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Tone of voice guidelines designed for easy implementation

An adaptable messaging matrix for every scenario

Xansa Tone-of-Voice,
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

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