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62 lines
1.7 KiB
Markdown
62 lines
1.7 KiB
Markdown
# Module 50 — Voice & Tone
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> **Frameworks:** Brand voice spectrum (formal <-> casual, serious <-> playful,
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> distant <-> warm, conventional <-> irreverent) · Content-type tone matrix
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>
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> **Goal:** Codify the brand's verbal register precisely enough that two different
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> writers produce copy that sounds like the same person. Voice is constant;
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> tone shifts by context (home page vs. error message vs. proposal cover).
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---
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## Raw
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<!-- Verbatim quotes and examples from the interview.
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Collect actual copy samples the founder likes or hates. -->
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### Copy the founder admires (from their own brand or others) — include the source
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### Copy the founder dislikes or finds "wrong register" — what specifically is wrong?
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### Words or phrases the brand uses all the time (even informally)
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### Words or phrases the brand actively avoids
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### How should the brand sound on: a sales page? an error message? a proposal?
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### "We always…" / "We never…" statements about how the brand communicates
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---
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## Synthesis
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### Voice spectrum (mark the brand's position on each axis)
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| Axis | 1 | 2 | 3 | 4 | 5 | Notes |
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|---|---|---|---|---|---|---|
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| Formal ←→ Casual | | | | | | |
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| Serious ←→ Playful | | | | | | |
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| Distant ←→ Warm | | | | | | |
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| Conventional ←→ Irreverent | | | | | | |
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| Minimal ←→ Expressive | | | | | | |
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### Voice statement (one paragraph a writer can internalise)
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### Tone matrix by content type
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| Content type | Tone shift | Example phrase |
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|---|---|---|
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| Homepage headline | | |
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| Case study / evidence | | |
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| Proposal / commercial | | |
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| Error / apology | | |
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| Social / informal | | |
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### The three things to check every draft against
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1.
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2.
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3.
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### Open questions / tensions with Module 40 Personality
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