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Voice and Tone Strategy: Connecting with People through Content

Voice and Tone Strategy: Connecting with People through Content

by John Caldwell


Available for Pre-Order. This item will be available on February 25, 2020


Connections. We all want them. We seek them in our everyday lives, in our relationships with people, places and things. Emotion is at the heart of any meaningful connection, and how we talk to each other taps into it. Our character, brought to life through our voice, is the most powerful tool we have to connect with people, especially when it comes to connecting on an emotional level.

In the past, a transactional relationship with customers was sufficient. A simple experience that delivered a clear benefit, such as extra money in their pocket or the easy completion of a task, was all you needed to satisfy and retain existing customers. But times have changed. Today, more than ever, consumers gravitate toward—and increasingly, crave—meaningful experiences.

This book focuses on the role of a voice and tone strategy as a part of a successful content strategy. Voice and Tone Strategy: Connecting with People through Content shows you how to create a voice and tone strategy that addresses customer needs and helps you build exceptional customer relationships.

Product Details

ISBN-13: 9781937434687
Publisher: XML Press
Publication date: 02/25/2020
Pages: 128
Product dimensions: 5.50(w) x 8.50(h) x 0.27(d)

About the Author

John Caldwell is an established content design strategist in the field of software design, including software-as-a-service and marketing. Among his many accomplishments, he has helped teams at top companies craft and govern winning strategies for voice and tone across multiple products and platforms. As the lead for content strategy at Intuit, he created and implemented a bold new strategy for voice that changed the game for TurboTax. John is a writing and innovation coach with more than 20 years of experience. In addition to user experience and content design, he has worked in magazine and broadcast journalism and continues to write on a wide array of topics, from tech to travel.

Table of Contents

  • What is Voice and Tone?
  • A Simple Framework for Voice and Tone
  • Building Block 1: Needs and Desires
  • Building Block 2: Defining an Archetype and Attributes
  • Building Block 3: Crafting Principles to Guide Your Voice
  • Flex Voice and Tone
  • Building Block 4: The Power of Examples
  • Style and Structure
  • The Roll Out
  • Epilogue
  • References
  • Glossary
  • Index