Finding your voice
Examples of contrasting styles
These different styles give an impression of an organisation's personality.
Typical corporate speak - formal, impersonal, longwinded, cold and ambiguous.
- All necessary regulatory and other consents and approvals were obtained to permit completion in accordance with the merger agreement entered into in September 2005.
Copywriting that isn't genuinely conversational (try saying it out loud). It can seem insincere.
- We'll always be straight with you. About our charges. About any changes we have in the pipeline. About sorting out any problems. About explaining money matters.
Very clear, neutral and polite - possibly rather bland.
- Please read the notes opposite before you fill in the form. Then send it back to us as soon as possible in the envelope provided.
Explanatory conversational style (note the filler 'Well'). Slight superiority comes over in the questioning.
- But what does this mean to you? Well, it means you can trust us to deliver the financial solutions you're looking for.
Very informal conversational style, showing care for customers. (Note the word 'nicked'.)
- If you work and are not at home during the day, don't worry - our couriers will find a safe place to leave your wine and we'll replace it if it gets nicked.
Next: Sharing a verbal identity
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Published : 01/10/2005
