Land Rover UK TOV Guidelines
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LAND ROVER <strong>UK</strong> COPY GUIDELINES<br />
5<br />
WHAT’S THE DIFFERENCE<br />
BETWEEN REQUESTED AND<br />
UNREQUESTED COMMUNICATIONS?<br />
An unrequested communication covers things like press ads,<br />
radio spots, online banners and TV commercials. It’s all about<br />
grabbing attention. It’s the cold call.<br />
A requested communication applies to things like emails, letters,<br />
direct mail and websites. It’s all about keeping customers engaged.<br />
It’s the follow-up call.<br />
WHY USE A DIFFERENT TONE<br />
OF VOICE FOR REQUESTED AND<br />
UNREQUESTED COMMUNICATIONS?<br />
While it’s important that our identity remains consistent across<br />
multiple platforms, our tone of voice needs to vary.<br />
Think of it like real life: You don’t speak to your boss the same way<br />
you speak to a friend. And you don’t speak to a friend the same<br />
way you speak to your mum. You adjust your tone according to who<br />
you’re talking to, and what you’re talking about. But your personality<br />
remains the same.<br />
The same principle applies to unrequested and requested<br />
communications, and the different methods of communication<br />
within each.<br />
Here we’ll give you some pointers on how to best get your message<br />
across to your audience in requested communications.
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