Tone Of Voice

The words we choose and the way that we talk and tell our story helps to convey our outlook. The tone of voice is a basic element that is as important as the colours and imagery we use. South Essex is straight forward. It is about entrepreneurs and go-getters, it’s a region “alive” with possibilities and so the language must always be positive, re-inforcing and up-beat.

"I love your Tone of Voice"

This isn't the reaction we're after. It misses the point. If it's noticeable it lacks credibility and can easily be perceived as unnatural and fake.

Above all else it should be honest.

What does this mean ?

It means using real stories, of real people and businesses in real situations. Its means using simple, clear language in plain English that hits the point but is not flowery.

"On London's doorstep, playing a significant role in the UK's economic powerhouse, Thames Gateway South Essex is vibrant, bursting with pride and alive with opportunities".

"From Beach Life to BSc"

Backed up by supporting photography and associated text that actually confirms this statement, the headline becomes compelling, with it immediately making the viewer think about the statement. The confirmation, written in plain, easy to understand English further enhances the bold headline.

Be bold but truthful.

"Six thousand students will use the new campus at Essex University Southend, with the wide range of specialist colleges and academies across South Essex providing the very best in education and skills development to many more".

The key function is to get the message across in plain speech without being too "wordy" or frilly. We use contractions like 'we're and' 'it's' to make the language more friendly and chatty. You should always try to use this type of clear and bold language, not just for ads but on all communication materials.