Refer to your goals to help you establish a tone for writing and also refer to your brand guidelines.
Whatever your tone, keep written text length to a snack-able size as it needs to be read and
understood at a glance.
You might be able to use Formal tone for External Communications and Informal tone for Internal Communications for where the audience is employee based.
- The headline is read first, so it should be clear, concise and accurately represent the content of the message - ‘snack-able’ (questions can work well for attention-grabbing, but don’t
use them for all slide headlines)
- Read your written text, both forward and backward. Reading it backward, gives you an idea of how long it will take someone seeing it for the first time to read it in its entirety
- Get to the heart of the matter quickly
- If it fits within your brand, try to utilise witty calls to action