Though our voice is constant and remains consistent regardless of who we're talking to or what we're saying, we adapt our tone---from serious to funny---to fit the context and the customer's state of mind.

Remember, voice is the base, and is present everywhere. Tone is what comes above and beyond that. When you're reading the Tone attributes below please mentally add the Voice descriptors to all of them (genuine, friendly, lighthearted) by default.


When in doubt.. If you’re even in doubt or disputing a piece of copy, always choose a direct, clear and simple version. Don’t unnecessarily try to be clever of funny.

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