Tone of voice rules
What style and tone of voice guides are made of?
Categories of Rules
Style and tone guides are made of rules. The number of rules is constantly growing, and if you have one in mind, don’t hesitate to drop us a line at support@textok.com!
Every such rule falls under one of these categories and subcategories:
Descriptions of Rules
In this section, you will find concise descriptions of each rule, so you'll have a clear picture of what each of them does to the style and tone of a text.
Please note that many rules are mutually exclusive; for example, "Require writing about the company or brand in first person" and "Forbid writing about the company or brand in first person" cannot be used together.
These are the types of decisions that you have to make while creating a custom tone of voice for a specific audience or channel.
All rules can be added to a tone of voice once, except those that are connected to custom glossaries: "Forbid words from a custom glossary," "Require words from a custom glossary," and "Check exact spelling." Read more about using glossaries here.
The easiest way to start thinking about the particular rules you need is to use our tone of voice wizard or tone of voice matcher. Read more about creating your first custom tone of voice here.
Choice of words
Discriminatory language
Rule title: Forbid words that come across as gendered or homophobic
By forbidding words that may be perceived as gendered or homophobic, you can make sure your brand's communication does not alienate certain groups of people, including women and LGBTQ+ individuals.
By forbidding gendered or homophobic language, companies can mitigate the risk of negative publicity and maintain a positive public image.
Rule title: Forbid words that come across as ageist
Ageist communication includes language, behaviours or attitudes that discriminate against or stereotype individuals based on their age.
Forbidding ageist language in corporate communication can help companies promote inclusivity, protect their reputation, improve employee morale and avoid legal issues.
Rule title: Forbid words that come across as racist
This rule forbids language that stereotypes individuals based on their race or cultural background. Examples of racist language can include slurs, derogatory terms and offensive jokes that target individuals or groups based on their race or ethnicity.
Colonial language, on the other hand, refers to language that reflects and reinforces power imbalances between colonizers and colonized peoples. Such language is often used to justify or rationalize colonialism, imperialism and other forms of oppression.
Rule title: Forbid words that come across as ableist
Ableist language is language that is offensive or derogatory towards people with disabilities or that reinforces negative stereotypes about disability.
Ableist language can have harmful impacts on individuals with disabilities, including reducing self-esteem, creating social isolation and perpetuating discrimination.
That is why brands may choose to exclude words that can be perceived as ableist from their communication.
Rule title: Forbid the use of skin-coloured emojis
Skin-coloured emojis are designed to represent different skin tones, but the default colour for these emojis is often a light beige or peach tone that does not accurately represent the diversity of human skin tones. This can lead to unintentional bias and the exclusion of individuals with darker skin tones.
By forbidding the use of skin-coloured emojis in corporate communication, companies can encourage the use of more inclusive language and imagery that does not perpetuate racial bias. Instead of relying on skin-coloured emojis to represent individuals of different races and ethnicities, companies can use more specific and accurate descriptors to refer to people's identities.
Formality
Rule title: Forbid slang and profanity
Slang refers to informal language that is often used within a specific group or community. It can include words or phrases that are not considered standard or formal language, and may change frequently over time. Profanity refers to language that is considered vulgar, obscene or offensive.
It often includes curse words or other expressions that are considered socially unacceptable in polite conversation. Slang and profanity can be disrespectful to the general public and may cause offense.
By forbidding their use, companies can demonstrate that they respect their audience and value professionalism in public communication.
Rule title: Forbid all words considered informal
Informal language is language that is relaxed, casual and often colloquial in nature. It is language that is used in everyday conversation and is typically not considered appropriate in formal or professional settings.
Informal language can include slang, contractions, abbreviations and other colloquial expressions.
While informal language is appropriate in certain contexts, such as casual conversation with friends or family, it may not be appropriate in more formal settings, such as business meetings or professional emails.
Rule title: Only forbid words considered as very informal
Forbidding words that are considered very informal in a brand's communication while allowing some informality can strike a balance between maintaining a professional image and connecting with customers on a personal level. Informal language can include slang, contractions, abbreviations and other colloquial expressions.
Rule title: Forbid all contractions
Contractions are a common feature of informal speech. Avoiding them can help to create a more formal tone in written or spoken communication.
This can be particularly important in industries where professionalism and formality are highly valued.
Rule title: Forbid words considered very formal
By forbidding the use of very formal words, you encourage writing in a less formal way. By using informal language, a brand can create a more approachable and friendly voice in its communication.
In some cases, using very formal language can come across as pretentious or arrogant. This can be particularly damaging in industries where humility and approachability are valued.
Politeness and assertiveness
Rule title: Require the use of polite words, forbid blunt demands
This rule requires an extra dose of politeness with words such as "please", "kindly" and "thank you", while also forbidding the use of "must" in articulating demands. Blunt demands can sometimes come across as rude or abrasive, which can offend or alienate customers.
By using polite words and avoiding such demands, a brand can show that it values its customers and is committed to providing excellent service.
Rule title: Forbid words or phrases that come across as too ceremonial
Using language that is too formal or ceremonial can make a brand appear distant or unapproachable to customers.
By using more conversational language, a brand can create a more approachable image and build stronger connections with its audience.
Especially for brands that have playful or casual personalities, using language that is too ceremonial can be jarring or out of place.
Rule title: Require the use of "absolute" language and superlatives
Using superlatives such as "the best", "the finest" or "the most wanted" (or Tesla's "the safest, quickest car on the road") and other absolute language can create a sense of confidence and authority in the brand's message.
This can make a strong impression on the audience and help to establish the brand as a leader in its industry.
Rule title: Forbid the use of "absolute" language and superlatives
The use of absolute language and superlatives such as "the best", "the finest" or "the most wanted" can sometimes come across as overly enthusiastic or unprofessional.
By avoiding such language, a brand can create a more measured and professional tone in its communication with customers.
Superlatives, by definition, are strong claims that need to be backed up by evidence. By completely forbidding the use of such language, a brand can minimize the risk of legal problems and protect itself from liability.
Rule title: Control the use of "absolute" language and superlatives
Superlatives, such as "the best", "the finest" or "the most wanted", are words that denote the highest degree of a quality or attribute.
Using superlatives excessively can make the text appear exaggerated, which may not be appropriate in certain contexts.
Overuse of superlatives can reduce the credibility of the text, particularly in cases where the claims made are not supported by evidence.
Rule title: Forbid words or phrases that come across as unconfident
By avoiding so-called hedge words (such as "might", "possibly" or "somewhat"), you make your brand's communication sound more confident.
By avoiding words or phrases that come across as unconfident, a brand can project a more authoritative and trustworthy image, and demonstrate its expertise and authority in the industry.
Rare, complex and abstract terms
Rule title: Control the use of rare and unusual words
Using overly complex or rare words can make the brand's message difficult for customers to understand.
Customers may feel confused or alienated if they encounter rare or unusual words that they are not familiar with in the brand's communication.
By using more common and familiar words, a brand can ensure that its message is clear and easy to comprehend for a wider audience.
Rule title: Control the use of long and complex words
The use of long and complex words can sometimes make communication more difficult to understand.
Using simpler language can also make communication more accessible to people with different levels of education or language proficiency.
This can help to ensure that the brand's message is inclusive and reaches a wider audience.
Rule title: Limit the use of abstract nouns in each sentence
Abstract nouns refer to intangible concepts or ideas that can be difficult to visualize or explain. Overuse of abstract nouns can make the text difficult to follow and understand, particularly for readers who may not be familiar with the topic.
By limiting the use of abstract nouns and using concrete details or examples instead, brands can make the text more accessible, engaging and precise.
For instance, instead of using the abstract noun "innovation", you might use a more specific term like "patented technology" or "ergonomic design".
Rule title: Require the use of abstract nouns
Abstract nouns are commonly used in professional and academic writing, and using them in brand communication can convey a sense of professionalism and expertise. It can also help a brand to stand out from competitors who may use more colloquial or casual language.
Nativeness and regional differences
Rule title: Write in British English
If a brand's target audience is primarily based in the UK or other parts of the world where British English is the standard, using British English can help the brand communicate more effectively with its audience. This can help to improve customer engagement, trust and loyalty.
Rule title: Write in American English
If a brand's target audience is primarily based in the US or other parts of the world where American English is the standard, using American English can help the brand communicate more effectively with its audience. This can help to improve customer engagement, trust and loyalty.
Rule title: Forbid phrases that sound unnatural to native English speakers
Avoiding phrases that do not sound natural to native English speakers can help a brand to appear more professional and competent.
Other words and phrases
Rule title: Forbid words regarded as marketing cliches
Using marketing cliches, such as "bespoke quality" or "elevate your game", can make a brand's communication seem generic and unoriginal.
By forbidding the use of these cliches, a brand can create a unique voice that stands out from its competitors.
Rule title: Require urgent-sounding CTAs
"Act now!" "Limited time offer!" "Don't miss out!" Urgent-sounding CTAs can create a sense of urgency in the reader, encouraging them to take action more quickly.
This can be particularly effective in marketing and sales communications where the goal is to drive conversions.
Rule title: Forbid urgent-sounding CTAs
"Act now!" "Limited time offer!" "Don't miss out!" Urgent-sounding CTAs can create a sense of pressure and urgency in the reader, which may be off-putting or unappealing to some audiences.
This can be particularly true in B2B or high-value sales contexts, where decision-making processes may be more deliberate and less impulsive.
Custom glossaries
Rule title: Check exact spelling
Define the correct spelling of names of people, brands and products (case sensitive, including special symbols). Textok will make sure they are always spelled exactly as they should.
Rule title: Forbid words from a custom glossary
Some companies have specific no-go words, that are not negative or offensive per se but are not consistent with the brand's voice and tone or overall messaging strategy.
Create a custom glossary of words which you don't want to see in your texts.
Rule title: Require words from a custom glossary
Using a specific word can help reinforce a key message or value that the brand wants to communicate to its audience.
By requiring the use of a specific word or phrase in their brand's communication, a company can also increase the likelihood that their website and pages will rank higher in search results for searches related to that topic.
Rule title: Limit the use of a custom word per sentence
In some cases, brands want to limit the use of a particular word or phrase, while not forbidding it altogether. This rule sets the limit for a specific word in each sentence.
Rule title: Limit the use of a custom word or phrase per text
In some cases, brands want to limit the use of a particular word or phrase, while not forbidding it altogether. This rule sets the limit for a specific word in each piece of text.
Readability & flow
Improve overall flow
Rule title: Forbid the passive voice
Passive voice can come across as hesitant or uncertain, or static and unengaging, which may not be desirable in certain contexts.
Passive voice can also be more difficult for readers to understand, as it obscures the subject of the sentence and can make the sentence feel less direct. In some cases, the use of passive voice can be associated with a lack of accountability or responsibility.
This rule urges writing in active voice to make texts more engaging, confident and clear.
Rule title: Adjust ratio of verbs to nouns and adjectives
The decision to use more or less verbs, nouns and adjectives in brand communication depends on the specific goals and audience of the brand.
While using more verbs can be effective for creating action-oriented communication, there may be situations where using more nouns and adjectives is a better approach.
By emphasizing verbs, a brand can create more engaging, action-oriented communication that is easier for audiences to understand and respond to.
On the other hand, using more nouns and adjectives can help to create elaborate pictures with words and explain product features in detail, which may be a better choice for certain types of texts.
Rule title: Minimize the use of pronouns
Brands may choose to limit the use of pronouns in their communications to avoid ambiguity or potential bias, create a more formal tone or to help keep the focus on the message itself, rather than on the people or entities involved.
Rule title: Require more action verbs and fewer "be" verbs
Using action verbs can help a company to emphasize what it does or what its product or service can do, rather than stating a characteristic of its product, service or team using a "be" verb.
By activating this rule, you discourage phrases such as "Our product is reliable", and encourage writing with active verbs: "Count on our product for reliable performance."
Rule title: Minimize the use of transition words
"Moreover, in addition to our standard packages, we also offer premium services, including, for instance, custom branding and SEO optimization."
The overuse of transition words can sometimes make sentences feel cluttered or confusing and can dilute the impact of the main message. Using fewer transition words can help simplify the message, make it more dynamic and easier for readers to understand.
Rule title: Limit the use of "there is"
By avoiding descriptive phrases like, "There is a problem" or "There is a risk", a brand can create more assertive and confident messaging. Such phrases also add complexity to the sentences, making the text "slower" and less direct.
Rule title: Minimize the use of prepositions
"With the use of our cutting-edge technology", "in order to ensure", "at this point in time" — prepositions can sometimes add unnecessary complexity to sentences and make them harder to understand.
Prepositions also make sentences longer, which can make brand communication seem wordy or unfocused. By reducing their use, brand messages can become clearer, more concise and to the point.
Rule title: Limit the use of adverbs
Adverbs are modifiers that describe how, when or where an action is taking place. While adverbs can add emphasis or clarity to a message, they can sometimes come across as subjective, forced or insincere, which can reduce the emotional appeal of a message.
Phrases such as "incredibly fast", "extremely affordable" or "amazingly delicious" are also overused in marketing communication.
Crafting your messages with less adverbs and more specific and descriptive adjectives can help your brand stand out from competitors.
Rule title: Forbid noun strings
Noun strings — three or more nouns in a row — make sentences longer and harder to understand.
Noun strings are characteristic to bureaucratic and academic language, so if your brand seeks to create a dynamic and accessible image, noun strings are to be avoided as much as possible.
Rule title: Forbid word repetition
Using the same words repeatedly can become monotonous and dull for the audience, potentially resulting in disinterest and disengagement.
By avoiding repetition and using a diverse range of language, you can demonstrate creativity and originality in your communication, making it more memorable and impactful.
Emotionality
Overall emotionality
Rule title: Limit overall emotionality of the text
Depending on your brand's overall image and messaging strategy, you may want to limit the emotionality of your texts.
Less emotion is usually associated with a more formal, professional, objective tone of communication, so if these are brand associations you want to cultivate, choose and customise this option.
Rule title: Require high levels of overall emotionality of the text
Depending on your brand's overall image and messaging strategy, you may want to require high levels of emotion overall in your texts.
Emotionally charged content tends to be more memorable than neutral content and can help to create a strong connection between your brand and its audience.
Rule title: Require writing in a confident tone
Industry leaders typically communicate in strong statements. From Nike's iconic "Just do it" to Airbnb's "Belong anywhere", such confident messages are used to assert a brand's unique value proposition, differentiate it from competitors, and inspire trust and loyalty among customers.
Confident communication can make a brand appear knowledgeable, reliable and authoritative, which may be necessary in some contexts and undesirable in others.
Rule title: Limit emotions that may be perceived as too assertive
While emotions can be a powerful tool in branding and marketing, it is important to consider the potential impact on the brand's image.
Emotions can be perceived differently by different audiences, and what may be seen as assertive or passionate by one group may be seen as hostile or confrontational by another.
Very confident and assertive communication can be off-putting to some customers — you know it best because you know your audience.
Rule title: Require writing in light-hearted tone
A light-hearted tone (defined as the expression of positive emotions) can help to create a positive brand image by conveying a sense of approachability, friendliness and humour.
This can be particularly effective for brands that want to appeal to younger or more casual audiences, as well as for certain communication channels, such as social media.
Rule title: Require writing with empathy
Empathetic communication that acknowledges feelings and places an emphasis on care and human connection can be particularly effective in handling layoffs and application rejections, and in resolving conflicts and complaints, by showing that the brand is listening and taking the customer's perspective into account.
Negative emotions
Rule title: Forbid words or phrases that may come across as aggressive
This rule forbid words and phrases that can be perceived as conveying anger, disgust or annoyance. In general, all brands tend to avoid such emotions in their communication with customers, employees and partners alike.
Rule title: Balance negative emotions with positivity
Sometimes companies have to deliver bad news to their employees, customers or partners, be it price rises, unsatisfactory quarter results or other problems. This rule requires balancing bad news with a positive note.
Positivity helps brands navigate challenging situations and crises. By maintaining a balanced approach and focusing on positive aspects, brands can inspire confidence, resilience and trust in their ability to overcome difficulties, reassuring customers and stakeholders during turbulent times.
Special characters
Rule title: Limit the use of emojis
Emojis are associated with casual or informal communication. While for some brands in some contexts (such as social media), they may be appropriate, they would be unsuitable in a more formal mode of communication. Excessive use of emojis in brand messaging can undermine the perception of professionalism. Limiting their use helps maintain a more serious and business-oriented tone. Here, you can set the upper limit of emojis per each piece of text.
Rule title: Forbid rows of emojis
Allowing the use of emojis can add a touch of personality and informality to brand communication, making it more relatable and conveying emotions effectively.
However, rows of emojis can make the communication appear unprofessional.
Such emoji strings can clutter the communication and make it difficult to read or comprehend, potentially leading to misinterpretation or confusion. This rule allows you to set the maximum number of emoji in a row.
Rule title: Require the use of exclamation marks
Exclamation marks are commonly associated with conveying excitement, positivity and energy. Requiring their use can help a brand's communication appear more enthusiastic and engaging, capturing the attention of the audience and creating a sense of enthusiasm about the brand's offerings.
Exclamation marks can add emphasis, making key points or benefits more noticeable and impactful. They can effectively communicate a sense of urgency and encourage immediate action.
Requiring their use in specific contexts, such as limited-time offers or important announcements, can prompt customers to act quickly, boosting conversions and sales.
Rule title: Forbid the use of exclamation marks
Exclamation marks can convey an overly excited or exaggerated tone, which may not align with your desired brand voice or messaging.
Rule title: Control the use of exclamation marks
Exclamation marks are commonly associated with conveying excitement, positivity and energy.
Requiring their use can help a brand's communication appear more enthusiastic and engaging, capturing the attention of the audience and creating a sense of enthusiasm about the brand's offerings.
Exclamation marks can add emphasis, making key points or benefits more noticeable and impactful. They can effectively communicate a sense of urgency and encourage immediate action.
Requiring their use in specific contexts, such as limited-time offers or important announcements, can prompt customers to act quickly, boosting conversions and sales.
Rule title: Limit the use of ellipses
An ellipsis, represented by three dots (...), is used to indicate a pause or omission in a sentence. It is considered an attribute of poetic or informal language.
Overusing ellipses can give a casual or informal tone to the brand's communication.
Limiting its usage helps maintain a more professional and formal image, especially in formal business settings or when addressing stakeholders and clients.
Sentence structure
Complexity
Rule title: Forbid the use of incomplete sentences
Incomplete sentences are often found in casual or informal writing, but they also can be used as an artistic technique to create a specific effect or draw attention to certain ideas or statements. You may want to forbid incomplete sentences if your brand seeks to establish a formal and professional image.
Rule title: Limit average number of words per sentence
Short sentences are easier to understand and digest, ensuring that the brand's message is communicated clearly and effectively. Shorter sentences enhance readability, making the brand's content more accessible to a wider range of individuals.
Whether it's for online platforms, marketing materials or social media posts, using shorter sentences can accommodate various reading preferences, including those who skim or scan through content.
If text accessibility is one of your top priorities, we recommend setting the average word limit for a sentence at 20 to 25.
Rule title: Limit maximum number of words per sentence
Short sentences are easier to understand and digest, ensuring that the brand's message is communicated clearly and effectively. Shorter sentences enhance readability, making the brand's content more accessible to a wider range of individuals.
Whether it's for online platforms, marketing materials or social media posts, using shorter sentences can accommodate various reading preferences, including those who skim or scan through content.
If text accessibility is one of your top priorities, we recommend setting the upper word limit for a sentence at 20 to 25.
Rule title: Limit maximum number of commas per sentence
The presence of multiple commas suggests that the sentence contains additional phrases, clauses or enumerations.
The use of commas also affects the flow and rhythm of a sentence. Sentences with fewer commas tend to have a faster pace and a more direct, concise tone.
On the other hand, sentences with more commas may have a slower pace and a more elaborate, descriptive style.
By limiting the number of commas, sentences become shorter and more concise, making the brand's message easier to understand.
Rule title: Limit maximum number of brackets per sentence
The decision to control the number of brackets per sentence depends on the specific goals, style and preferences of your brand — allow more brackets if you want your sentences to be extra informative and diverse in form and rhythm.
Limit the number of brackets if your priority is simplicity — thus, you will encourage your copywriters to express their ideas more concisely and directly.
Rule title: Limit maximum number of brackets per text
Choose this option if you want to limit the use of brackets not only on the level of each sentence but overall in each piece of text.
You may want to set such a limit if clarity and readability are your most important goals.
Rule title: Require the use of incomplete sentences
Incomplete sentences are often found in casual or informal writing, but they also can be used as an artistic technique to create a specific effect or draw attention to certain ideas or statements.
In this case, the use of incomplete sentences becomes a deliberate stylistic choice to make a text more impactful or memorable.
Choose this option if you want your texts to be rhythmic, unusual and vivid.
Relationship building
Rule title: Require the use of questions in text
Questions are powerful tools for engaging an audience and encouraging interaction, stimulating critical thinking and evoking emotional responses.
Activate this rule if your brand wants to foster stronger connections with your audience, enhance brand loyalty and cultivate a community around the brand.
Rule title: Forbid the use of questions in text
Activate this rule if you are aiming at establishing a more authoritative or assertive tone, as questions can be perceived as less direct or straightforward compared to declarative statements.
Rule title: Control the use of questions in text
Choose this option if you want to encourage the use of questions for engaging an audience but want to avoid their overuse.
Rule title: Require direct address to the audience
Directly addressing the audience creates a sense of personal connection and intimacy. By using inclusive language like "you" or "we", the brand can establish a one-on-one relationship with its customers, fostering loyalty and trust.
Rule title: Forbid direct address to the audience
Certain industries or sectors emphasize professionalism and formality in their communications.
Brands operating in these areas may choose to avoid direct address as it can be perceived as overly casual or informal.
Rule title: Require writing about the company or brand in first person
Writing in first person can create a sense of authenticity and humanize the brand. By using "I" or "we" in the communication, the brand appears more approachable and relatable, fostering a personal connection with the audience.
Rule title: Forbid writing about the company or brand in first person
By avoiding first-person language, brands create a more formal and authoritative tone, which may be appropriate for certain industries or target audiences.
This approach helps to establish credibility and can be particularly important for businesses operating in fields such as finance or law.
Document structure
Length
Rule title: Limit maximum number of words in document
If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the maximal length of the texts (in number of words).
Rule title: Require minimum number of words in document
If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the minimal length of the texts (in number of words).
Rule title: Limit maximum number of sentences in document
If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the maximal length of the texts (in number of sentences).
Rule title: Require minimum number of sentences in document
If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the minimal length of the texts (in number of sentences).
Greetings & farewells
Rule title: Require the use of some kind of greeting
Some genres of corporate communication (such as emails) require a greeting. Use this rule to make a greeting mandatory.
Rule title: Require the use of some kind of farewell
Some genres of corporate communication (such as emails) require a closing farewell. Use this rule to make a farewell mandatory.
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