Take a closer look at the patterns in our language. | Clearleft

Ellen goes through the principles behind the tone of voice on the new Clearleft site:

  1. Our clients are the heroes and heroines, we facilitate their journey.
  2. Speak as an individual doing whatever it is you love. Expose lovable details.
  3. Use the imperative, kill the “-ing”.
  4. Be evocative and paint the picture. Show don’t tell.
  5. Be a practical friend.
  6. Be inquisitive. Ask smart questions that need solving.

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