Ellen goes through the principles behind the tone of voice on the new Clearleft site:
- Our clients are the heroes and heroines, we facilitate their journey.
- Speak as an individual doing whatever it is you love. Expose lovable details.
- Use the imperative, kill the “-ing”.
- Be evocative and paint the picture. Show don’t tell.
- Be a practical friend.
- Be inquisitive. Ask smart questions that need solving.