Content strategy: Beware the chatty tone of voice — Lauren Ellis — Humanising Technology Blog

"Beware the chatty brand voice"

The perils of using an overly-familiar tone of voice in your copy. There are some cracking examples here of support content that prioritises daft quips over getting to the point.

You’ve ordered a package and you want to know how long delivery will take. It’s a straight forward question, so you would expect to find out quickly and easily. What you don’t need is a couple lines of heavily branded content standing between you and your answer. You just want to know how long the delivery will take…

Users are task-led and time-poor.


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