Tone of Voice document - at www.be.macmillan.org.uk. A

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How we write The way we write (and talk) is a key part of Macmillan’s personality – and helps to build our brand. Our ‘voice’ is an important tool for helping people understand who we are and what we do. It helps them to trust us, encourages them to use us, and inspires them to get involved. With lots of different people writing on behalf of Macmillan, it’s essential that we demonstrate one voice – one that’s consistent, and easy to understand. So when people read our communications they feel confident that we know what we’re talking about. Our style is simple. We talk clearly, and honestly. We say how things really are – but always offer ways to help. We talk as a friend would, with warmth and encouragement. We’re also passionate – we’re speaking on behalf of millions of people and when we need to speak out – to get attention, change minds, and raise funds – we must be loud. Everything from the annual report to a two line email should be written in the Macmillan style. Personal, inspiring, straightforward and active Writing for Macmillan Well, we want you to think P.I.S.A. Not the city famous for its leaning tower but our guiding principles: Personal, Inspiring, Straightforward and Active. These principles help make Macmillan’s ‘tone of voice’. What personal looks like We’re inclusive. One in three people will get cancer. They’re people from all walks of life and all cultures and we want to reach them all. We want people to know that they can get involved with us or turn to us no matter who they are. We want them to join our gang. To do this, we use personal language. We treat people as individuals. Whenever we write something, we think of it as a one-toone between us and the reader. And we think the reader’s much more likely to stay interested in what we’re saying if we’re direct and refer to them as ‘you’. Wouldn’t you agree So say, ‘you can make a difference’ rather than, ‘people who donate money to Macmillan can make a difference. We also try to bring the services we offer to life by focusing on the people who actually provide them. That means we don’t talk about our helpline service – we talk about the Tone of voice , Macmillan, [February 2013] 2 of 25
experts on the end of the phone. And we talk about the people, not the product – this makes it so much warmer. We use quotes and case studies. Want your writing to paint a real picture Then use a quote from a real person. It’s one of the best ways to make your message strikes a chord. But it’s important to pick quotes that work hard. Look for ones that are emotive, succinct and express personal feelings. For instance, here’s someone with cancer talking about how he struggles to pay his heating bills: ‘You can really feel the cold when you have cancer. But often I have to leave the heating off.’ ‘I’m already wearing two pairs of trousers, two jumpers and a woolly hat indoors, and the worst of the winter is yet to come. Sometimes I go to bed during the day rather than put the heating on.’ To find the quote that’s right for you, just head to our online library. What inspiring looks like We speak from the heart. If we want to convince people to join us, then we need to speak about what we stand for with belief, determination and conviction. We need to show what a passionate bunch we are. We need to use inspiring language. We are fearless. We’re never afraid to say when we think something’s fantastic and when we think something isn’t. So don’t hold back. For instance, you could say, ‘Volunteers. We love them. We couldn’t do what we do without them’. Or you could even say, ‘Thousands of people with cancer are struggling to pay their fuel bills. It’s simply not fair. That’s why we’re calling on the government to help people with cancer stay warm without the worry.’ Remember – if you’re pointing out a problem make sure you suggest a solution too. We grab attention. We use language that’s bold, rousing and engaging. You’ll see this style in most of our fundraising materials. For example, ‘You see, we’re not bashful. Our services are brilliant. That’s what we’re told and that’s what we always strive for them to be. But, and you might have seen this coming, there aren’t enough of them out there changing people’s lives – which is where you come in.’ We avoid exclamation marks. They’re not big, they’re not clever. Don’t be fooled into thinking that they’ll make your writing inspirational. As F Scott Fitzgerald once said, exclamation marks are like laughing at your own jokes. So, use them sparingly, and only if you’re absolutely sure you need a big effect. If in doubt, just say no. What straightforward looks like Oftentimes workforce members scribe in a manner that the layman may find somewhat impenetrable. Translation: Sometimes we write in a way that might confuse your average Joe. That’s why it’s so important to use straightforward language. Tone of voice , Macmillan, [February 2013] 3 of 25
Page 1: Tone of voice Macmillan’s writing
Page 5 and 6: How readable is your writing To fin
Page 7 and 8: negative. ‘Sue’s struggles were
Page 9 and 10: Feel free to use ‘survivor’ and
Page 11 and 12: Advice on abstract nouns Abstract n
Page 13 and 14: used to guide the needle to the rig
Page 15 and 16: News and feature articles News arti
Page 17 and 18: Example - ‘Not Alone’ campaign
Page 19 and 20: Writing headlines A headline is the
Page 21 and 22: If you need any more information on
Page 23 and 24: Here’s some we made earlier Examp
Page 25: Further reading In a crowded field,

Tone of Voice document - at www.be.macmillan.org.uk. A

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