Tone of voice guidelines designed for easy implementation

An adaptable messaging matrix for every scenario

The client


The challenge

Xansa -- the outsourcing and tech company -- needed us to help their employees not just to write, but to write to sell. We were asked to develop the tone of voice guide drafted by the agency so that Xansa’s employees could easily interpret and implement it in their own writing.

The solution

First, we set out the basics on how to write well. Then we provided a highly specific messaging matrix to help staff decide the best message for different sales situations.

The writing

Be clear

A confident organisation doesn't need over-complicated language.


How to write clearly

Use simple language: choose natural, everyday words. If you wouldn't say it - don't write it!


Avoid long sentences: you should be able to say it out loud without running out of breath.


Tip: If the reader needs to re-read you need to re-write


The results

Both the agency and client embraced the proposals wholeheartedly.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Brand agency: Radley Yeldar

Copywriter: Barnaby Benson

Client: Xansa

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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