Tone Of Voice Guide Writers And Style Guides Writers

We are highly experienced tone-of-voice guide writers and style guide writers. We also train staff to use them.

Your tone-of-voice guide

Words can inspire, change perceptions, shape identity and express values. Basically, what you say and how you say it shapes your public image. As experienced tone-of-voice guide writers we can help you to better reflect your values in how you write. We can explain how to write your way, create examples of tone-of-voice in action, and articulate some basic writing principles.


Our two-hour workshop will isolate three to four tone-of-voice principles that will form the basis of developing a tone-of-voice.

With a more consistent and distinctive way of talking, people will be able to better recognise and relate to you. And that has got to be a good thing.

A good tone-of-voice or communications protocol document will:

  • deliver more effective communication by reducing length, noise and competing messages
  • improve the consistent interpretation and application of the tone-of-voice
  • eliminate errors in punctuation, grammar, spelling, etc
  • better support writers and approvers, including non-writing specialists like the legal team and product managers
  • improve the overall quality of writing.

The contents of your tone-of-voice guide will typically encompass:

  • the importance of the right words and tone
  • who the guide is for
  • what tone-of-voice is
  • what the client’s tone-of-voice is (how tone-of-voice principles from the workshop are used in your communications)
  • applying tone-of-voice to real-life examples
  • better writing tips for each asset
  • a technical style guide covering punctuation, grammar, spelling, dates, times, figures, abbreviations, hyphens etc.

Your style guide

Consistency in communications is important. Our style guide writers will help you establish the rules you want to apply across all your comms. This can range from whether you choose to write % or per cent, use sentence case in titles, prefer single or double quote marks, and your final word on punctuation conventions. All this gives your material a more professional look. It makes things easier for the writers and editors you hire, whether they’re in-house or freelancers. It also gets you thinking about how you want your material to represent you.

Your new style guide will help:

  • copywriters
  • people briefing and reviewing copy
  • anyone facing customers, partners and suppliers
  • human resources
  • agencies
  • product and service teams
  • brand and marketing teams.

Here’s a few recent examples of our work

Tone of Voice and Style Guide for Telstra Digital



APM was commissioned to develop Telstra Digital’s Tone of Voice and Style Guide to complement existing tone of voice materials and provide further clarity around tone, style, grammar etc., covering general tone of voice guidelines and how to apply them to copy.

Copy sample:

We connect worlds. Our customers’ worlds. Customers are at the heart of everything we say and do. Basically they should feel that it’s all about them. When we speak to them, speak in their language and on their terms. Keep it conversational and easy to read. And avoid jargon, customers don’t think in technical terms.

Some of our technology is complicated so we can’t expect everyone to understand all of it. But we can tell them exactly how our products and services connect people to friends and families, entertain households and connect entire homes.

Better writing tips

Only write something if it benefits someone. After all, reading our content should be an uplifting experience.

Be clear and helpful. Our customers have to navigate our site by themselves, so your copy and text should guide them, as if there were an actual Telstra representative there to help.

Keep it short. Write short succinct sentences.

Write for scanners and skimmers. Break information into bitesize units, using two-sentence paragraphs introduced by frequent sub-headings (at least one per screen). Bulleted or numbered lists help customers to digest information at a glance.

Tone of voice guide for Royal Automobile Association of South Australia

RAA Tone of Voice

The Royal Automobile Association of South Australia (RAA) commissioned a tone of voice guide to better reflect its transformation into a more contemporary, innovative and progressive organisation. With a more consistent and distinctive way of talking to its members, it is now easier to recognise and relate to.

Copy sample:

Times are changing and so are we. We’ve been around for over 100 years which means we’ve learnt a thing or two.One of which is you’ve got to change with the times. We’re transforming into a more contemporary, innovative and progressive organisation, one that speaks in a modern,conversational tone. This means writing like we talk, more naturally. A good test is to ask yourself: Does that sound like something I’d say?

Over the next few pages we explore how our values and personality traits are reflected in the way we communicate with our customers and each other:

Reliable and responsible

Honest and trustworthy

Innovative and progressive