Tone & Context

January 29, 2016

Uberflip’s tone is usually informal and upbeat. We strive to be clear and concise in our writing to make sure the right message gets across, while still keeping things conversational.

So how important is tone?

In some cases, tone actually is more important than voice. For example, we have several authors that contribute the Uberflip Hub. Each author has their own unique voice and that’s the way it should be. However, even though they have their own voice they still write in the spirit of the general tone we’ve defined for all of Uberflip’s content.

Context is also essential to determining the tone of the content you’re creating. Are they reading a how-to post? Scrolling through LinkedIn? Reading an in-app message? Once you know the context, adjust the tone accordingly.

Uberflip’s voice/tone:

  • Smart, but not stuffy

  • Fun, but not silly

  • Cheeky, but not inappropriate

  • Conversational, but not sloppy

  • Helpful, but not arrogant

  • Direct, but not overbearing

  • Simple, but not dumbed-down

Here are a few things to keep in mind that’ll help you stay true to our voice, establish the right tone and use the best language:

  1. As Mark Twain puts it, “don’t use a five dollar word when a fifty cent word will do.”

  2. Keep words, phrases, and paragraphs simple, but significant.  

  3. Writing should be clear, concise, and bold.

  4. Value brevity. Write enough to do justice to your message and capture the reader’s attention, but don’t ramble.

  5. Be funny! But only if it comes naturally. Don’t use humor simply for the sake of using humor.

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