Just as in design, our voice and tone principles act as a guide to how we communicate – verbally or in writing.
Since the customer is the hero of our brand story, we should filter and focus on the challenges our customers have and how our solutions help them to win.
Write in a manner that invites anyone; regardless of industry exposure or audience experience, to learn about our solutions. Demonstrate that we care about our employees, customers, and partners in a way that sets us apart from others.
Communicate even the most complex concepts in the simplest way possible using plainspoken language without regional jargon or hyperbole. Use the customer’s words, not ours. For example, we help you grow your business by providing the solutions you need to get more done with less.
Keep content short and to the point. Presume that the reader may only catch a third of the initial content before moving on.
Be mindful of SEO terminology, no unsubstantiated claims, and tailor communication to the purpose/type of content being delivered, always provide a CTA and /or ask for the sale.
Topcon follows the Associated Press Stylebook which is favored among media professionals worldwide. It was designed for use by news and PR organizations, the style strives for simplicity, clarity, accuracy, and brevity.
The book and online subscriptions can be purchased at www.apstylebook.com or www.Amazon.com.
For spelling questions, we recommend the use of the Merriam-Webster dictionary which is available online as well as in bookstores. Always use the first spelling presented. This site also includes a thesaurus which will also come in handy. Finally, Grammarly has a free integration for MS Office that can be downloaded and may also serve as a helpful tool.
Below is a table of commonly misused or misspelled terms.