One way we write empowering content is by being aware of our voice and our tone. This section explains the difference between voice and tone, and lays out the elements of each as they apply to Eko.
What’s the difference between voice and tone?
Voice is constant, you have the same voice.
Tone is changing according to who are you talking to, what are you talking about. Also, tone depends on the situation — is your reader going to read your article in our blog as it’s smh interesting, or are you writing materials for support website, and the reader is nervous or worried while going through texts how to act in a situation when smh doesn’t work?
Eko’s voice doesn’t change much from day to day, but the tone changes all the time.
Eko’s voice is human. It’s familiar, friendly, and straightforward. Our priority is explaining our products and helping our users get their work done so they can get on with their lives. We want to educate people without strictly mentoring or confusing them.
One way to think of our voice is to compare what it is to what it isn’t.
Eko’s voice is:
- Smart but not didactic
- Informal but not careless
- Confident but not cocky
- Expert but not bossy
What we are:
What we are not:
Eko’s tone is mostly informal, but it’s very important to be clear. When you’re writing, consider the reader’s state of mind. Are they confused and seeking our help on Zendesk? Are they curious about a new feature? Are they upset of app changes? Once you have an idea of their emotional state, you can adjust your tone accordingly.
Here are a few key elements of writing Eko’s voice. For more, see the Grammar and mechanics section.
- Use active voice. Avoid passive voice.
- Write in plain English, avoid slang.
- Use positive language rather than negative language.