Tone of Voice
Our tone of voice provides a set of core elements to define quality writing across all NAIC touchpoints, as well as supporting elements to convey our brand personality to the world.
It informs and unites style guides and writing expectations inside and outside the organization. Voice and tone express a brand’s essence, signaling who we are and what we stand for. They create the feeling: “that sounds like the NAIC.” And they let us show up in the world as the insurance experts we are.
Core Voice
- Approachable: Friendly communication will invite readers in and welcome them to our world of insurance expertise.
- Direct: Short and easily understood writing will give our audience the information they need quickly.
- Discerning: Our writing is backed by strong reasoning and deep expertise.
- Objective: We provide our readers with well-reasoned options and choices to the issues they face.
Supporting Tone
- Factual & Action Oriented: Our stock in trade is fact, not opinion, and we always give ideas for taking action.
- Optimistic: The issues we discuss have solutions (or we’re finding them) and the world of risk is manageable.
- Inclusive: All are welcome and we include our readers through the use of plural possessive in our writing.
Tools & Tips
Checks for Core Voice
- Approachable
- Is it spoken in everyday language where possible?
- Is it empathetic?
- Is all the unnecessary jargon removed?
- Direct
- Is it easy to understand in a single quick pass?
- Is it as clear and as short as possible?
- Is the set of options presented clear and next steps easily understood?
- Discerning
- Are reputable sources used to support our reasoning?
- Is it properly nuanced to ensure accuracy?
- Does the writing appeal to both the head and the heart? In other words, are there proof points to advance rational reasoning as well as acknowledgment of the needs of consumers.
- Objective
- Are all reasonable sides of the issue represented?
- Do we present options instead of directives?
- Does the copy strive to educate?
Checks for Supporting Tone Options
- If Going for Factual and Action Oriented…
- Is the information presented accepted by subject matter experts?
- Do we give the reader pathways to resolve the issues raised in the writing?
- Are action options called out and easy to find?
- If Going for Optimistic…
- Are we focused on solutions over issues?
- Have we phrased the writing in positive language and removed unnecessary negatives (no, not, etc)?
- Have we presented the resolution to issues in hopeful language?
- If Going for Inclusive…
- Do we use plural possessives where appropriate?
- Do readers from all walks of life feel like they are included in the options offered?
- Is the copy mindful of current sensitivities and politics?
Don’t forget these important legal and other reminders
- Be sure to read your policy for specifics on your coverages and exclusions.
- Check with your insurance professional or agent if you have questions about your policy.
- Your local Department of Insurance is always a click or call away if you need help.
Quick Editing Tips
Cut the adverbs:
All of them! Really, very, and basically. Slash and burn! It will force you to choose the best words (is it really red or scarlet?).
Turn passive voice to active voice:
You do that like this…
Make negative statements positive:
This is how you do that…
Confirm all homonyms:
Every there/their/they’re, it’s/its, your/you’re, principle/principal, compliment/complement, affect/effect, weather/whether, to/too/two, lie/lay.
Pick strong verbs:
Are they as precise as they can be? Maybe you edited a story, but perhaps you rewrote, revised, or polished it.
Did you repeat yourself?:
Repetition is sometimes effective. Sometimes. Use it sparingly and intentionally.
Check prepositions:
Look out for common mistakes: more than versus over, less as opposed to fewer, and further rather than farther.
Look for that:
That tends to get overused. Do you need that every time you use it? Go a step further: check who (people) versus that (not people) and that (restrictive) versus which (non-restrictive).
Double-check all pronouns:
Do all of your pronouns have clear antecedents? This and it are often used without a clear and present subject.
Seriously, every time. Providing superior member service starts with getting this correct 100% of the time.
Use specific nouns:
Use specific nouns. Is that boat you mention a rowboat, a tugboat, a barge, a cruise ship, or a kayak?
Hyphenate modifiers:
The Civil War occurred in the 19th century; your aunt collects 19th-century corkscrews.
Check the grade level for consumer facing material:
Most readers are at a 6th to 8th grade level, so we should meet them where they are.
Limit exclamation points:
Make word choices to convey excitement, don’t lean on punctuation.
Read everything aloud:
It’s the best way to catch typos and mistakes and awkward phrasing and lapses in logic.
Check adjectives: Are they all necessary?
Would a more specific noun choice be better? Is it a big house or a mansion? A brimmed hat or a fedora?
Kill your darlings:
Don’t keep something because you like it; keep it because it works by objective measures.
Tone of Voice Summary
01
Approachable and inviting communication
02
Direct and factual
03
Well-reasoned and objective presentation of choices
