Writing tone of voice guidelines.

Keep it visual.
Keep it simple.
Keep it grounded in reality.
Keep it conversational.
(A bit inspirational).
Keep it human.
Keep it normal.
Keep it up.

Keep it clever.
Keep it happy
(‘though you can’t, if you’re not).
Keep it clear.
Make it memorable.
Make it up.

For god’s sake,
make sure it means something.

Sometimes

make it feel like

you’re keeping something

back.

….

Do not waste words.
Do not be afraid to repeat words.
Write with rhythm
(to make sure people listen).
Use punctuation, like parenthesis,
Or dashes – or dots.
Or breaks in a line.
These are techniques that slow your reader down.
Helping you say what you need to say
more
clearly.