](https://content.textok.com/uploads/Picture_1_fd875d8ddf.png)

•	…or go into detail and set up requirements that will fit your brand like a bespoke suit.

![Picture 2.png](https://content.textok.com/uploads/Picture_2_851aca6c95.png)


### How to fine-tune your level of formality?


Read more about our options for fine-tuning your levels of formality:

**Forbid slang and profanity**

**Slang** refers to informal language that is often used within a specific group or community. Slang can include words or phrases that are not considered standard or formal language, and may change frequently over time. 

Think millennials versus Gen-Z — these two groups aren’t too far apart, but Zoomers won’t remember catchphrases from 1990’s TV commercials.  

So, if you want to appeal to a wider audience, it’s probably better to refrain from slang expressions. 

**Profanity** refers to language that is considered vulgar, obscene or offensive. It often includes curse words or other expressions that are considered socially unacceptable in polite conversation. 

True, slang (and sometimes even a dash of profanity) can make your brand sound more approachable for a certain narrow audience. 

However, if you want to appeal to a wider audience, we recommend that you stay clear of expressions that can sound disrespectful or offensive to the general public.

This way, your brand can demonstrate respect for your audience and show that you highly value professionalism in public communication.

**Forbid all words considered informal**

Informal (or colloquial) language is the language used in everyday conversation between friends, neighbours or co-workers in a casual setting.  

In other words, it is a language that we use in safe environments where we can loosen up a bit. 

(Examples: 

“Boss” instead of “CEO, head of company”
“Guys” instead of “colleagues”
“Right to the chase” instead of “without further delay”)

This type of language can include slang, diminutives, contractions (e.g. “didn’t” instead of “did not”) and other colloquial expressions. 

When we are among friends, we use informal language to show that we feel at ease around them, and make them feel at ease as well. 

However, when writing a business report or an important e-mail, we want to demonstrate exactly the opposite — that we are professional and focused on the task at hand. 

In such situations, it is better to refrain from informal vocabulary altogether. 
 
**Only forbid words considered as very informal**

What about the situations where you don’t want to sound neither too chummy, nor too stiff? 

Imagine a beauty brand writing a post on LinkedIn to announce that their company has just opened a new branch. Or a coworking space looking to attract more customers. 

In such cases, you would probably want to connect with customers and partners on a personal level while maintaining a professional image. 

For such instances, Textok recommends forbidding words that are considered very informal in a brand's communication, while still allowing some informality for a human touch. 

Informal language can include mild slang, contractions, abbreviations and other colloquialisms.

**Forbid all contractions**

Contractions (like “we’re”, “don’t” etc) are a common feature of informal speech. Avoiding them can help you elevate your level of formality in written or spoken communication. 

This can be particularly important in industries and organisations where formality is considered professional decorum — in prominent financial firms, pharmacological corporations etc. 

**Forbid words considered very formal**

Sometimes the situation is just the opposite. In certain industries and businesses, formal discourse can deter customers and even investors. For instance, a cool new startup will probably avoid sounding like a conservative bank. 

Avoiding excess formality will help your brand create a more approachable and friendly voice in your communication. 

Forbidding the use of very formal words will help those who don’t want to sound pretentious, arrogant or distant. 


### Best practices of business writing: be flexible


Communication is not a single-purpose tool. It is a sophisticated mechanism that uses different settings in each particular case. 

As we already mentioned, a brand will need to switch registers from platform to platform. You will also communicate in different ways with institutions and businesses vs. individual customers. We at Textok know how it works — that’s why we made it possible for you to set a custom tone of voice for each particular channel. 

For example, we generated an invitation for a video call [using Textok out-of-box tones of voice and Chat-GPT](https://textok.com/resources/blog-posts/writing-with-prompts-like-a-sculptor-textok-teaming-up-with-chat-gpt).

Using our “Friendly and easy-going” tone of voice, you could invite your customers like this:

“Hey! We're so excited to invite you to a demo video call for our awesome new product. Get ready to be amazed! Join us and experience the magic yourself. Can't wait to see your smiling face!”

While in our “Self-confident and slightly formal” tone of voice the same prompt returns a very different text:

“During the video call, our expert team will guide you through a comprehensive demonstration, showcasing the remarkable features and capabilities of our latest innovation. This will provide you with a firsthand experience of the product's exceptional performance and its potential to enhance your daily life.”

When building a brand’s tone of voice, it is highly important to make your own rules. However, it’s virtually impossible to follow these rules on a daily basis [if they are not automated](https://textok.com/resources/blog-posts/why-we-invented-textok-exploring-the-need-for-more-than-writing-aids) — and that’s where Textok has got your back. 

**Sign up for a [free Beta](https://textok.com/) version of Textok and try a new way of brand writing — creative, easy and perfectly consistent!**





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A Deep Dive into Tone Formality Rules and the Spectrum of Voice Tones in Business Writing

_Love. Pain. Loss. Gender. Sexuality. Disability. Age. All are integral parts of everyday life, yet the corporate communication of many brands struggles to approach these phenomena in a respectful and emphatic way._




While much ink has been spilled discussing ageism in visual communication, discriminatory language is harder to detect and, therefore, harder to get rid of. 


Yet if your brand values inclusivity, making sure you don’t use words or phrases that sound offensive to certain groups is of the utmost importance.   


In this blog, we’re dealing perhaps with the most poignant case in point. Regardless of our gender, race, or political and spiritual views, we are all woven into the fabric of time. 

We never know for sure how the years are going to treat us, and we are all scared of it to some extent. 

Perhaps this is why discussing age can be so awkward — ageism means discriminating against your future self! Paradoxically, ageing is the most natural thing in the world, and yet such a sensitive topic. 

We’re here to help you deal with it from a copywriter’s point of view. 

In this blog, we share our thoughts on ageism in marketing communication, in addition, we have also [comprised a manual](/guide/anti-ageist-tone-of-voice-manual) with words and phrases for more inclusive and age-respectful communication.  

If you would like to add something to our guide, feel free to save it in your notes for later editing. Textok is trained to spot inappropriate phrases and clichés, and you can add your own examples depending on your needs and preferences to make our manual fit your company and brand like a glove. 

So how do we at Textok prevent ageism in our communications? Here are some tips... 

- Do Mind the Nuances
- Do Mind the Context
- Do Use Your Common Sense
- Don’t Act Surprised
- Don’t Be Overly Enthusiastic
- Do Check Your Humour 
- Don’t Assign Roles

### Do mind the nuances

Minding the nuances is key to successful communication. There are some terms that many over-60s either prefer or dislike being called, yet they can sound pretty much the same to the unemphatic ear. “Elderly” is considered patronizing while “elder” is perceived as respectful.  

“Senior citizens” sound bureaucratic while “seniors” are deemed neutral. “Old people” is offensive, while “older adults” is not. 

We at Textok personally prefer the phrase “over-60s”, and we’ll later explain why. But, of course, context is always to be taken into consideration.

### Do mind the context

Calling your over-60s “elders” will sound tragically out of tune when you’re promoting a night cream or hair dye. 

However, when you’re writing about a product or service aimed at caregivers and care receivers, such as age-specific medical procedures, “elder” (NOT elderly) will sound respectful and neutral. 

It is also more accurate than “relative” or “close one”, as someone may act as a caregiver for a family friend, former mentor or a neighbour whose family is not around.  

In some contexts, even when the product is clearly aimed at an over-60s audience, it is altogether better not to mention ageing, using specific age numbers instead. This is not only less controversial, but also clearer and more inviting to act. 

The same “be specific” rule applies to other aspects of communication. Is it really important to say that the revitalizing serum will “fight skin ageing” when it is better to inform the consumer that it will target fine lines and dehydration? After all, the specific issues are what your customers care about, not abstract “ageing”. 

### Do use your common sense

Empathy is key to successful communication. It’s always better to write from experience – if not yours personally, then that of a family member. Don’t be tempted by the cliché image of a silver-haired couple walking along the beach, their smiles more radiant than the sun. 

Think of the older people you’ve met over the course of your life. What really made them happy? What made them sad? How were they different from those Hallmark pictures? 

What did they have in common with those images? And, most importantly, what did they have in common with you?

### Don’t act surprised

Regardless of our age, we all resent being patronized, especially in an insipid and overly-enthusiastic tone. This’s why we highly recommend avoiding click-baity phrases like, “Look what this grandma is doing at 75!”, “85 and still looking as handsome as ever!” 

The fact is that people do different things at different ages. Some of these things may indeed seem admirable, and practically everyone enjoys hearing praise, but most of us still prefer to be admired for what we do, not the age we do it at. 

What would you prefer to hear about yourself? “28, and they’re already writing great copy!” / “They’re still writing pretty damn good copy at 54!” Or, “They write great copy!”?

Same goes with those older than you. “Betty is such a good dancer!” or “Betty, 85, is a great dancer” will sound more respectful and sincere than, “At 85, Betty is still a great dancer and she’s not planning to stop anytime soon!”

### Don’t be overly enthusiastic

Another typical mistake brands tend to make is denying the realities of ageing. Just as there’s nothing mind-blowing about “still” being a good dancer at 85, sadly, there’s also no way around the fact that for many people, ageing comes with health issues that make dancing impossible. 

Implying that “age cannot stop you from doing the things you love” may sound inspiring in one context and hurtful in another. Imagine living with constant joint pain and hearing that “age is just a number”. 

Puzzled about finding your way between these extremes? Focus on the concrete benefits of your product. 

“This product relieves pain so that you can keep doing the things you love” may not sound as enthusiastic as, “With this product, there’ll be nothing to stop you!”, but it is honest and thus speaks to the audience more directly. 

### Do check your humour

Since old age is such a universal topic, joking about it never gets old (pun intended). We love and welcome humour. But we’re convinced that when profits and a company’s image are at stake, discretion is best used when writing humorous copy.

Your family and friends may admire your grandmother for her sarcastic remarks on ageing and memory loss, but before you draw inspiration from her, we’d like to remind you that you are not your grandmother! 

Her joking about her “senior moments” may sound genuine and funny, but you replicating her wit will probably just sound mean.

Or think of someone who acts as a caretaker for an elderly relative. A person who feeds and bathes their loved one because they’re no longer able to do it themselves. 

How do you think this person feels when they hear a millennial joking about how a certain former child star of their generation makes them feel old?

Remember that copywriting is not just about amusement. Your main goal is to establish a positive connection with your customers — not to challenge, hurt and alienate them.

### Don’t assign roles

Some may argue that the term “over-60” sounds generic and bland. We at Textok say it’s neutral and applicable when the age of a target group really does matter. 

While words like “retirees”, “elders” or “grandparents” assign roles to your audience, the term “over-60” refers to everyone in the same age group without judgement or bias.

Your over-60s may be retired but they may also be working or studying for a new career. Some of them may have children and grandchildren, some may be happily or unhappily childless. 

Some of those who have children may not be in close contact with them. Every person has their own life story, and no one likes to be viewed as a cliché. 

This is why our general advice to you on avoiding ageism in your communication is to simply be human and see the human in others. 

Your target audience, whether they’re over 60 or under 20, are people just like you. They want to be seen and treated with respect. 

They don’t want you to look over their heads because you’re fixated on a stereotypical image. They probably have more in common with you than you think. 

Going off the beaten path and avoiding stereotypes can seem hard. But actually, when you look past the hackneyed ideas and into your own knowledge and experience, being genuine is the easy way. And certainly more rewarding. 

For more tips on anti-ageism, [see our manual](https://textok.com/resources/guides/anti-ageist-tone-of-voice-manual).

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Age-Inclusive Copywriting: tips to eliminate ageism in your content


## How to be truly inclusive: an anti-ageist tone of voice guide

Feel free to _download this inclusive language guide_
[Anti-ageist tone of voice manual](https://content.textok.com/uploads/Anti_ageist_tone_of_voice_guide_7f8e9bc118.pdf)

This guide was written as a practical addition to our blog on anti-ageist copywriting.

Because so many sources on anti-ageism in marketing communications are focused on imagery, we at Textok felt a need for creating a text-oriented manual.

Here you’ll find examples of phrases to be avoided in communication if you
don’t want to sound ageist, along with suggestions on how to make your
copy more inclusive.

These recommendations apply to three types of content:

• Content exclusively aimed at older customers
(e.g., beauty products and medical services developed specifically for
customers over 60)

• Content indirectly aimed at older customers

Actually, most products aimed at older customers are also viewed by people who may want to buy this product for an older person in their life — for example, a millennial may be interested in buying a tastefully packaged intense-action serum for their parent.

However, copy for some medical services and products, as well as de-
vices or services for assisted living is often specifically aimed at those who act as caretakers for older people.

• Pretty much any type of content

Just because a product or service is meant for a younger audience
doesn’t mean that anti-ageist recommendations don’t apply.

Firstly, everyone benefits from inclusivity. An environment where one cohort is treated positively while other groups or individuals are regarded as inferior is by definition less friendly than an environment where everyone feels welcome.

Secondly, chances are that some of your younger customers may
be sensitive to ageism for personal reasons related to older relatives,
friends or mentors. Or maybe, they just know that they, too, will age.

Our bottom line is, ageism is never OK, and we’re here to help you avoid it in your communications. If you’d like to add something to our guide, feel free to save it in your notes for later editing. 

Textok is trained to spot inappropriate phrases and clichés, and you can add your own examples depending on your needs and preferences.

### Decide whether age is really relevant

Obviously, there are products and services that will be of more use to older
customers — there’s no way round the fact that our bodies change in the
course of our lives, so do many of our physical needs.

Still, our lifestyles vary greatly no matter what age we are. Many 25-year-olds are into houseplants and [cottagecore](https://en.wikipedia.org/wiki/Cottagecore), many over-60s resent gardening and enjoy checking out new hotspots around town. 

This doesn’t mean there’s anything wrong with a vice versa setup.

And although we’re not arguing with the reality of targeting, we highly recommend taking individuality into account. Don’t think of your audience as a homogenous hivemind — think of them as a large group of individuals.

There are indeed very few age-specific products. Electronic devices, cosmetics, comfortable shoes, eyewear or [shampoo for grey hair](https://www.youtube.com/watch?v=qBh09Mb_PbM) are used by people of all ages.

This is why we recommend you try to avoid focusing on age specifics when possible. It’s better to say that a certain brand “has eyewear for every lifestyle” than to say that “no matter how old you are, we have the perfect glasses for you”.

![Screenshot 2023-06-08 at 15.07.15.png](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_07_15_ceeecd9bce.png)

### Where age is relevant, be respectful

There are some terms that over-60s prefer to be called and others they dislike, yet they can sound pretty much the same to the unemphatic ear. “Elderly” is considered patronizing, while “elder” is perceived as respectful. “Senior citizens” sounds bureaucratic, while “seniors” is deemed neutral. 

We at Textok personally prefer the phrase “over-60s” because it refers to everyone in the same age group, without judgement or bias. 

![A list of examples for anti-ageist tone of voice tips](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_23_01_c58db880e1.png)

### Be specific

If it is necessary to mention the customers’ age, we recommend being specific. By mentioning concrete numbers, you’ll save your consumers time because they’ll immediately know that the product is meant for them. 

You’ll also demonstrate a transparent approach that will add to your market trustworthiness.  

![A list of alternatives for anti-ageist tone of voice](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_24_31_57c217fa40.png)

Focusing on the concrete benefits of your product instead of vague epithets like “anti-age” or “rejuvenating” will also earn you some bonus transparency points.  

Saying that your new serum will target fine lines and dehydration is much more informative and truthful than stating that it will “fight ageing”.

![A list of alternatives for anti-ageist tone of voice](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_26_13_559e55c427.png)

### Don’t attribute negative meaning to age

There’s no logic in implying that ageing is something bad and is to be avoided at any cost. Ageing is a natural part of life and by stigmatizing it, we’re only making it scarier. 

This is why we recommend excluding words like “anti-age” from your copy,  substituting them with specific claims that highlight your benefits. 

![Be specific instead of just saying "anti-age"](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_34_57_f685f4190d.png)

For the same reason, we recommend avoiding any implication that the best  thing that can happen to an older person is to feel young.  

A human with a rich life experience is able to identify so many different feel ings and sensations. Why limit them to a one-dimensional juxtaposition of  youth and old age?

![List of alternatives for collocations with "young" ](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_35_02_9ac5446fb9.png)

![Alternative to saying "Feeling young again"](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_35_09_97b9025eff.png)

### Don’t exclude older people from communications

The more you stigmatize someone, the harder it is for them to fit in the community, the further apart you grow from each other.

This is why we discourage implying that certain things are by default meant  for younger people. Intergenerational communication is enriching for both  sides — so why limit your own growth? 

The problem is, some words or phrases may signal exclusion indirectly — there’s nothing bad about them per se,  but they’ve become designators for the younger generation. While you may  not intend to exclude older people by using them, they may feel they’re not  welcome as your customers or employees.  

![Tips for avoiding hurtful notions](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_35_15_59c1916772.png)
### 
Don’t try to be funny at the expense of older people 

When a senior jokes about their age, it’s authentic humour. When a younger  person jokes about something attributed to ageing, it’s usually mean and not  really funny. 

We love and welcome humour. But copywriting is not just about amusement.  Your main goal is to establish a positive connection with your customers —  not to challenge, hurt and alienate them.

![Do not joke about age](https://content.textok.com/uploads/Screenshot_2023_06_08_at_15_35_31_cc43e3d218.png)

### Please, no boomers!

Once a neutral term describing people born from 1946 to 1964, in recent  years the word “boomer” has clearly become derogatory.

We can only hope that those who come after us will be more emphatic to  the generational cohorts of Generation X and millennials … Oh… who are we  kidding? 

![Alternatives to offensive "boomers"](https://content.textok.com/uploads/Screenshot_2023_06_09_at_11_54_10_7b6891b087.png)

### Respectful doesn’t mean cold

Sometimes, when a brand wants to sound respectful, they opt for a language  that is official and therefore feels cold. In fact, there are many ways to show  respect for your elders. One of them is avoiding cold bureaucratic language  that makes a person feel more like a statistical unit than a human being. 

Getting rid of the bureaucratese results in a warmer, more welcoming Tone of  Voice for your brand — a good thing in itself, irrespective of the age of your  target audience.

![Alternatives to the words "facility"](https://content.textok.com/uploads/Screenshot_2023_06_09_at_11_54_21_121a4e6d26.png)

![Respectful does not mean cold in inclusive communication](https://content.textok.com/uploads/Screenshot_2023_06_09_at_11_54_26_220c66c062.png)

### Activities have no age limit

We highly recommend against using clickbait phrases like, “Look what this  grandma can do at 75!”, “85 and still looking handsome as ever!” 

People do different things at different ages, and most of us prefer to be admired for what we do and how we do it, not the age we do it at. 

![People do different things at different ages](https://content.textok.com/uploads/Screenshot_2023_06_09_at_11_54_33_9b3eb3959c.png)

### Denying age isn’t anti-ageist 

Every stage in our lives has its challenges. What for some people is the time of joyous self-rediscovery, can be for others a difficult period of re-adjustment. Often it’s both.  

There’s no way around the fact that our bodies change with time, although  these changes can be quite disparate and come at a different pace. 

Ageing is natural, and the if-I-pretend-not-to-see-it-maybe-it-will-go-away  strategy isn’t very effective. It may sound like an inclusive choice, but in reality it just makes people feel invisible.  

This is why we recommend avoiding clichés like “age is just a number” or calling the latter decades of one’s life the “golden years”. Of course, this may be true for many people, but no two life stories are the same. Happiness and  misfortune, connection and loss occur at different points of one’s life.  

However, it’s exactly for this reason why bigger terms like “ageless” can be  used when you want to explore the philosophical aspects of time and age.

![Age is not just a number](https://content.textok.com/uploads/Screenshot_2023_06_09_at_11_54_41_5deff07ecc.png)

For some inspiration, we highly recommend watching these [advertisements  by Tena](https://www.youtube.com/watch?v=GW3RlTmapRs). Here, age is neither glamorized nor demonized. We see both the  challenges and the opportunities that it presents. 

What’s also important, we  see that everyone has their own story and we cannot but wonder how our  own lives will be several decades from now. By all means, we hope that by  then, ageist language will be a thing of the past! 

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Anti-ageist Tone of Voice Manual

_When a client approaches you with a new copyrighting task, you may feel the urge to draw up a draft right away as your brain is already buzzing with ideas. Or you may feel at a loss because you only have a vague idea about the product you’re required to write about. In any case, both you and your client will undoubtedly benefit from investing time and effort in a structured interview._




Unlike a free-flowing exchange of ideas between you and your client, a structured interview is a type of conversation where you keep to a list of predetermined questions. 

This will help you control the dialogue in order to get a clear picture of the task at hand. Next time you embark on a new project, here are three things you need to keep in mind to get the most from the client interview :

- Be prepared, like really well (what does it mean, anyway?)
- Formulate questions
- Give structure
- Plan timing
- Record
- “How” is just as important as “what”
- What is the interview really for?
- Note wording and consistency
- Look and listen between the lines

Let’s go!

### First, be prepared, like, really well

This interview is called “structured” for a reason. And you — the copywriter and interviewer — are the ones responsible for its structure. To start, make a list of all the questions you would like to ask your client.  

Keep in mind that it is you, and not your client, who has the most knowledge about writing. On the other hand, it is the client who has the most knowledge about the product. 

_Formulate questions_
Focus on the client’s point of view to gain a deeper insight into the subject. Instead of asking, “What [tone of voice](https://textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience) would you prefer?” inquire, “Who would you like this product to appeal to?” 

Instead of asking, “What message are you trying to send?” clarify issues like “What is the most important thing about your product that everyone needs to know?” 

_Give structure_
After writing down all the questions you need to ask the client in order to have a full picture about a product and a company (or any other topic you write about), divide the list into logical thematic sections (for example, it could be the structure of the website for which you are creating the texts). Once again, structuring is the way to get the most out of your interview. 

_Plan timing_
Now it is time to trim the excess. Go through your list once again and highlight the questions you find the most indispensable and to-the-point. 

Get rid of less important questions — for example, questions such as “How do you see your customers?” and “What is your target audience?” are pretty much the same.  

Even though the client’s answers may vary greatly in length, we would recommend keeping the interview to 15-20 questions. 

Most sources cite that answering basic questions takes from 30 seconds to 1 minute, and answering more difficult questions will take up to 4 minutes. 

In our experience, 60-90 minutes is the optimal length for an interview. This includes the time to clarify your client’s answers or rephrase some questions for the client, if needed. 

Remember that answering your questions will demand a lot of focus and effort on the part of the interviewee, so your interview cannot last forever.   

_Record_
We always try to have at least two people conducting the interview — one taking notes and checking the recorder from time to time, and the other asking questions and keeping eye contact with the interviewee. 

If that isn’t possible, you definitely need to at least record it, using your phone or a simple audio recorder (make sure your gadgets have a full battery)! Don’t forget to be clear and open about doing so, asking for the interviewee’s permission. 

### Second, “how” is just as important as “what”

Even though your questions will be focused on facts, the purpose of meeting for an interview is not just about gathering information. In fact, you can always ask your client to prepare a brief for you with everything you need to know about the product and the task at hand. 

**Such briefs can be sent via messengers, e-mails and — in the best-case scenario — created in Textok. If you choose the latter option, you can be sure that all your clients’ demands, briefs and other materials will be always at hand, mind-mapped for your convenience.**

_What the interview is really for_
So, what is the main purpose of conducting this interview? To give your clients the opportunity to talk about their project in their own words and to see how comfortable they are with their own wording. 

This way, you are going to obtain a deeper, much more detailed picture of the broad subject you will be writing about, as well as your current assignment. 

_Note wording and consistency_
Note your client’s choice of words. How do they talk about their goals? Their audience? Their product? What adjectives do they use? 

Do they nod enthusiastically when you repeat these adjectives to them? (“So, you’re saying it’s a luxurious experience?” — “Yes, exactly!”) 

Or do they look perplexed when you cite their own words back to them? This most probably means your client is still looking for the right language and tone to communicate with their customers and partners.

Does your client use a lot of technical terms or professional jargon? Can you use this to your advantage? Does anything they say sound like a perfect quote for your article? Note any keywords and phrases you could use later. 

Are your client’s wording and attitude consistent with their demands? Do they act and speak in a warm and down-to-earth manner when they tell you they would like their SMM posts to sound informal and playful? 

Or does their attitude strike you as distinctly business-like and uptight, despite their request? In this case, you might want your next conversation to focus on finding a common ground on what a “friendly tone” specifically means in this case. 

Moreover, you are not just looking for verbal clues during an interview. Which brings us to our next point of discussion —

### Third, look and listen between the lines

Non-verbal clues are an important part of the information that you’re going to obtain during your structured interview. They can guide you in the direction of the [desired wording and tone](https://textok.com/resources/blog-posts/brand-tone-of-voice-development-go-specific-or-go-home), even if the customer has difficulties formulating their demands. 

We’re not urging you to train your mind to the highest level of alertness so that you observe every tiny detail in the room while guiding the conversation. 

We merely recommend that you don’t disregard the things you may organically notice during the meeting. 

The surrounding environment can serve as an invaluable source of information (or inspiration). So can the facts you find out along the way. 

What does your customer’s office look like? Does the office interior reflect an interest in design and aesthetics? Does the environment look totally unfamiliar to you or does it remind you of other customers you’ve worked with before?

What is the company culture here — does the head executive make all the decisions or are they eager to ask their colleagues to pitch in with new ideas? Who approached you with the assignment and who is present at the meeting with you?

Note the pace of the conversation. Does your customer talk so quickly, that you have to ask them to pause so that you can jot down some notes? 

Or do they tend to talk slowly and carefully, taking time to find the best words to describe their business? How important is it for them to stay precise and to-the-point?

Of course, not every verbal or non-verbal moment will prove useful later on. However, even the most insignificant details can provide the necessary substance for your writing and make your work stand out. 

All in all, a structured interview with your customer is a sure-fire way to begin a new project. And yes, the preparation, as well as the discourse itself, will certainly take time and effort. 

However, at the end of the day, the interview will radically reduce the turnaround needed for approval of the copy. Which also means less time to invoice and more time for other exciting projects.  ☺

How you need to prepare for structured interviews

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Structured Interviews: 3 things you need to keep in mind when planning and conducting one

_Doesn’t it seem odd how difficult it is to choose words for things everyone inevitably comes across at some point in life? Love. Pain. Loss. Gender. Sexuality. Discrimination._



Sadly, we humans have mistreated each other for as long as we have existed. But we at Textok want to believe that humanity has already gone a long way to acknowledge and fight discrimination. 

We also know that the fight is far from over and contributing to it is a must for our team. 

That’s why we are writing a series of articles and guides on inclusive copy. 
In this blog article, we share our thoughts on sexism in marketing communication. In addition, we have comprised a guide with practical tips for creating less sexist content. 

If you would like to add something to our guide, feel free to save it in your notes for later editing. 

Textok is trained to spot inappropriate phrases and clichés, and you can add your own examples depending on your needs and preferences to make the Textok manual fit your company and brand like a glove.

So, what are our thoughts on sexism in copywriting, how can we work together to combat sexism in your communications? 

### Sexism hurts everyone

There is simply no arguing that in the course of history, women have been oppressed way more than men. However, we believe that prejudice does not merely hurt the oppressed — it hurts the whole of society. 

The less freedom and self-expression there is for women, the less freedom men have, simply because they are bound to a specific masculine code of dictated behaviour discernible to that of the ‘opposite sex’ (why opposite, anyhow?)

To name one example, experience and common sense tell us that the same people who like to say things like “Man up!” or “Grow some balls!” not usually happy to hear these words back when they find themselves in a difficult situation. 

In the long run, everybody benefits from a system where sympathy and respect are inherent, not precious commodities reserved for a chosen few.

We encourage everyone to participate in the fight against sexism — if not for the sake of others, then for your own dear selves.

### Copywriters at the informational forefront

We believe that copywriting plays a crucial role in this fight. Whether you like it or not, brands’ voices are an intrinsic part of your informational background — no matter where you live and what your income is (or whether you have any income at all). 

Brands contribute a great deal to public opinion and the emotional climate in society. Communication and texts are not simply about promoting products and services but about promoting ideas and values as well. This is why inclusive language is always a good idea.

How do you address your clients? When writing about products typically associated with male or female customers, do you try to make your copy more inclusive so that men feel no shame in using beauty products and women don’t feel excluded from the lucrative world of construction tools?

When you use humour in your copy, do you check its offensiveness with anyone? 

Do you try to make your storytelling diverse by attributing activities traditionally associated with one gender to characters of another gender?  (“Her daughter Marla came home from football practice. 

John, being a nurse, cares about his patients.”) Do you use non-binary characters too? (“Lee, who works at the post office, loves their job.”)

Of course, these are all details. But writing is all about detail, whether you are working on a poem, an academic paper or an advertisement. Change is a complex and lengthy process, and big heroic acts need to be aided by smaller efforts — including those of copywriters.

### Sexist jokes are never okay

Toxic, sexist humour. “How do you hide a carton of cream from your husband? Just put it in the refrigerator, he’ll never find it!” “Looks like my brother has got man flu,” and so on… 

Are misandrist jokes funny? Yes, they sometimes make us laugh. Do they really balance the scale of social justice? We highly doubt that. 

First of all, misandrist humour usually doesn’t target misogyny. It targets men. Even more so, it often targets men who want to be feminist allies. Men who are supportive of their wives, sisters, daughters and friends. Men who are willing to unlearn misogyny and educate themselves about feminism. 

We at Textok believe in the power of humour. And precisely for this reason, we think that including humour in your copy is a serious decision. (One day, we’ll write a blog on this!)

When you decide to use humour in your copy to take on sexism, ask yourself whether the joke targets prejudice and stereotypes rather than men or women as a group. 

Without disclosing the brand, try the joke on several people whose ethics you trust and ask them how they understood the gist of your remark. If anyone from your focus group finds the joke uncomfortable, ask them how they would rephrase it to make it less sexist and more anti-sexist.  

### Sexism goes hand in hand with transphobia
(Keep your pronouns in check)

We are convinced that resisting sexism is impossible without transgender awareness. Misogyny and misandry not only target cisgender women and men — they target transwomen and transmen as well. 

The same goes for non-binary people. Whether it’s aggressive mocking or passive ignoring, it is still discrimination.

Our stand on gender is pretty simple — everyone has a right to their own gender identity. In most cases, we imply that our copy will be read by male, female and non-binary people simultaneously. This is why we will use the neutral “they” whenever possible. 

If there are no neutral pronouns in your language, we advise you to use plurals whenever possible (“Clients can create accounts using their e-mail”). 

We know this isn’t a perfect solution because plural forms are gendered in many languages. 

However, when you use the plural in your writing (Clients), the reader will probably picture a multitude of clients of all genders, not an abstract male client, as would be the case with a singular noun.

### High heels and white collars
(What about formal communication?)

In many cases (especially in conservative white-collar fields like banking and finance), gendered communication is often preferred to gender-neutral communication out of pure habit. 

Oftentimes the only reason why a brand addresses its clients as “Dear Mr./Mrs.” instead of “Dear [First Name]” is not the management’s strictly binary views but the fact that the brand has not considered updating its communication patterns from several decades ago. 

While high heels are no longer mandatory at even the most formal functions (finally!) and neckties seem to be going extinct, formal communication is also changing. 

What was considered unacceptably chummy 30–20 years ago (like addressing the client or partner by their first name) is becoming the neutral norm in many societies.

Of course, the rules vary significantly from brand to brand but there is no doubt that the paradigm is shifting. 

So, if you are working on a brand’s communication, feel free to question the necessity of addresses like “Dear Mr./Mrs.” and use gender-neutral greetings whenever possible. 

### Yes, you have to pick sides

Now, when a large part of the world population has accepted the sad historical truth of oppression and discrimination, we are trying to right this global wrong. 

However, there is no right or wrong way as to how exactly this should be done – as long as we attempt to work together with a patient ear and empathic heart. 

Still, the complex pattern of views and opinions regarding sex and gender can be confusing. 

Should you strictly ban specific terms from communication or try to reclaim them by putting them in an empowering context? Do you use “Latinxs” or “people of Hispanic origin”? And what about the much-debated terms like “menstruating persons” or “people with a uterus”? 

On the one hand, these terms are more trans-friendly than “female-bodied”; on the other hand, they reduce one’s essence to a bodily function. 

There are some practices on which there is no consensus. Some brands and individuals use them to demonstrate inclusivity and make everyone feel seen, while others find them unclear and sometimes even dehumanising. 

While we cannot provide a recipe that fits everyone because every brand is different, we are sure that consistency is the key.

Depending on your target audience, goals and values, you may choose either an entirely gender-neutral or a gendered approach. 

You may embrace the recently-created suffixes and terms in your language and use them in your content, or you may communicate inclusivity with more conventional means.

The sad truth is that you will never make everyone happy. No matter what approach you run with, some (hopefully, the majority of your audience) will like and support you, some will find you uninteresting, and some may resent you. 

Brand communication is no different from real life in that aspect. We all have friends, as well as we all know people who don’t love us — it’s only normal.

However, your aim as a brand is to keep and grow your supportive audience. And to achieve this, you need integrity. 

By switching between several approaches, you will alienate the audience who supported you initially and earn even more distrust in the eyes of those who did not like you in the first place.

Clear [communications guidelines](https://textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication), backed by practical examples, will not only save you time and effort — they will help you keep your integrity and build a mutually rewarding relationship with your customers and partners. 

So, be emphatic, be thoughtful, be consistent — and don’t forget to [look at our inclusive language guide](https://textok.com/resources/guides/anti-sexism-tone-of-voice-manual) for more tips on bias-free brand communication. Together, we can make an effort that counts!

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Inclusive Copy: how not to be sexist

_[We continue](https://textok.com/resources/blog-posts/textok-and-chat-gpt-4-teaming-up-get-the-text-you-need-in-minutes) our experiments by feeding Textok prompts to ChatGPT 4, in order to get better texts, faster. This time we decided to test the Empathy First tone of voice from the Textok’s library and write an email declaring a drastic layoff in a company._


Writing often has a lot of similarities with the work of a sculptor — you put your main idea down, then you add something, you rewrite other parts or take something away. 

And in the end, there is fine-tuning, word replacement, and final tweaks. 

Luckily, there is Textok to tell exactly what should be added, taken away or replaced in order for your text to comply with your brand’s tone of voice. 

Laying off employees is never easy for a company, and declaring about it is a tricky and vital element in crisis management. To handle the task we chose Empathy First tone of voice that puts emphasis on acknowledging feelings, building trust, creating and maintaining relationships, and is best suited for customer support texts, apologies, layoffs and crisis management communication in general.        

### Round 1 — a general request by a human

Dear Chat, I need to lay off 30 employees — please write an email delivering the news.

ChatGPT 4: 
Subject: Important Company Update: Workforce Reductions
Dear [Company Name] Team,

I hope this email finds you in good health and high spirits. It is with a heavy heart that I must share some difficult news that will impact our organization. Due to the current economic climate and recent unforeseen challenges our company has faced, we have been forced to make the tough decision to reduce our workforce. This decision is not one that was made lightly, and it comes after careful deliberation and analysis of our company's financial situation.

Unfortunately, this means that 30 of our valued team members will be laid off, effective [date of layoff]. We understand the emotional and financial distress this may cause, and we want to assure you that we are taking measures to ensure a fair and transparent process during this challenging time.

The affected employees will be informed through individual meetings with their respective managers in the coming days. We have partnered with an outplacement service to provide support and assistance in transitioning to new employment opportunities. This service will offer guidance on job searches, resume updates, interview preparation, and networking strategies.

For those who will continue to work with us, please know that this decision was not taken in haste. We are committed to doing everything possible to support our employees during this difficult period. In the coming weeks, we will work closely with each department to ensure a smooth transition and maintain operational efficiency.

We understand that the news of layoffs can create uncertainty and concern. We encourage open communication and invite you to share your thoughts, ideas, and concerns with your managers, HR representatives, or myself. We are committed to being transparent about the situation and addressing any questions you may have.

In the face of adversity, our company has always demonstrated resilience and adaptability. It is our belief that together, we can overcome these challenges and emerge stronger than ever. We appreciate your understanding, cooperation, and support as we navigate this difficult time.

If you have any questions or need additional support, please do not hesitate to reach out to your manager, HR representative, or directly to me.

Thank you for your continued dedication and commitment to [Company Name].

Sincerely,
[Your Name] [Your Title] [Company Name]

**“Workforce Reductions” — seriously, Chat? I don’t think anyone would like to be called “workforce” and feel not miserable when being “reduced”. This email is not helpful — the text is convoluted, has repetitions in it, and doesn’t really convey how sorry we all are as an imaginary board of directors. Such an email would make many people unhappy and even angry, as it seriously lacks empathy. Let’s see what Textok thinks about it.**

![Screenshot 2023-04-10 at 16.41.23.png](https://content.textok.com/uploads/Screenshot_2023_04_10_at_16_41_23_54bc29fa76.png)
_Picture: This is how Textok’s prototype looks in April 2023, before the launch_

Yes, we and Textok are of the same mind — the sentences are way too complex, the text lacks emotions and the flow is far from perfect. Let’s put everything into a prompt for Mr Chat. 

### Round 2 — a request to ChatGPT, using a prompt from Textok

Dear Chat, please write the same letter, but 1) use easy-to-understand sentences 2) eliminate rare and unusual words — consider replacing them with more common alternatives 3) limit the use of abstract terms that make the text less vivid — replace the abstract concept with a more concrete, tangible alternative 4) don’t use passive voice — turn it into an active voice 5) avoid repetitions (like the one about the HR representatives) 6) and the text also needs to be way more emotional, as we are deeply sorry. Please, also make the email shorter and add the name of the company — CompanAI.

ChatGPT 4:
Subject: CompanAI: Sad News – Job Cuts
Dear CompanAI Family,

I hope you are well. I'm writing this with a heavy heart to share some tough news. Our company is facing hard times and we must cut jobs to save money. This was not an easy choice, and we feel very sad about it.

Sadly, we have to let go of 30 team members on [date of layoff]. We know this will hurt, and we're truly sorry. We want to be fair and open during this hard time.

Managers will talk to the people who will lose their jobs soon. We want to help them find new jobs, so we've joined with a service that can help. They will give advice on looking for jobs, fixing resumes, preparing for interviews, and meeting new people.

If you're not losing your job, we need your help to keep things running smoothly. We know it's not easy, but we can face these challenges together. Please talk to your managers, the HR team, or me if you have any questions or worries.

Thank you for your hard work and loyalty to CompanAI. We are very grateful and sorry for the pain this causes.

Warm regards,
[Your Name] [Your Title] CompanAI

**Yes, we feel much better already — now it looks like the email was written by an actual person with a heart. It’s important to add somewhere that the company did everything possible to prevent layoffs. Let’s also rewrite the subject and get rid of the first sentence, cutting to the chase straight away. As well as the sentence about those not losing their jobs looks a bit out of place. In addition to that, let’s see what Textok has in store for us in terms of further prompts.** 

![Screenshot 2023-04-10 at 17.18.20.png](https://content.textok.com/uploads/Screenshot_2023_04_10_at_17_18_20_605d64ad26.png)

As usual, Textok wants more emotionality in texts (a thing that makes us human!) as well as there are some words that are repeated. I guess, we can now finalize this text ourselves.

### Round 3 — a final result tweaked by a human

Subject: sad, sad news — CompanAI facing layoffs 

Dear CompanAI Family,

I'm writing this with a heavy heart to share some tough news. Our company is facing hard times and despite all our efforts to prevent it and find another way, we must cut jobs for the CompanAI to continue its work. This was not an easy choice, and there are no words to express how deeply sad we feel about it.

During the next two months, we have to let go of 30 team members. We know this will hurt, and we're truly sorry. We want to be fair and open as much as possible during this hard period. In the next week, managers will talk to the people who will lose their jobs and explain what will happen next. We want to help you find new jobs, so we've joined with a service that can guide you and make the transition much smoother. They will advise on setting up your further career objectives, looking for suitable jobs, fixing resumes, preparing for interviews, and meeting new people.

We know it's not easy, but we can and will face these challenges together. Please talk to your managers, the HR team, or me if you have any questions or worries.

Thank you for your hard work and loyalty to CompanAI. We are very grateful and sorry for the pain this causes to all of us.

Warm regards,
[Your Name] [Your Title] CompanAI

**All in all, it took about 5 minutes for ChatGPT and Textok to make a final draft and another 15 minutes for a writer to polish it. Such intricate communication, however, is never something that should be written and sent in a hurry and usually takes days and weeks to produce.** 

Again, only a person who knows the context of such a sensitive text can (and should!) finalize it, adding a personal touch. As usual, the author is the most essential part of the text-writing team.    

(By the way — this article was written by a real person!)     


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Writing With Prompts Like a Sculptor: Textok teaming up with ChatGPT 

**With ChatGPT conquering the world, we at Textok decided to look at how both tools can team up to produce brand-specific texts. We loved it — the result exceeded all our expectations, and we hasten to share a few cases with you.**




Yes, ChatGPT is great, but it still doesn’t know how texts are written specifically in your company — you have to prompt it. Same as you would do with a human copywriter — you have to articulate what kind of result you are expecting: what subject, what length and what [tone of the text](https://textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience) you want. 

And articulating is hard — most people find it difficult to formulate their desires or spend too much time explaining specific details, or both. Textok was made exactly for the articulation of brand-specific communication requirements. That’s why it’s so good at producing precise prompts for large language models (LLMs) as well. 

In this case, we took a limited-edition silk scarf as a product that a company produces and advertises. For the text we used the Unconventional and Metaphorical tone of voice from the Textok’s library — it is emotional and colourful, it encourages painting pictures with words and avoiding marketing cliches.  

The final result took us four rounds of rewriting and tweaking — all the prompts for text rewriting were taken from Textok’s detailed insights for this particular tone of voice. All in all, we spent about 5 minutes on the final result. Ready? Let’s go!    

### Round 1 — a general request by a person

Dear Chat, please write a paragraph about the beauty of the limited edition 100% silk scarves with original artwork reproductions. 

ChatGPT 4: 
The limited edition 100% silk scarves, adorned with original artwork reproductions, embody a marriage of exquisite beauty and refined craftsmanship. Each piece is a testament to the artist's creative vision, transforming wearable accessories into a canvas for captivating and inspiring art. 

The rich, vibrant hues of the masterfully reproduced artwork meld seamlessly with the luxurious silk fabric, creating a visual symphony that delights the senses. These scarves, being limited in quantity, possess an air of exclusivity, further elevating their allure. Their delicate and smooth texture drapes elegantly over the skin, allowing the wearer to indulge in the blissful sensation of pure silk while showcasing the enchanting artwork. 

These scarves not only epitomize sophistication and style but also serve as a timeless keepsake, preserving the essence of artistic expression in a tangible, wearable form.

**Hmm. Not too bad, but also not very exciting, what do you think? The flow of the text is a bit tense and the description is somewhat mechanical and lacks inspiration. Let’s see what Textok says when you put this text for a test.**

![1_Screenshot 2023-04-10 at 12.04.21.png](https://content.textok.com/uploads/1_Screenshot_2023_04_10_at_12_04_21_c5d4c9e147.png)

_Picture: This is how Textok’s prototype looks in April 2023, before the launch_

Textok prompts rewriting using more emotions. No problem! 

### Round 2 — a request to ChatGPT, using a prompt from Textok

Please, rewrite the paragraph, using more emotional expressions, especially in the second half of the text!

ChatGPT 4: 
The limited edition 100% silk scarves, graced with original artwork reproductions, capture a breathtaking fusion of exquisite beauty and masterful artistry. Each piece stands as a tribute to the artist's soul-stirring vision, transmuting wearable accessories into a mesmerizing canvas for spellbinding and imaginative art. 

The vivid, passionate hues of the expertly reproduced artwork blend harmoniously with the sumptuous silk fabric, weaving a visual rhapsody that enchants the heart and soul. These scarves, scarce and exclusive, exude an air of tantalizing allure, enticing the beholder with their rarity.

As the delicate and velvety texture of these scarves cascades gracefully over the skin, the wearer is enveloped in a cocoon of pure silk, igniting a symphony of emotions that whisper of love, joy, and unbridled passion. 

Adorning oneself with these captivating scarves is not merely a fashion statement but an intimate dance with the artist's spirit, a celebration of the transformative power of art. 

In their embrace, one finds solace, inspiration, and an eternal connection to the sublime essence of human creativity.

The vivid, passionate hues and soul-stirring vision — not bad, Chat. We, however, still feel the text is a bit messy and full of things to work on. What does Textok say?

![Picture 2.png](https://content.textok.com/uploads/Picture_2_cb01515876.png)

Textok still lacks emotions in this text (its standards are high!) and also found some marketing cliches and repetitions, that we definitely want to get rid of. Also, we feel like we’d like to condense this text, making it a bit shorter. Let’s do it! 

### Round 3 — a request to ChatGPT, using a prompt from Textok

We're almost there! Please rewrite again, getting rid of cliches like "exclusive" and "transformative". Also, please stop repeating "scarves" all the time. Also, please make the text twice shorter.

Chat GPT4:
The limited edition silk masterpieces, imbued with captivating artwork, meld visual allure and heartfelt artistry. Each piece speaks to the artist's vivid vision, turning accessories into an enchanting canvas. Vibrant hues intertwine with sumptuous silk, creating an emotional tapestry that resonates deeply.

These wearable wonders, rare and unique, drape tenderly over the skin, igniting a harmony of emotions. Donning one becomes an intimate dance with the artist's spirit, forging an everlasting bond with human creativity's essence.

THIS is what we’re talking about — thank you, Textok and Chat! Now, just a few tweaks here and there. What do you say, Textok? 

![3_Screenshot 2023-04-10 at 12.36.45.png](https://content.textok.com/uploads/3_Screenshot_2023_04_10_at_12_36_45_63c675db67.png)

We feel like stopping satisfying Textok’s hunger for emotions and ignoring the third instruction, as the word “silk” is an adjective in this case. The word “unique” is a cliche, so we think we’ll get rid of the “rare and unique” altogether. While the repetition of “silk” doesn’t bother us here, actually.      

### Round 4 — a final result tweaked by a writer

**The limited edition silk masterpieces, imbued with captivating artwork, meld visual allure and heartfelt artistry. Each piece speaks to the artist's vivid vision, turning accessories into an enchanting canvas. Vibrant hues intertwine with sumptuous silk, creating an emotional tapestry that resonates deeply.**

**These wearable wonders drape tenderly over the skin, igniting a harmony of emotions. Donning one becomes an intimate dance with the artist's spirit, forging an everlasting bond with human creativity's essence.**

And yes, humans are still an essential part of the story! 

Without a human check-up and judgement, LLMs will get you in trouble sooner or later. But they can be super helpful by creating drafts and adjusting them to the requirements faster than a human. 

With the guidance provided by Textok it can produce the result in a specific style that suits your needs and really saves you time.

We will [follow up with more cases](https://textok.com/resources/blog-posts/writing-with-prompts-like-a-sculptor-textok-teaming-up-with-chat-gpt) and also test ChatGPT 3.5, as not everybody has access to the latest version.

(By the way — this article was written by a real person!)     


Ai text generator working with Textok — use case

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Textok and Chat GPT4 Teaming Up: get the text you need, in minutes

_So, you’ve decided to develop your brand’s style guidelines (catch our [updated brand style guidelines template here](https://textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication)). But what to do if you have several brands that tend to be different in character?_



Sometimes it is a good idea to create [a tone of voice](https://textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience) for a company as a whole, as well as for its brands individually. 

If your company has several important brands that are quite different from each other in their appeal, you will need a separate tone of voice for each of them. 

Most probably, they will be based on different ideas and aimed at different audiences, so their particular voice may be very distinct from the tone used for the company as a whole. 
 
As your company’s audience or situation changes (this could include reaching new markets, changes in the communication habits or tastes of your target audience, launching a new line of products etc.), the tone should be adjusted accordingly. 

A brand’s tone of voice is likely to adapt and change more flexibly over time than the tone of the company, reflecting changing customer expectations. 

However, a company tends to express their unchanging vision and values, reflecting stability and long-term vision.

Feeling overwhelmed? [Read here](https://textok.com/resources/blog-posts/brand-tone-of-voice-creation-to-outsource-or-do-it-yourself) why it might be a great idea to outsource your brands’ tone of voice creation. 

And don’t worry — Textok is there to automate every tone of voice guide you might have for each of your brand or project! 


How to tips for brand tone of voice development

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Unlocking Brand Potential: leveraging diverse tones for multiple brands

_The first step is always the hardest, at least when you’re in the writing business. Because with every writing assignment you’re stepping into the uncharted territory of the Blank Page._ 




Writer's block isn’t easy to tame. Many writers live with it for years, for some it’s a lifelong nemesis. 

So, our Textok team would like to share some strategies that will help you face your fears and hopefully chase them away for good. 

### Read in this blog article:

Brainstorming Before Bed 
Mind Mapping 
Use Questions
Here-is-the-thing
Bad Sample
Move!
Remember – It Doesn’t have to be Perfect


### Brainstorming Before Bed

Brainstorming is probably the most famous technique for overcoming fear of the blank page. 

It means writing down anything pertaining (or not) to the subject that comes into your mind: keywords, sentences, incomplete sentences, associations — and then using these scraps of writing to create a structured text.

Here is a tip from our personal experience: do your brainstorming right before bed. 

If your draft is still empty by the end of your working day, take a break from it. Spend your evening however you like (though better to avoid partying if you have a deadline tomorrow)! 

But just before you go to sleep, return to your file. By that time, you’ll be too tired to be scared of the blank page. Jot whatever comes into your mind — keywords, unfinished sentences, questions… 

Then close the file and go to bed. When you go back to work in the morning, there’ll be a draft waiting for you. A gift from You-from-the-Past to You-in-the-Future. 


### Mind Mapping

Another popular technique to use in the early stages of writing is mind mapping. In mind mapping, you also write down associations and keywords, except in this case you don’t just put them down randomly, you make a chart — much like the ones detectives draw in police series. 

You can draw a mind map on paper or in a special application. We used MS Word to create the example you see below. 

Drawing a mind map may seem like an additional task to your writing assignment, but it can indeed be very helpful — putting your thoughts in a chart will help you identify your key ideas, find connections between them and obtain a fresh perspective on whatever subject you’re writing about. 

![Screenshot 2023-06-06 at 10.53.02.png](https://content.textok.com/uploads/Screenshot_2023_06_06_at_10_53_02_3d9a73df72.png)


### Use Questions

When building a structure for your text, we highly advise using questions. 
Let’s say you were tasked with writing a landing page for a new banking application. 

Think of what you yourself would be interested to find in such an article. Probably you’re wondering something in the line of, “What does this application do? How will I benefit from it? What do I need to do to install it?” 

If you have any doubts (“But why this application, and not the other one? Does it really have a user-friendly interface?”) — by all means, use them in your work. 

You can specifically ask your customer to clarify the issues and include their answers in your text. Or focus on the other benefits of the product. 


### Here-is-the-thing

The here-is-the-thing strategy means that you begin your text by typing, “Here is the thing”, and proceed with an explanation. (“Here is the thing: this banking application will help you predict your expenses. Here’s how…”) 

After you’re finished explaining how the application works, the hardest part of the task is behind you. Now you only need to adjust the structure of your text, write an introduction and conclusion and polish your phrasing!


### Bad Sample

Sometimes when you don’t know what to write, you may have a clear idea of what NOT to write. 

You can ask your client for samples of what they don’t want to see in their copy. Chances are, they had an unsatisfactory experience with another copywriter or agency before they approached you.  Or they don’t want to sound like their competition (no one does).

In any case, a bad sample serves a double purpose: it will give you a clearer picture of the customer’s wishes and demands and can serve as your starting point.

Simply copy the bad sample into your favourite writing application (preferably Textok) and start by rewriting a paragraph from it. Or, if you see that your bad sample lacks information or is poorly structured, you can begin by restructuring it.


### Move!

When you are writing a text from scratch, not translating or editing, you actually don’t have to look into your file most of the time. And if you get stuck with a tricky phrase while translating or editing, a change of scenery can jump-start your thinking, too.  

Getting up from your workstation, doing some stretches and taking at least a 20-minute break from your screen can really jumpstart your day. 

The trick here is to occupy yourself with something that requires minimum processing. While your body is taking a break from sitting, your brain is still working hard on your text. 

Showering, going for a walk or washing dishes are good. Sorting your clothes is not the best choice because your brain will have to focus on sorting instead of your writing assignment.  

The ideal scenario is being able to jot down some thoughts mid-break — on a piece of paper or in your phone, but this is not a must. 

Chances are, you’ll return to your workstation with that tricky sentence already phrased in your head. Write it down, then write some more, then take another active break. Your body and mind (and maybe your dishes) will thank you.

### Remember – It Doesn’t have to Be Perfect

Last but definitely not least: we know that the blank page usually seems so scary because we’re afraid of writing something wrong.

But here’s the thing: you need to write this assignment anyway, and preferably before the deadline. It’s better to aim for decent quality and submit the assignment on schedule than to be late because you set out with the ambition to write a perfect text and could not finish it on time.

However talented a writer may be, if they have a reputation for missing their deadlines, clients will at best hesitate to use them for most assignments or refer them to their friends and business partners. 

A punctual writer is someone who customers can rely on — and they’ll also be happy to recommend you to their peers, so you can successfully grow your client base. 

So, fear not the blank page — it doesn’t matter how you begin your work as long as you can edit it into a better version of itself. You know you can do it.  

We at Textok also know you can do it! Our tools and manuals are here to help you ensure good quality and [avoid awkward mistakes](https://textok.com/resources/blog-posts/top-4-challenges-in-your-company-s-communication-you-need-to-solve-asap), which means… now, you can just write!


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I’m Scared to Write This: 7 strategies to overcome writer's block

_Humanity has seen “the end of text” proclaimed countless times with the arrival of each new medium — first, it was radio, then television, and in the 21st century, short video apps were welcomed with a whole array of mixed feelings. Some of us still remember Vine and Snapchat, and we are all definitely familiar with the giant that surpassed them all — TikTok._




But does TikTok in any way impact writing as a whole? And if yes, is it a destructive type of influence or does the super popular app in fact contribute to written communication and the creative process? Read on to find out answers to these questions in our article:


a) Is text important on TikTok?

- So, TikTok is actually text-based?
- From dancing videos to a knowledge hub

b) Keeping it short in the attention economy
- The format dictates the rules

c) The demanding constraints of TikTok creativity
- The importance of pre-writing 
- Keeping it up-to-date

d) Where is Textok in all of this and do we need to make good writing easier?
- Helping with the tone-of-voice
- Helping with the teamwork
- Don’t fear the blank page!

### Is text important on TikTok?

First of all, we’d like to point out that TikTok is not simply a visual medium. It is, in fact, text-based, and very much so. Language is the basis of modern human communication, and TikToks are made to reach out to as many people as possible. 

Think of the famous TikTok dances, often referred to as an example of horrific cultural degradation — in most cases, showing young people dancing to songs.  

TikTokers try to convey the meaning of the song lyrics, oftentimes with very clever choreographed sequences of movements, acting, visuals and cultural references. 

These young persons may not be familiar with the notions of hermeneutics or semantics, and their choice of lyrics may seem primitive to some of us — yet the way songs are treated on TikTok clearly shows that people are still creating and searching for new meanings through text, perhaps now more than ever.

But this is just the tip of the textual iceberg. TikTok is also used for comedy, personal insights, political and social discussions, and education. 

In fact, typing “[Foucault](https://en.wikipedia.org/wiki/Michel_Foucault)” or “quantum physics” in the search bar will open up a whole new side of TikTok for the viewer. 


### Keeping it short in the attention economy

TikToks are created for laughs, self-expression, discussion, cultural awareness, education and business promotion. Some videos serve multiple purposes simultaneously. 

What unites them are the constraints of format — even though the maximum length has recently been increased to as much as 10 minutes, it is still the custom on TikTok to “keep it short” for the sake of our fast-paced times. 

We live in the era of the attention economy where focus is a scarce commodity. (So, thank you very much, reader, if you have gotten to this part of our article!) This is why TikTok creators take great care to make their textual statements as clear and concise as possible. 

Here is a TikTok dedicated to our favourite topic — [writing](https://vm.tiktok.com/ZMLuU3EyH/). We’re not just introduced to a bit of trivia. This is a coherent and finalized text, with an introduction, body and conclusion — told in the space of just 43 seconds! 


### The demanding constraints of TikTok creativity

Clearly, this “economical” format is extremely demanding. While creators on many other video platforms can afford a whole minute just to explain why they had to choose a particular topic for their “rant”, a TikToker needs to find a way to convey their message in a time of less than two minutes. 

This means that a vast majority of TikTok creators take great care to pre-write their videos before presenting the viewers with the final version. 

And not only that — decisions need to be made in terms of visualizing the text. Does it all appear on the screen? If not, what are the key phrases? What fonts should be used? 

The clarity of the message, the wording, the style and tone — everything has to be just right to grab the viewers’ attention and stay in their memory. At least for a short while.  

Let us not forget that a TikTok writer should also be mindful of the momentary trends. TikTok is a platform ruled by a mysterious algorithm where only one thing is clear — you must stay active to be noticed. 

This means that the responses to other creators’ work must be posted quickly. Hardly anyone will be interested in watching you comment on an issue that has already gone down in history. And history moves fast on Tiktok.


### Where is Textok in all of this?

We hope that we’ve managed to show you that text is far from dead, and that the global fascination with TikTok may contribute to our writing culture. 

We see how the new generation of content creators has benefited from today’s media platforms, allowing users to focus on self-expression while skipping the technical part. 

It turns out that easy-to-use tools and templates do not by any means kill creativity or enable laziness — instead, they make visual media more accessible and encourage users to progress. To discover their hidden talents and polish their skills. To stay curious and keep striving for more.

This is why we at Textok, are certain that every (copy)writer will benefit from gaining access to a time-saving toolkit that will allow them to focus on their work by skipping tedious practicalities.

Just like today’s media platforms, our writing platform is meant to ensure a hassle-free creative process consistent with our fast-paced era. 

The most important features of Textok focus on ensuring authenticity and consistency in communication — arguably, these are the most important things for your personal or corporate brand on social media. 

Having [a distinct tone of voice](https://textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience) so that your audience can identify you and build a strong relationship with you has always been crucial for a writer. 

Now, in the attention economy era, it is probably more important than ever and we have developed instruments to help you.

The platform automates the appliance of key style and tone rules, helping you [tune your texts](https://textok.com/resources/blog-posts/fine-tuning-your-tone-of-voice-how-textok-makes-your-brand-s-voice-stand-out) in the same key so that your project, regardless of the number of creators involved, does not come out as a cacophony of voices. 

Textok also frees you of all practicalities that typically hinder the writing process. It speeds up collaboration by providing tools for teamwork. 

You can keep and share your documents with other team members all in one place, without the usual fuss of going back and forth in the tangled web of emails, chats and storage services.

Additionally, Textok is great for creating a support system for each of your projects. You can arrange your customer’s quote libraries, product definitions and guidelines along with your personal notes for your convenience. 

You are able to create your own knowledge hub where you never have to start with a blank page or waste your time looking for scraps of information in a stack of opened tabs.

_Last but not least — all these features were created by us, writers, to make writing fun for you. Forget that [heavy burden of the blank page](https://textok.com/resources/blog-posts/i-m-scared-to-write-this-7-strategies-to-overcome-writer-s-block) and the anxiety that comes with the fear of failure. Writing doesn’t need to be like this! The happier you are when you create your texts, the happier your audience will be reading them._

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On 'the End of Text': why text (and Textok) is so important in the TikTok era

[Your Company's]
## Communications Audit Table

_Powered by Textok_

This communications audit table is a tool that will definitely streamline your brand's communications audit. Download it, use it, and tune it according to a specific company's need. 

[Table template for communications audit](https://content.textok.com/uploads/Communication_audit_table_template_eb1b6d2895.pdf)

We’ve written these guidelines and templates for you to benefit from. Our thing in Textok is to be extremely practical — you will be able to put every document into practice from the first use.

Have something to say regarding communications audit process? Drop us a line at hello@textok.com!

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Complete communication audit table

Table Template for Communications Audit

## Communications Audit Guide

Feel free to _download this comprehensive guide_
[Communications Audit Guide](https://content.textok.com/uploads/How_to_perform_a_communications_audit_guide_fcfc555914.pdf)


You’re probably reading this manual because you’ve read our blog  on communications audits. Although audits are usually performed  by a third party, we don’t know your affiliation with the brand being  audited. So, for the sake of simplicity, we’ll be referring to the audited  brand as “your brand” throughout this guide.  

In this guide, we’ll take you through the stages of a communications  audit. While doing so, we’ll clarify notions like brand consistency, target audience, company vision and mission. 

Enclosed with this manual is a Communications Audit Template (_download it here_ [Table template for communications audit](https://content.textok.com/uploads/Communication_audit_table_template_eb1b6d2895.pdf)).  We’ve filled the first number of rows with two examples from imaginary companies. The space above the table can be used for lists of key notions or other notes. 

We’re going to give you some tips on filling out the audit table and  explain what to look for when assessing your brand’s content.  

Finally, we’ll explain how to proceed with your conclusions. 


#### Let’s talk about:

1. Scope 
a. Timeframe 
b. Volume 
c. Channels 

2. Parameters  
a. Brand mission 
b. Brand vision 
c. Brand values 
d. Audience 
e. Call to action 
f. Tone of voice 
g. Good practices 

3. Consistency 
a. Stop words 
b. Greeting and signing-off 
c. Emotion 
d. Clarity 

4. Evaluation and implementation 
a. Roadmap 
b. Presentation 
c. Guidebooks, workshops and training 

As you’ve probably guessed, you (or your consultants) are in for at least a  week of meticulous content analysis. But, as we’ve already mentioned in our  blog, it will do a world of good! So let’s put on our lab coats and get to work! 

First, you will have to: 

### Define the scope of your work

The scope is a selection of content that you’re going to analyse in your audit.  

a. The time period for which the content is selected can vary depending  on the client’s wishes or the purpose of the audit. We would recommend selecting content generated over the last three months if the  brand’s communication has been handled by the same person or team.  

If the brand has been working with different content creators on and  off, we would recommend looking at a longer timeframe — up to a year.  

A company might want to ask you to have a look at a crisis communication case (or just a specific case) that happened in the past, even if it is out of the timeframe set for the communications audit.  

b. The number of entries analysed during an audit may vary from 100 to  300. Of course, the rules are not set in stone — however, a smaller  number may be unrepresentative, while a larger number will be more  difficult to process without the complex (and costly) software used by  professional data scientists. 

c. Typically, the number of content items to be assessed is decided by the  auditing party (consultant) along with the client, after which the client’s  head of communications sends the content selection to the consultant.  

d. Most representative pieces of text for analysis can also be chosen by a  consultant if the company doesn’t have a communications department.

e. Channels may vary depending on the purpose of the audit or the specifics of the audited brand, and may or may not include:

1. Website content  
2. Social media publications  
3. Emails to clients and partners 
4. Message texts (including chatbots)  
5. Call scripts 
6. Catalogues and brochures  
7. Advertisements (from radio station ads to banners on the web) 
8. Other


This is the content that you’re going to paste into the second column of your  audit table (under Content). If the sample is too hefty for one cell, you can  simply paste a link or describe the content in your own words (like in our example).  

#### Tip!

_Our experience shows that assigning names and numbers (like 001_ Web_Ad) to your samples can save you a lot of time and minimize stress in the process. It comes in handy to identify the pieces of text that  you’ve assessed — just in case, for example, you’ll need to come back to  those particular examples while preparing for a final presentation on  the audit’s findings._  

### Assessment of texts

After you’ve filled out data in the first three columns (please refer to our  Communications Audit Template), you can begin the assessment process.  
Communications audits are usually focused on a limited set of parameters,  for consistency. 

These parameters include:  

#### A. Brand mission
Simply put, a company’s mission is your brand’s reason to exist. Why  have you chosen your line of business? What is the purpose of the products or services that you offer? How is your brand making the world a  better place?  

It’s important to have a clear idea of how you’re going to communicate  your brand’s mission in your texts. An audit can then assess whether  this is being done in a clear and consistent way.  

#### B. Brand vision
While your company’s mission refers to your present goals, a company’s vision is something more global. It’s what your brand aspires to in  the future. The ideal state it wishes to achieve. 

What problems is your brand hoping to solve in the future? What does  your company hope to become? How can you convey your global aims  right now?

Just as with the mission, a company needs to know how it wants its  audience to perceive its vision. 

The effectiveness of vision communication is one of the main parameters of a communications audit.  

#### C. Brand values
Brand values are the core principles that guide and direct the company  and its culture. 

What is important to your brand? What is important to your employees?  What values do you think are important to your audience? Here, too, the  same approach applies as with the auditing mission and vision communication.  

#### D. Audience
Even with the most grandiose company vision, you cannot convey your  message to the whole world population. If you want to be heard, you  need to decide on who you will be talking to — then, you can find the  proper words to get through to them. 

Who do you think your brand is going to appeal to? How do you see this  person or persons? What age are they, where do they live and how do  they identify themselves? What will attract them to your brand? What  products can they afford and how often?  

Your audited company communicates with distinct groups of people,  and every group is described by a target audience persona. Each persona is defined by parameters that are relevant to your audited brand  and the particularities of the buying process that person goes through. 

When describing an audience persona, think of a name, age, social  status and whether they have kids or not. Where do they work? What  are their lifestyles and hobbies? Try describing in detail the brands of  household items they use. 

Characterise their habits and state of affairs  that relate to a service or product. What is their main reason for choosing that particular service or product?
 
#### Tip!
_Don’t make things up. Consider talking to your clients and other audience representatives. Interviews and focus groups would also be very beneficial for creating a  really insightful audience persona._  

_Also, keep it simple. Out of a myriad of possible characteristics, choose  those that are relevant to your specific case — sometimes it will matter  if your customers drive a car or own a cat, sometimes — not so much._ 

#### Tip!
Since there are usually several buyer personas (even for niche brands),  we recommend assigning them names which can be referred to in  your future communication guidelines. You can even name them after  someone you know.  

For example, if you think that your brand should appeal to people  like your friend Alice and that it may also attract partners like your  former boss Jen, you can code-name your retail clients “Alice” and your business clients “Jen”. This will help you keep a clearer picture of your  audience in mind.

#### E. Call to action
Calls to action are phrases encouraging the client to do something. It  can be an imperative – “Buy now!”, a warning – “Don’t miss”, or a milder  “Feel free to try”. Straightforward or indirect, a call to action should  always be present in your business communications. 

#### F. Tone of voice
Your tone of voice is the main instrument for communicating all the  above parameters to your audience. 

**Tone of voice is also Textok’s area of expertise and we’ve prepared  blogs and guidelines to tell you more about it.** 
 
Your brand’s tone can be official, business-like, neutral, casual, friendly,  empathic, playful… Whatever you want it to be! But keep it consistent  throughout all your communications so that your brand doesn’t sound  out of tune with itself.  

#### G. Good practices
Besides these company-specific parameters, there are also universal  rules that apply to all kinds of communication. Whether you are writing  a personal letter, a news article or a business email, you want your text  to be readable and engaging. 

This is why you should try to avoid overly long sentences, confusing phrases, grammatical and punctuational  mistakes, misprints, etc. 

If you notice any such inconsistencies in the audited content, enter  them into the columns in the Communications Audit Template dealing  with destructive communication practices, no-no words and mistakes.  

Of course, your brand name should be spelled the same throughout all  of your communications. The Brand Titles Column of our template will  help you take note of any possible inconsistencies.  

We also recommend looking at item length. The optimal length for content like social media publications, publication titles and weblinks is easily googleable and worth taking into account.  

### Evaluate consistency and tone

Now that you’ve defined the main parameters, what you’re looking for is consistency. Without consistency, a brand has no foundation on which to build a  relationship with its customers or partners.  

• Are you consistent in communicating your mission, vision and values to  the audience?  
• Are you keeping to a consistent audience image?  
• Are you empathic?  
• Is your tone of voice the same throughout all your communications or  does some content sound out of tune? 

When assessing your brand communication for consistency, keep the follow ing points in mind: 

#### A. Stop words
Words and phrases that you find unacceptable to use in your communi cations. There may be different reasons for doing so. Do you find certain  words distasteful? Are they too slangy or too formal for your brand? May be they bring up strong associations with other brands and products?

Whatever the reason, you need to make sure they don’t come up in  your brand’s audited communications.  

You can list your stop words, phrases and destructive communication  elements above the main table and refer to them in the Stop Words &  No-nos Column. 

#### B. Greeting and signing-off
How you greet your audience and how you say goodbye to them set  the tone of your message and so should always be consistent with your  tone of voice. 
The entries in the Standard Text section of our table are going to take  care of this issue. 

The Address Column will be useful for languages where both formal and  informal “you” is used, like the Spanish “tú” and “usted”, for example. 

#### C. Emotion
Just like in personal communications, not all messages from your brand  will make your customers happy.  

There may be notifications about incorrect passwords or logins,  emails about delayed or misplaced deliveries, news about closing a  store and so on.

The emotional tone of the message can greatly differ from its initial  meaning (or from the brand’s preferred tone of voice).  

So, if an advertisement sounds too detached, or an error message  sounds too cheerful, it’s worth noting in the Emotion Column (and also  the next column) of our audit table. 
 
Sure, this involves a subjective evaluation — don’t be afraid! There’s no  objective emotion-metre anyway. Just try to be consistent yourself and  be ready to defend your judgement.

#### D. Last but not least, every message should sound clear
If it seems vague to you, it will make even less sense to the customer. The questions in the Purpose and Clarity Columns will help you evaluate how well your content is succeeding with delivering your message. 

### Evaluate and make conclusions

Now that you’ve filled out the Communications Audit Table and supplied all  entries with notes, it’s time to evaluate the results. Think of it as a thermal im age of a building — the audit will show you what channels of communication  are functioning properly, and which are letting the heat escape, i.e., lacking  consistency.  

After identifying the inconsistencies in your brand communication, it’s time  to put your discoveries to practical use.  

Here are the main steps that need to be taken to improve brand communication: 

#### Summarise
Write a summary of your audit. Based on the summary, develop a road map for fixing the communication issues. By the way, our experts at  Textok prepared a [Tone of Voice Guide](https://textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) that you can download and fill  in for this purpose!

We recommend selecting several representative samples of inconsis tency and rewriting them (try using the last column, Rewriting Proposi tion, in our table). This will help you guide the communications team in  the necessary direction, as well as efficiently illustrate your points during  a potential presentation of findings and further communication training.  

#### Advocate for change
Prepare a presentation to explain the issues to the managing board and  the communications team. Start a discussion to find solutions for said  issues. 

Of course, changes can only happen if all parties, starting with the  management, are on the same page regarding both the issues and  solutions.  

### Change management and training
Now it’s time to implement the changes! To efficiently improve your  brand’s communication, you will need to (re)write your Tone of Voice  guidebooks — adding more specific examples or redefining the tone  all over again.  

**Feel free to share these new automated guidelines with  your team, using smart Textok tools and features!** 

Communication training and workshops will help your copywriters (and  everyone on the team) to gain a more profound understanding of the  new guidelines. To find out more about communication training, read [our blog article](https://textok.com/resources/blog-posts/tips-for-communication-training-overcoming-resistance-and-teaching-the-tone) _Tips for Communication Training: overcoming resistance and teaching the tone_.

With Textok, you don’t have to work alone.  
Happy to be of help! 
Your Textok team

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Communications Audit Guide

_Very often even well-meaning teams fail at their [brand tone of voice (ToV) style guides](https://www.textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience),  that are created to instill consistency._ 




There are four main challenges to establishing true to type communication:

### Formalisation

Each company already does have a tone of voice, even if they have never thought about it. It occurs spontaneously from the company's culture and personal traits of the people, doing the communication. 

The problem is, if the rules are not set, they tend to be vague, can be disputed and change easily. 

This is why formalisation of ToV in the form of detailed guidelines is the best way to ensure that the most important principles (and their practical manifestations!) are clear to everybody.

### Different registers and genres

As a company's communication serves different purposes (such as sales, customer support, image-building etc.) the style and tone of texts the company uses also tend to vary extensively. 

It is typical of companies to speak in one voice when they are trying to sell a product, and in a completely different one — when troubleshooting issues or dealing with customer complaints.

Setting a minimum subsistence level of basic rules that need to be followed at all times, helps tackle the natural human tendency to switch tones from friendly to defensive when faced with challenging situations. 

### Human factor

If a company has more than one person doing the communication, in the absence of clearly defined rules it will inevitably vary. 

People differ not only in terms of their extraversion or agreeableness, which influences their particular style of communication, but they also have a surprisingly varied understanding of the meanings and connotations of different words or phrases. 

Another level of human factor challenge occurs when communication and marketing specialists change, and they eventually do in every company. 

### Rotation

If the only agreement that binds a company's communication is in the form of mutual understanding of certain people, there is a risk of disruptions when new people are hired and the previous holders of a position leave. 

It also makes integrating a new employee slower and costlier as unwritten rules are hard to convey. 

[A good tone of voice guide](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) solves all of these issues by providing a clear set of rules that can be followed by all communicators across subjects and channels for as long as they fit their company’s identity.

Solving top challenges in your communications with an audit

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Top 4 Challenges in Your Company’s Communication You Need to Solve Asap

_Although English does not differentiate between the formal and familiar “you” forms, many other languages do, presenting marketing specialists and copywriters with sometimes difficult choices._ 




So, if one of your company’s growth strategies rests on localisation, this is something you have to [seriously consider in your corporate communication](top-4-challenges-in-your-company-s-communication-you-need-to-solve-asap).

### In this publication we will talk about:

- Implicit differences in adress accross languages
- Why knowing those is important
- How can you make your communication match your audience’s expectations


Linguistic and cultural differences between different regions are so pronounced that not being aware of them could lead your business into trouble.

“The absence of the [formal] “you” in Latvia freaks me out. Everyone uses only the [familiar] “you””. We hear a lot of such comments from our Russian-speaking clients in Latvia, our home country. 

Of course, companies are not trying to be rude, they just don’t get the essence of the polite form for the native speakers. 

So, a discussion on the use of formal and familiar forms of address in marketing and client relations goes on.

While the discussion — and the problem itself — may be hard to understand for native English speakers, it’s a real issue in Slavic and Baltic languages, as well as in some other Indo-European tongues. 

What makes it really complicated is that it’s not just about grammar, but also about the communicative traditions of different regions. In Russia, the formal “you” (вы) is considered to be the optimal choice when addressing a client, while the familiar “you” (ты) is reserved for friends and acquaintances. 

What’s more, if you want to be really polite, you have to start “Вы” with a capital letter (but, to make it even more puzzling, this is only if you are referring to a single person, not a group). 

Take the same Russian language to neighbouring Latvia, and the cultural norms miraculously transform — here, “вы” is often considered to be too formal and cold, so clients are regularly addressed informally when using online stores, social networks, corporate websites and even bank apps, which leads to some being offended, or at least surprised (“do we know each other?!”).

Across Europe, traditions vary widely, but the general rule is: the further south you go, the less formal communication is. 

* In Germany, the informal “du” is somewhat less acceptable than its analogue “tu” is in France, although 

* both of these languages privilege the formal address (sie, vous) for people one doesn’t know closely. 
 
* Italy, by contrast, is well-known for its extremely informal communication habits. There, if someone says “Ciao, bella!”, they’re not necessarily trying to pick you up: it’s common to be addressed like this in a food store. If you come from the north of Europe, blushing and embarrassment are guaranteed.

### Beware of familiarity

So, what is the takeaway for businesses from all of this? 

First, when entering a new market, do your research on communication traditions. [Hiring local professionals](https://textok.com/resources/blog-posts/brand-tone-of-voice-creation-to-outsource-or-do-it-yourself) will certainly cost you less than making mistakes. 

Second, don’t be too obsessed about making direct address to customers the central (or only) way of communicating your [brand’s tone of voice](https://textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication). 

There are many other channels through which your business can express to your audience that it is open, friendly and accessible. Take your time to explore these options of tone and style with communication professionals you trust, as you can’t rush [building your brand’s identity and character](https://textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience).

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3 Reasons Why "You" Is Not the Same "You" For Everyone: takeaway for corporate communication

_A brand book is one of the first things we see when we meet a new client. It’s a guide we open with excitement and anticipation, as this is how we “meet” like-minded writers, who pass us the message — “this is how this company speaks”._  



However, in many cases, while visual brand books typically care for every tiniest detail concerning a brand’s colours, fonts and imagery, when it comes to guidelines for verbal communication, companies often rely on extremely vague statements. 

We know from experience: that isn’t merely ineffective — it is, in fact, [harmful](https://www.textok.com/resources/blog-posts/top-4-challenges-in-your-company-s-communication-you-need-to-solve-asap). 

### In this publication we will talk about:

- The [growing importance of great texts](https://textok.com/resources/blog-posts/on-the-end-of-text-why-text-and-textok-is-so-important-in-the-tik-tok-era)
- Why loose definitions of tone don’t work
- Why tone of voice guides can cause misunderstandings 
- How to avoid confusion in your brand style guidelines

### Text matters

When we started as copywriters, tone of voice guides (TOVs) were pretty exotic — very few companies thought they needed such a thing! If the verbal language of a brand received any attention at all, it usually amounted to just two pages in the brand book, with all the rest devoted to defining the visuals. 

These days such guidelines are much more ubiquitous, and many companies even have [sub–TOVs for each of their brands](https://textok.com/resources/blog-posts/unlocking-brand-potential-leveraging-diverse-tones-for-multiple-brands).

We applaud this development, as more and more companies realise that not only logos, fonts and colours, but the style and tone of their texts matter for the integrity of their brand. 

We appreciate this awareness about [how different a text can be in character](https://www.textok.com/resources/blog-posts/3-reasons-why-you-is-not-the-same-you-for-everyone-takeaway-for-corporate-communication) and what kind of impact it can have on an audience.

Yet as the ranks of tone of voice guidelines grow, their quality remains patchy. Unlike visual brand books, [tone of voice guides](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) rarely contain specific rules — most of them use broad and abstract terminology that doesn’t provide enough guidance.

### What kind of blue?
(Or how friendly do you want your text today?)

“Emotional but factual”, “friendly and accessible”, “bold and punchy” — these are just some of the ways companies have described the desired tone of their communications that we have encountered in our practice. 

This is like stating in a visual brand book that a company’s colour is “blue”. Not very helpful, is it?

Brand books are needed to ensure coherence and continuity — every sensible designer should be able to reproduce a brand’s style after careful study, even when not previously familiar with the brand. 

That’s why instead of just “blue”, brand books define specific shades, such as “Pantone Dark Blue 00249C” or “Pantone Process Blue 0085CA”.

Companies should strive for the same level of detail in defining the rules for verbal communication. 

Yet terms we use to describe a tone or style are typically much broader and, unlike pantones, they don’t have a distinguishing code to make each unmistakable. Which makes the task of creating a truly effective tone of voice considerably harder.

### Cut through confusion

First, what exactly is the problem with describing a desired tone of voice as “approachable” or “punchy”? Well, unlike the colour “Process Blue”, “approachable tone” can mean very different things to different people. 

If the concepts used in TOV guides still leave much to the interpretation of copywriters, creative agencies, managers, salespeople, and the boss, it simply does not deliver because the point of such guidelines is to exactly avoid (even crude) differences in interpretation.

Moreover, disputable terminology creates ground for conflict — while managers criticise the text for not being in line with the company’s TOV (and their feeling may be absolutely right), a copywriter is desperately trying to make changes for the better while lacking specific feedback about the use of words, phrasing and the other parameters that make up a copywriter’s professional world. 

Both sides may refer to the same TOV guide while having a completely different end result in mind.

### Think like a copywriter

However, we have discovered how to avoid such confusion — by supplying abstract terms with lots of specific examples. They translate big concepts into specific verbal instruments and help distinguish between “too little friendliness” and “too much friendliness” and the “wrong kind of friendliness”. 

They demonstrate how verbs make the text “dynamic” or how “factual” descriptions differ from “opinions”. 

They describe the right length of sentences, the right degree of intimacy or distance, the exact manifestations of “smart” or “playful”.

While “do this” is enough for a visual guidebook, for verbal guidelines “don’t” is as important as ‘do’, so the examples need to focus on differentiating the desirable from the undesirable as clearly as possible in many instances. 

Often the right style is only seen when enough opposites and misses are provided to mark the differences.

Visual brand books speak the language of visual designers, using the building blocks they use, such as letter spacing or colour shade. 

The same has to be true for tone of voice guides — they have to work on the level of the building blocks of language. 

That is why copywriters have to be an integral part of developing a tone of voice guide. After all, leaving designers out of the process of creating a brand book would be unimaginable.

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Brand Tone of Voice Development: go specific or go home

_Your company has developed a great [tone of voice (ToV) guide](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication). It may be coherent and detailed and really captures the spirit of your brand, but the problem is — without implementation, it will rest in peace forever._




In this publication we will talk about:
* Why the resistance to changes in communication may occur
* Ways to mitigate it while developing a style guide
* Training and workshops as part of the change management

Previously [we discussed](https://textok.com/resources/blog-posts/brand-tone-of-voice-development-go-specific-or-go-home) why guidelines for the verbal communication of a brand need to be as detailed and specific as visual brand books. Yet even the most well-defined TOVs face a challenge that visual guidebooks don’t — verbal language is simply a more abstract matter.

There’s a crucial difference between applying a colour scheme defined by a brand book and producing original written content based on TOV guidelines. A writer doesn’t have a colour-picker tool to verify if the wording they are using corresponds to that specified in the TOV.

This means that even the most detailed descriptions of the desired style and tone of communication will always leave some room for interpretation and imagination. And that, in fact, is good news because you certainly don’t want your ToV to be a creativity killer!

So how does a company facilitate creativity while also ensuring compliance? The answer lies in implementation and, more specifically — in training the employees who perform the communication.

### Change to manage

Since a judgement of what is and isn’t compliant with a defined ToV cannot be mechanical, a copywriter (by which, in this case, we mean every person who writes something on behalf of the company) and any managers who approve the texts have to literally train their ear to detect false notes. 

So what an effective training program needs to achieve is not only how to memorise the rules but also how to apply them creatively within each new context.

Another objective of employee training is to overcome the fear of change (or rather, of underperforming under new conditions) or any resistance the communicators might have. It needs to tackle their insecurity in the face of change in an emphatic manner. 

Enforcement strategies that impose the guidance from above prove to be ineffective. After all, a tone of voice guide is just a document — it needs active collaboration from actual communicators to work. That is why a training programme needs to be part of a broader change management plan.

### We shall overcome
(and we talk from our experience)

The training programmes need to be both practical and creative because this is the nature of text production itself. Sometimes teaching involves a lot of joint effort and teamwork. Sometimes we go for individual coaching sessions. At other times, we combine both. 

Sometimes one session is enough, while often there is a need for one or two follow-up sessions. We have also applied psychotherapy-inspired methods with great success when there is insecurity, resistance and inertia to overcome.

Every time, a training programme should be based on the very specific characteristics of the ToV guidelines, the team, the audience and the brand itself.

You will know you fulfilled your role when not only do the employees and the core communicators have learnt to implement the tone of voice guidelines independently but they are also able to teach their skills to each incoming team member and thus keep the brand’s communication coherent amid staff turnover. 

The successful implementation allows a [brand tone of voice guide](https://www.textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience) to serve as a source of inspiration for employees who previously struggled to get their texts right, by providing them with the firm ground to stand on and create.

How to introduce change to your communications team

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Tips for Communication Training: overcoming resistance and teaching the tone

_The words “communications audit” may sound intimidating — and, we must admit, not without reason — but it is, in fact, an invaluable investment for your business._




In this blog post, we’ll explain what a communications audit is, why it’s necessary for your business and how it’s actually performed. And to back up our advice with some practical help, we’re offering you a [detailed corporate communications audit how-to guide](https://textok.com/resources/guides/communications-audit-guide) and [audit table template](https://textok.com/resources/templates/table-template-for-communications-audit) that you can use to conduct an audit of your company’s communications.

### Article Highlights
_(Check-ups and audits don’t have to be scary!)_

1) Wait, What Is a Communications Audit? (Taking care of your business’s health)
2) Can You Give an Example? (Namaste! We can)
3) And There’s More… (Including, but not limited to, these examples:  communication channels, inconsistencies, best practices and new goals)
4) But How Is It Done? (This part may sound a bit scary) 
5) No Need to Worry (We dispel your fears)
6) Last But Not Least… 


### Wait, What Is a Communications Audit?
A communications audit is a procedure for assessing your brand’s communications — from your online and print content to the press releases, newsletters and e-mails sent to your partners and customers. 

It can be performed internally or by an external consultant, and its main objective is to find inconsistencies in your brand communications. Eliminating these inconsistencies is crucial for maintaining a unified brand impression, which is key to a successful, ever-growing business. 

To put it simply, an audit is like a health check-up. If you want to keep your corporate communications in the best possible shape, you need to make an appointment for some extensive tests from time to time. 

And even if you don’t feel like there’s anything wrong with your business communications, a timely check-up can help you avoid many complications in the future. 

### Can You Give an Example?
Here’s a case from one team member’s experience. They were approached by a company that had built an office centre in an upscale business district, offering serviced office space for lease. 

Everything about the office centre was Class A, from its lucrative location and elegant design to the highly professional work of the service and maintenance staff. Yet the demand for the office spaces was still considerably lower than expected. 

The development company perfectly knew their product’s worth. However, they felt there was something wrong with their communications, but failed to pinpoint the issue. 

This is why the company ordered a communications audit at a consulting agency where our colleague was working at the time. 

After conducting an audit, the consultants were able to identify all the flaws in the developer’s communications and list them for the client.   
Here are some of those shortcomings:  

* Overly complicated sentences (many instances of more than two clauses in one sentence).
* Repetitiveness (e.g. the phrase “office centre” occurring up to four times in a sentence, with no attempt to use synonyms like “building”, “premises”, etc.).
* Almost no pronouns (always “NN Office Center” instead of “we”; “the future tenants of the office centre” instead of “you”, etc.). 

All in all, the tone of voice was rather cold and bureaucratic and, thus, inconsistent with the purposes of social media communication. Even though an office development is meant to sound business-like, its publications must also be readable and engaging. 

To attract new clients and partners, you must acknowledge them as an audience and reach out to them, especially on your social media channels.  

Actually, the consultants in our story could identify the main issue from the get-go. It took them just a quick scroll through the company’s Facebook page to understand what was going wrong. 

But would it be professional of them to base their evaluation on a couple of examples? No, because getting a complete picture requires a thorough approach. 

By conducting the communications audit, the consultants were able to precisely pinpoint the shortcomings of the client’s communications and provide them with clear recommendations for the future. 

### And There’s More…

As you can see from our example, ordering a communications audit from a third party is extremely helpful for business owners who outsource their copy. 

A communications audit will provide you with an unbiased evaluation of your copywriters’ work. If you have been feeling like switching to another agency for your communications, an audit will provide you with solid justifications for your decision. You will also obtain clear guidelines to pass to your content creators in the future.   

And, of course, there is more. Communications audits cover a vast range of purposes, such as…

* Identifying the most and least effective communication channels for your business. 
(_Result_: Communication becomes more cost-effective as your writing staff can now focus on the channels that attract more customers.) 

* Pinpointing nasty inconsistencies, like the wrong spelling of your own brand or capitalizing a letter you don’t need to capitalise. Is it Textok, 
TextOK or TexTok? (You guessed right, it’s Textok! )

(_Result_: Overall company image improves. Besides, eliminating minor inconsistencies is especially important if your business is hoping to bring in investors.)

* Checking if your content falls in line with good communication practices. Maybe your social media posts are way over the recommended 1-2 sentences. Maybe it’s time to remind your audience about your company’s mission, since all your recent content revolves around sales and giveaways.

(_Result_: Voicing your message more clearly improves your rapport with your existing customers and partners. It also opens up more opportunities for bringing in new customers and partners.)  

* Defining your new communication goals. If your business has been on the market for several years, you are probably looking for opportunities to grow and expand. 

You need to enter a new stage with fresh up-to-date visuals and, of course, innovative copy. And studying your previously written content is the best way to decide on the necessary changes. 

(_Result_: You now have the tools to work out the best communications strategy for a glorious future, may your business grow and expand evermore!)    

### But How Is It Done?

As you can see from the previous section, a communications audit can serve many purposes. But whatever your goal is, you will first need to…

* Identify or re-identify your target audience, your company’s vision and mission, and your business goals.  

* Decide if [your current tone of voice](https://www.textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience) fits all of the above. 

* If yes, what can you improve to make your business communications even more efficient and successful? 

* If not, what steps do you need to take to achieve the consistency which will make your business communications efficient and successful?
But how exactly do you audit your communications? 

As we’ve already said, this process is similar to a health check-up. A thorough check-up involves many tests and screenings because your physician needs to have a full picture of your health. 

It’s the same for assessing your business communications. You need to look through the entire scope, page by page, post by post — and meticulously study them from all angles. 

Everything is taken into account: particular keywords and general choice of vocabulary, grammatical errors and stylistic inconsistencies, use of punctuation and pictograms (such as emojis) and much, much more… 

If your business is communicating in more than one language, in the course of an audit you need to see how consistently your content is localized. Does your international audience see the same picture as your local public, or do you need to adjust your tone of voice in other languages? 

In short, a communications audit is a complex and lengthy process. Depending on your methodology, it might also involve focus groups (how does a certain audience react to this or that piece of content? 

How does it make them feel?) and interviews. But, just like with a health check-up, it’s a necessary investment of time and effort that always pays off.  

### No Need to Worry

This may all sound rather frightening. In fact, we felt unnerved ourselves as we wrote this! But only a little bit. Because our Textok experts have already taken care of the scariest part of the job: we’ve written a [detailed manual to guide you through the audit](https://textok.com/resources/guides/communications-audit-guide) process step by step. 

And to dispel the last of your fears, we’ve prepared [an audit table](https://textok.com/resources/templates/table-template-for-communications-audit) that you (or your consultant) can fill with notes and samples that will comprise your actual audit. 

You can fill out the table individually or as a team — our sharing tools allow this to be done completely stress-free, and all your notes are safe with us. You can also download the table for offline use. 

### Last But Not Least…

As we’ve already mentioned, assessing your (or your customer’s) communications will take some time, definitely more than a couple of days. 
So, our last recommendation is to stay focused on your initial purpose. 

A good health check is thorough, but it is still limited to a certain number of tests depending on your age, history, lifestyle, etc. Because checking _literally_ everything at once is simply impossible (and unnecessary, anyway).

The same goes for communications audits. Be thorough but stay on track! Remember what goal or goals you had in mind at the beginning of the audit.

You have the knowledge, you have the tools. You have a goal. So, have no fear and audit away! We guarantee that it will do you a world of good :) 

Corporate communications need a regular check-up, just like you

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Maximizing Corporate Communication Impact: on the importance of regular communications audits

_Companies with consistent communication and branding boast higher revenues and steady growth — this should be enough reason for your company to also develop a tone of voice guide. Let’s go!_

In this publication we will talk about:

- What is a corporate “tone of voice”
- Why a company needs to develop one
- What a good tone of voice guide does
- What the stages of the brand style guide development are there
- Grab your detailed free template!
- What your company’s tone of voice guide should (and shouldn’t) include
- What challenges do tone of voice guides solve




### What is “tone of voice” 

Everybody has their own personality, as unique as their DNA. Some people talk little and are scrupulously polite. For others, every sentence is like a firework. For brands and companies, tone of voice works in the same way that personality does for people. 

So, in short, tone of voice is a personality of your brand that is expressed through the texts it produces: including ads, social media posts, e-mails and many more. 

### Why a company needs to develop a tone of voice guide

The tone of voice is an integral part of brand identity. In most cases it manifests itself visually (through logos, brand colours and fonts) and verbally — through the texts a company produces.

It includes everything from one-word texts such as product names, to large-scale web pages, brochures, or books, from mundane letters to very special investment proposals. 

The need for effective and consistent communication of a brand’s unique character and its core values in every interaction with its clients, employees, partners, and wider society — this is why companies create tone of voice guidebooks. 

### What a good tone of voice does

The tone of Voice guides, or ToVs, as they are commonly known, are designed with one main purpose in mind — to ensure that customers have great experience with a company through time, on all subjects and across all platforms. 

[Whether you outsource the development](https://www.textok.com/resources/blog-posts/brand-tone-of-voice-creation-to-outsource-or-do-it-yourself) of your brand’s tone of voice guidelines or do it yourself, remember that a well-tuned tone of voice:

• establishes the personal character of your company
• helps your company to stand out in the competition
• enhances recognisability and raises the value of your brand
• facilitates the setting and achieving of strategic goals  

### How to develop a tone of voice guide

There are many different methods out there, but our years of experience have enabled us to develop an approach that has proved to be the most efficient for our clients. 

It consists of six important stages:  

1) [Communication audit](https://www.textok.com/resources/blog-posts/maximizing-corporate-communication-impact-on-the-importance-of-regular-communications-audits) (which is a useful thing on its own!)
2) Research, which may include focus groups and polls of your customers, or analysis of the data you already have
3) Interviews with relevant executives — a “personality test” for your company’s team, bringing to light the “big idea” behind the business, mission, vision, core values, brand stories etc.
4) Preparation of a structured tone of voice guide (there’s a free template for download below — don’t miss it!)
5) Presentation and Q&A for the executive team 
6) Training sessions for communicators

### Grab your [free template download](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication)!

_We at Textok have gathered a lot of our own experience with brand communication style guide development and structured it all for you in this comprehensive detailed template. Enjoy!_ 

### What your company’s tone of voice guide should (and shouldn’t) include

To put it shortly, the guidelines should include everything you need to create a beautiful and appealing verbal identity. 

Value your own and your employees’ time, so don’t go for hefty opuses or empty marketing-speak. Go for a concentrated guidebook that will change how your company communicates.  
 
Your tone of voice guide should include:

1) 1 to 3 adjectives for the tone definition with a more detailed specification for each of them. Those few words will become your mantra when writing. 

2) Main principles of your tone of voice.

3) Description of your target audience(s), audience personas and their anticipated responses in communication.

4) Writing markers — examples of writing that will help you create texts and adjust them to different media more confidently.

5) Recommended use of words (adjectives/verbs/action-words) and rhetorical techniques for the tasks your company typically deals with.  

6) Demonstrations of variations of the tone of voice, depending on the audience, mood, goal and medium. 

7) Advice on don’ts and an outline of what constitutes fine style. 

**What challenges does a detailed tone of voice guide solve?**

The clear tone of voice guidelines solve these [main challenges in the communication](https://www.textok.com/resources/blog-posts/top-4-challenges-in-your-company-s-communication-you-need-to-solve-asap) of any company:

Formalising the ToV rules in the form of detailed guidelines is the best way to ensure that the most important principles are clear to everybody.

As a company’s communication serves different purposes (sales, customer support, image-building etc.) the style and tone of texts the company uses also tend to vary. 

Setting a minimum subsistence level of basic rules that need to be followed at all times helps tackle the natural human tendency to switch tones from friendly to defensive when faced with challenging situations.

If the only agreement that binds a company’s communication is in the form of mutual understanding of certain people, there is a risk of disruptions when new people are hired. It also makes integrating a new employee slower and costlier as unwritten rules are hard to convey.

Yes, it looks like a lot of information to understand, structure and put in use. That’s why Textok’s tone of voice guidelines is such a great stepping stone to have. Don’t be a stranger and start using it now!

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Mastering Brand Tone of Voice: 7 vital rules rooted in experience

_Development of the [tone of voice guidelines](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) and [training your writers](https://www.textok.com/resources/blog-posts/tips-for-communication-training-overcoming-resistance-and-teaching-the-tone) to write differently from now on are two distinct but interrelated processes. Yes, change management is a part of it, so prepare to meet some resistance in the protection of the “old ways”._ 




However, even if your company has never worked on its tone of voice, you will already have one. It will develop spontaneously as your employees carry out their daily work. 

In this case, a distanced view by skilful professionals — best when it comes in the form of a [structured audit](https://www.textok.com/resources/blog-posts/maximizing-corporate-communication-impact-on-the-importance-of-regular-communications-audits) — is needed to help you elaborate a consistent tone of voice that will let you achieve your full communication potential. 

Developing your own ToV guide will bridge your deeply personal understanding of your company’s personality and its business specifics. 

To create a ToV guide you will need to gain and [use a detailed knowledge](https://www.textok.com/resources/blog-posts/brand-tone-of-voice-development-go-specific-or-go-home) of how your target audience perceives you, obtain [a fine sensibility](https://textok.com/resources/blog-posts/3-reasons-why-you-is-not-the-same-you-for-everyone-takeaway-for-corporate-communication) for the different communication styles your company uses, know-how, and, of course, good taste.  
 
Creating a tone of voice with professionals:

— allows you to discover strengths you never knew your company had
— enables you to spot and work on constraints holding you back
— gives you valuable insights you will benefit from for years to come 

It also gives you the benefit of more flexibility in your change management. Experienced consultants will build the tone of voice development process to [involve people who write texts](https://www.textok.com/resources/blog-posts/tips-for-communication-training-overcoming-resistance-and-teaching-the-tone) in your company. In this way, they will become part of the change (and maybe even its biggest advocates!).

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Brand Tone of Voice Creation: to outsource or do it yourself?

_Writing aids — the tools you use to improve the clarity and flow of your text — have become increasingly popular. And with each passing year, they are evolving, becoming smarter and better so that our writing can become smarter and better. However.._



Read in this blog article:

- Style vs Tone of Voice
- Step up Your Name Game
- Mind Your Vocabulary
- Keep It Short or Make It Long
- Save Time and Other Resources

..however, the versatility of today’s popular writing tools is both a blessing and a curse. On the one hand, it’s great to have an editing tool that can help, whether you’re writing a business letter, an academic paper or a newspaper article. 

On the other hand, precisely because these tools are built to improve your writing in general, they don’t take into account the specific requirements of your brand. 

In this blog we’re going to break down why the editing tools we know and love do not quite cut it when it comes to brand communication … and how Textok can save the day.

### Style vs Tone of Voice

Today’s editing tools are great for keeping your grammar and style in check. Some applications go as far as overseeing noun density (because sequences like “brand communication training program goals”, though grammatically correct, are so hard to comprehend that they require a machete to work your way through them).  

But brand communication doesn’t just need a clear and eloquent style of writing. Every brand has its own stylistic requirements that make for its unique voice in the market. 

These requirements are called the [Tone of Voice (or ToV)](https://www.textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience), and they vary greatly from company to company.

### Step up Your Name Game

The most obvious example that comes to mind is the spelling of a brand’s name. All-purpose writing aids are very well trained to recognize incorrect spelling, but the thing is that a) most brand names are unique proper names (like L'Oréal, Starbucks or Textok) and b) brand-name spelling is case-sensitive, and this is a very important factor. 

Of course, you can simply add the company name (like Textok) to your dictionary. But what if you get tired at the end of your working day and inadvertently add another spelling, so now both Textok and TextOK look equally fine?  

Textok is trained to save brand names in a separate category, so it will keep only one approved version of each brand name and automatically correct all instances of misspelling.

### Mind Your Vocabulary

Many published TOV guides may include long lists of words which are irrelevant to your particular company's communication and will never be used. 

They may be derogatory (words we know shouldn't be used in brand writing) but more usually it's a case of style. In fact, what one company may veto from its vocabulary, another company may welcome in their day-to-day communication. 

For example, we’ve worked with private banking services who never refer to their clients as customers — only “clients” or “partners”. We also know that many banks avoid using the word “debtor” because it causes a negative reaction in their target audience.

Depending on the market, every brand has its own set of values and priorities which are always uniquely reflected in their wording. 

For some brands, it’s crucial to exclude gendered pronouns from their communications and their ToV guides are focused on building a completely gender-neutral environment. 

Other brands may use all types of pronouns but their vocabulary is finely tuned to the sensitivities of older 60+ generations.

Today’s writing aids are not built to customize vocabularies depending on the preferences of each brand. 

Textok helps you keep track of those “no-no” and “yes-yes” words — even if they differ across diverse campaigns under one brand. From now on, you don’t have to worry whether you or your colleagues have remembered the guidelines correctly — you can just write. 

With Textok, you don’t need to put in extra time and effort to find the exact page in the guidelines — once configured, it automatically keeps all texts in line with the desired ToV. 

### Keep It Short or Make It Long

ToV requirements are not always limited to the choice of vocabulary. They can include such parameters as sentence length — and for totally opposite reasons. 

For some clients, it’s essential that their texts are as approachable and uncomplicated as possible, so complex sentences are out of the question. 

Other clients may prefer voluminous phrases that add depth to their narrative. 

This is why Textok is trained to oversee your sentence length and level of complexity. Should you configure that copywriters need to write only in short, easily digestible sentences for your brand, Textok will warn writers if they suddenly wander off into an overly long and complex passage. 

This is a customizable feature — you can vary the desirable sentence length and complexity and, of course, you can choose not to use it at all if sentence length is irrelevant for your brand. 

### Save Time and Other Resources

Digital editing tools have been with us for two decades, helping us create cleaner, smoother and richer content. Unarguably, they’ve made writers’ and editors’ lives much easier. 

Regrettably, communication specialists, copywriters and managers still have to keep complex sets of rules in their heads — unlike grammar or style principles, brand guidelines aren’t universally known and aren’t easily googleable.  

This makes life hard for brand communication managers and copywriters alike. It is virtually impossible to keep track of all the recommendations and restrictions — and these details are what characterize a [thorough brand tone of voice guide](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication). 

Which is why copywriters keep managers busy by making the same brand-specific mistakes over and over again. 

A great deal of company-paid time is wasted searching, identifying and correcting mistakes that could have been easily avoided… if only such a special automated tool existed.  

Textok is hardwired to detect not just general grammatical and stylistic slips but has a detailed customisable tone of voice checker at its heart. 

We automate specific brand tone of voice and ethics compliance (check out our latest [gender-inclusive language guide](https://www.textok.com/resources/guides/anti-sexism-tone-of-voice-manual)!) thus freeing-up valuable company resources. Not only does it help copywriters produce better quality texts, it also saves tons of time for text approval. 

You don’t have to take our word for it. **Register a free Textok account**, explore and show it to your boss and colleagues — Textok is happy to help!


Writing aids don't allow you to write your way

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Why We Invented Textok: exploring the need for more than writing aids

## How not to be sexist
_9 practical tips from Textok_


Feel free to _download the guide_
[Anti-sexism Tone of Voice Manual](https://content.textok.com/uploads/Textok_Anti_Sexism_Guide_76faf6f738.pdf)

_This guide was written as a practical supplement to our blog on anti-sexist copywriting._  

_Here you will find examples of phrases to be avoided in communication if you don’t want to sound sexist, and also suggestions on how to make your copy more gender-inclusive._  

Sexism often goes hand in hand with transphobia. That’s why our  guide includes recommendations for more gender-neutral communication (for English and other languages). 

Of course, every single example is backed up by an explanation because we at Textok take our words seriously.  

1. Decide whether gender is really relevant 
2. “Pink is for girls, chrome is for boys?” 
3. Make neutral pronouns your default choice 
4. For non-English writers: passive vs plural 
5. Be sensitive when asking people about their pronouns 
6. Sexist humour is never OK 
7. Be diverse with gender roles in your storytelling 
8. Use more inclusive forms of popular expressions 
9. Be clear about where you stand 

### Decide whether gender is really relevant

Although we do not argue with the reality of brand targeting, we are convinced  that attracting one particular group of customers should not be achieved by  excluding all the others.  

We think any brand will benefit significantly from inclusive copy, as this will  mean appealing to more customers.  

That’s why we recommend always asking yourself whether it is essential to  label your customer persona as “her” or “him” and whether it is really important  to use gender-specific terms instead of neutral ones.

![Aletrnatives for gender-specific terms](https://content.textok.com/uploads/Screenshot_2023_06_08_at_16_19_41_85bf5ad42b.png)

### “Pink is for girls, chrome is for boys?”
Of course, the requirements may vary from brand to brand. However, there is  no need to make your copy gender-specific simply because it is for a product  that is conventionally associated with just men or women.

Men deserve beauty products that take gentle care of their skin; women  deserve powerful and durable tools to fix things around the house. Viewing,  buying or liking a product should not feel like barging into the wrong public  bathroom.  

There are many ways to convey the product’s benefits without gendering your  prospective audience. Your customers’ personal qualities — like kindness,  sensitivity, bravery or endurance — have no gender. 

The same goes for their  preferences for “delicate floral fragrances” or “sturdy chrome exteriors”. It  always makes more sense to focus on the particulars — either the benefits of  your product or service or the specifics of the problem they are addressing.

![Avoid gender-specific terms](https://content.textok.com/uploads/Screenshot_2023_06_08_at_16_20_44_f3b87bb2c5.png)

### Make neutral pronouns your default choice

Our stand on gender is pretty simple: everyone has a right to their own gender  identity. In most cases, we imply that the same piece of copy will be read by male, female and non-binary people. That’s why we will use the neutral “they”  whenever possible.

![Say "they" instead of "he" or "she"](https://content.textok.com/uploads/Screenshot_2023_06_08_at_16_21_48_80702e0ab5.png)

### For non-English writers: passive vs plural 

The singular “they” has gained a truly neutral status in English, having gone  from a linguistic innovation to a scholarly standard. However, not all languages  have neutral pronouns that their users agree upon. 

So what is a writer to do  when they want to avoid gendered narrative, but there are no neutral pronouns  in their language? 

Sometimes when non-English writers aim for a gender-neutral narrative, they  use the passive voice, e.g. “accounts can be created using your email” instead  of “the client can create an account using his email”.  

We, however, would advise against this practice. In most languages, the  passive voice is a form reserved for legal and academic texts. It, therefore,  will sound out of place in your copy unless you are deliberately going for a  rigid bureaucratic tone.  

Instead, we advise using the plural form (“clients can use their emails to  create new accounts”). We know this solution isn’t perfect, as plural forms are  gendered in many languages, too. 

However, when you use the plural in your  writing (clients), the reader will probably picture a multitude of clients of all  genders, not an abstract male client, as it would be in the case of a singular  noun. 

_(If there are no neutral pronouns in your language)_
![Neutral pronoun alternatives using plural](https://content.textok.com/uploads/Screenshot_2023_06_08_at_16_22_52_f974459515.png)

### Be sensitive when asking people about their  pronouns

As societies and individuals across the globe are becoming more aware of  transgender and non-binary identities, the question “What are your pronouns?”  is going mainstream. 

However, asking this question directly can often do more harm than good. Not  all transgender or non-binary people are comfortable with bringing up gender  issues with a stranger, especially when the conversation is taking place in an  environment which isn’t known to be trans- and non-binary-friendly. 

However, when meeting someone, it is always a good idea to politely enquire  how your counterpart identifies. 

Instead of asking someone point-blank about  their pronouns, you can enquire in a more general manner how they would  like you to refer to them. 

This will allow your vis-a-vis to clarify their pronouns for you if they feel the need to do so.

![Anti-sexism Tone of Voice tips](https://content.textok.com/uploads/Screenshot_2023_06_09_at_12_54_36_6bf0ba4e48.png)

### Sexist humour is never OK

Paradoxically, making a joke is one of the most serious decisions in copywriting. Between individuals, humour comes naturally as a part of the conversation. The  dynamics of brand communication are very different.  

When you are a brand in a competitive environment, you are talking to a large  group of individuals who are constantly re-evaluating their relationship with  you. 

They can choose to support you, leave you for another brand or even  throw your company into the epicentre of a media storm. 

That’s why we strongly recommend against using sarcastic or downright  mean humour in your copy. Besides, when it comes to sexist jokes — they are  not funny not only because they are offensive but because they are also trite. 

“Female logic” and “man flu” — we’ve heard it so many times. “My husband’s  face when I tell him I have nothing to wear”, “my wife’s face when I say I’ll be  in my garage” — we’ve scrolled past memes like this a million times, and your  customers will most likely do the same. 

You may think we are discouraging you from using humour in your copy —  quite the opposite. But please do not insult your audience or their intelligence. 

### Be diverse with gender roles in your storytelling 

When you use storytelling in your writing, we encourage you to make your  stories more diverse by attributing activities associated with one gender to  characters of another gender. Feel free to use non-binary characters too!

![Break sexist patterns in your texts](https://content.textok.com/uploads/Screenshot_2023_06_09_at_12_54_46_beda9f4c3c.png)

### Don’t rush to invent new terms 
Stereotypes can be hard to get rid of, and many occupations historically  reserved exclusively for men or women still carry gendered names.  

However, when you want to use a gender-neutral name for occupation, we  invite you to think (or Google) before you invent a new term like “police person”.  

In most cases, you will find that a gender-neutral term has already been coined  and adopted.

![A list of alternatives for anti-sexist tone of voice](https://content.textok.com/uploads/Screenshot_2023_06_09_at_12_54_59_625c665fbe.png)

As mentioned above, politely enquiring how your counterpart identifies is  always a good idea when meeting someone.

![Anti-sexism Tone of Voice tips](https://content.textok.com/uploads/Screenshot_2023_06_09_at_12_54_36_6bf0ba4e48.png)

### Use more inclusive forms of popular expressions
When you are in the writing business, you know the importance of idioms. They help us convey feelings and ideas, add imagery to our writing and are a great way to show off your erudition.

However, as language has been with us since time immemorial, many  expressions we use also carry the stain of historical injustice.  
So whenever you are thinking of using an idiomatic expression, try to use an  inclusive form.

![Example for the Anti-sexism Tone of Voice Manual ](https://content.textok.com/uploads/Screenshot_2023_06_09_at_12_55_33_8495141c54.png)

### Be clear where you stand

Now, when a large part of the world population has accepted the sad truth of  discrimination, we are trying to right this global wrong. However, there is no  way of telling how it should be done.  

Do you use “Latinxs” or “people of Hispanic origin”? What about much-debated terms like “menstruating persons” or “people with uteruses”? On the one hand, these sound more trans-friendly than “female-bodied”; on the other hand, they reduce people’s essence to a bodily function. 

While every brand is different and so we cannot provide a recipe that works for everyone, we are sure that consistency is the key. You may run with an entirely gender-neutral or gendered approach. 

You may  embrace the recently created suffixes and terms in your language or decide  to communicate inclusivity with more conventional means. 

Whatever you choose, your aim as a brand is to retain and grow your supportive  audience. By switching between several approaches, you will alienate the  audience who supported you initially and earn even more distrust in the eyes  of those who did not like you in the first place. 

Clear communication guidelines, backed up by practical examples, will not  only save you time and effort; they will also help you keep your integrity and  build a mutually rewarding relationship with your customers and partners.

![Be specific in your inclusive communications requirements](https://content.textok.com/uploads/Screenshot_2023_06_09_at_12_55_40_bba5a67977.png)


_We hope that you found our guide useful. Textok is always happy to  be of help. Register a free Textok account to experience how we help brands  and copywriters create better content!_


Inclusive language examples and guidelines

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Anti-sexism Tone of Voice Manual

_Language conventions exist for a reason — without a common standard for grammar, style and punctuation, we wouldn't be able to communicate so clearly with each other. So, we're forever grateful to those trusty digital assistants which help us express our ideas in writing._


_But are these aids helpful in every aspect? Are they as useful to brands and companies as they are for individuals? Can they even affect our writing in a negative way? And if so, how can we change that?_



**In this blog, we’re going to talk about how editing aids affect your individual style and how Textok works to take your writing to a new level.**    



### What other writing aids don’t do

As [we’ve already written](https://www.textok.com/resources/blog-posts/why-we-invented-textok-exploring-the-need-for-more-than-writing-aids), writing aids are becoming smarter every year. Today they’re not only able to detect bad grammar and spelling — they also detect such errors as unclear syntax and redundancy. 

What’s more, some modern writing aids can even adjust your tone to make you sound more scholarly or business-like. 

Thanks to such features, these apps will make your writing neater, more coherent and more consistent with your purposes — whether you’re working on a business presentation, a letter, an article or an academic paper. 

What they won’t do for you is help your personal writing style to stand out from the crowd. In fact, these apps will do just the opposite! 

Because they’re focused on evening out stylistic and grammatical inconsistencies, they treat all texts the same and bring them to one single standard that is built into these apps and which guides everything they do.

### What Textok does

Textok has a completely new editing principle at its core. It’s focused on fine-tuning your writing in accordance with your chosen tone of voice (ToV) — so that you sound like no-one else (in the best way possible). 

This powerful language engine was developed specifically for brand writers and managers, as it’s essential for a brand to speak in a unique voice that will be heard and recognized by customers. 

### Consistency matters

Besides helping you write clearly and maintain your unique voice while doing so, Textok has one more objective: to make sure that your tone is consistent throughout all your brand content. 

The importance of consistency in brand communication can’t be overstated. For example, when you’re writing for a construction company which needs to sound no-nonsense and business-like (but not too uptight), it’s easy to fall into a formal detached tone from time to time. 

And vice-versa, when you're writing an annual report for a local community development project, you want to avoid a hint of commercialism in your text — because in this case, you definitely don’t want to sound like you’re trying to sell something.  

Usually, inconsistencies are monitored by managers manually — which means tons of painstakingly repetitive work. Textok is built to save that time and energy — a tone of voice, once defined, is then tracked automatically. 

### More than 80 parameters for ultra-fine tuning

So how does Textok help writers with their style, tone and consistency? It’s an AI-based software trained to analyse texts based on three main characteristics: syntax, emotionality and vocabulary. 

Yes, Textok has been taught to detect emotions in your text as you write, and can prompt a range of words and phrases to use to maintain the same emotional tone throughout your text.

But since Textok is only a helpful assistant, and you are the creator, it is wholly up to you to set the tone for your campaign or brand as a whole. 

There are more than 80 parameters (probably many more now, when you're reading it) for doing so, each clearly labelled and explained. Some of them are matched in pairs of antonyms to help you make clear decisions about your tone of voice. 

For example, you can choose between sounding formal or informal, assertive or humble, approachable or sophisticated.  

These parameters cover every possible aspect of writing, from text flow (sentence length and phrasing) to substance (choice of words, presence, absence and dosage of particular emotions).

You can set up the structure for your texts (headlines and subheadings, lists, etc.), define the appropriate number of complex words per text, make sure you always (or never) address your clients directly in the second person and much, much more! 

A brand’s unique tone results from a particular combination of these parameters — just like a person's characteristic way of speaking is not just defined by their choice of words, but also by how they approach the phrasing of a sentence and how they retain or express their emotions. 

When you finish setting up your tone of voice, you'll have a complete guide that you can easily pass on to any copywriter you choose— just as all your designers follow your brand book of visual communication. 

And you don’t have to be the one who makes sure that every completed text complies with the tone of voice — from now on, Textok will do that gatekeeping job for you. 

### Pre-tuned ToVs? Done!

Puh … don't have the time or energy to go through dozens of parameters? We get it - we've been there! For those who just want to quickly select a few settings and let Textok do the rest, there are two options: 

The first is to pick from several pre-defined tone of voice guides, ranging from a strictly formal style to a cocky, self-assured and straightforward narrative spiced with mild profanity. 

And if you want to sound soft and empathic — there’s a pre-defined tone of voice guide for that as well.

### Prefer to paint in broad strokes? We’ve got you!

The second option is to paint in broad strokes instead of manually tuning tens of parameters. Just select some general directions for your project for example, “writing in simple sentences using simple words”, and then pass the ball on to Textok, which will make all further necessary decisions regarding your project's texts.

All “broad strokes” come with an explanatory description so that you know what rules will be applied to your copy. 

Whether you prefer to go with the fine-tuning or the broad-stroke strategy, you can be sure about the result. Like a knowledgeable editor and proofreader, Textok will take care of every detail to make your text 100% consistent with the tone of voice that you’ve selected.

Register a free Textok account and see for yourself!
