Agree an action
How can our tone of voice make the brand promise visible on the product page?
How can our tone of voice make the brand promise visible on the product page?
1 · Notice the conversation
Colleague: How should we write the product page?
You: We should use familiar words on the product page.
Colleague: Why does familiar language help?
You: This helps first-time buyers understand the choices.
Colleague: What tone of voice should we use?
You: Our tone of voice should stay friendly and clear across product explanations.
2 · Understand what each phrase does
brand promise
what customers should be able to expect from us
Our brand promise is simple, clear tea choices.
promise 必须能由产品和服务支持，不能只停留在口号。tone of voice
the way the brand speaks to people
Our tone of voice is friendly and clear.
语气一致不表示每次用同一句话；道歉与介绍可有不同重点。brand consistency
a similar experience across different places
Matching product names support brand consistency.
一致性包括信息与服务，不只是颜色和标志相同。3 · Rehearse, then change the details
We should use familiar words on the product page.
This helps first-time buyers understand the choices.
Our tone of voice should stay friendly and clear across product explanations.
We can ask a new buyer to explain the options back to us.
Keep the purpose; change the person, document or time. A simple, accurate sentence is enough.
4 · Respond to your colleague
How should we write the product page?
产品页应使用熟悉的词。
See one possible reply
We should use familiar words on the product page.
Why does familiar language help?
这帮助首次购买者理解选项。
See one possible reply
This helps first-time buyers understand the choices.
What tone of voice should we use?
产品说明的语气应保持友好、清楚。
See one possible reply
Our tone of voice should stay friendly and clear across product explanations.
5 · Try a different situation
What if the buyer misunderstands a phrase?
What if the buyer misunderstands a phrase?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · Recall without the model tomorrow
How should we write the product page?