Tone of voice
Just be You. You are amazeballs. You are a kind, happy, empathetic, humble, considerate, confident, resourceful, intelligent and very, very, ridiculously good looking person. It is a privilege working with you. If you don’t quite feel that way right now, maybe you should go and talk to a colleague – they’ll remind you. We need you to be at your awesome best before you start talking for all of us*.
* damn’ this is a bit passive-agressive, but i think it works.
OK, ready? Use your intuition:
If it needs to be said, say it.
If it feels wrong, don’t do it.
If it sounds great, sing it.
If it looks wonky, scrap it.
If you still need pointers, here you go:
We are designers, we are loud and clear
Fearless, Relentless & Optimistic – Fear sparks fear. It is the death of change. It is the death of design. It is our role to build confidence in the process, our tools, our ability. If everything is turning to dust, it is us people look to for comfort and reassurance: We believe that there is a better tomorrow, there is a way out of trouble, nothing is ever too hard or fatally screwed. We believe it almost blindly. We do not give up until we are there. Remember: “In the end it will all make sense. If it does not make sense, it’s not the end.”
Humble & Helpful – We are here to help people reach their goals, build their dreams, better their lives and the lives of people around them. It’s a huge responsibility for them and for us. Find a way to unite with your audience in service of the greater goal. How great you think you are makes no difference. How you can help is all that matters.
Honest & Accountable – We say what we mean and mean what we say. We stand by our choices and decisions. We wear the colors we pick, we use the services we design, we stand under the bridges we help build. And we all stand together.
Concise & To-The-Point – there is not much time to waste – just say what needs to be said, don’t fluff it up or drag it out. If you are delivering bad news the do it quickly so we can move on to fixing it. If you are delivering good news, do it quickly so we can move on to celebrate it.
Intentional – nothing is here without a reason. Nothing happens by accident. Everything you say or show was placed here because you meant it to be there.
With a thought-provoking, boundry-moving twist – there is no tickle quite so pleasurable as the tickle of the brain… Your audience is smarter than even they think. Give them something to think about. Thinking is fun! The reaction you are going for is “Oh, yeah, I never thought of it quite this way. That makes a lot of sense, actually.”
With a pinch humour & fun – no matter how difficult the task or topic, no matter how long the road ahead – it is always more difficult and long with a frown on your face. Keep the mood light and the burden will be lighter still.
Sometimes the best copy to sell a horse is horse for sale.
Jay Abraham
The Greater Good exception
Besically, above all, don’t be a dick! But if you are going to be a dick, be Moby Fucking Dick. Sometimes important change needs a kick up the ass, don’t shy away from it. Just make absolutely, positively sure that this is that time!
Last modified: January 31, 2023 at 17:20