Nicely Said

1. Write with clarity, usefulness, and friendliness as your guiding principles

"Good content is clear, useful, and friendly."

Clear communication: Prioritize clarity in your writing by using simple language, avoiding jargon, and explaining complex concepts in easy-to-understand terms. Break down information into digestible chunks and use headings, subheadings, and bullet points to improve readability.

Usefulness and relevance: Ensure that every piece of content serves a purpose and provides value to your readers. Focus on addressing their needs, answering their questions, and solving their problems. Regularly assess your content to ensure it aligns with your goals and mission.

Friendly tone: Adopt a warm and approachable tone in your writing to build trust and rapport with your readers. Use conversational language, show empathy, and write as if you're speaking to a friend. This approach helps create a connection with your audience and keeps them engaged with your content.

2. Develop your brand's voice to reflect your company's authentic personality

"Your voice is in the fiber of your communications. It's what makes people feel like they're listening to someone they know when they visit your website."

Authenticity is key: Develop a brand voice that genuinely reflects your company's culture, values, and mission. Avoid creating a fictional persona or imitating other brands. Instead, focus on communicating your unique perspective and strengths.

Consistency across platforms: Apply your brand voice consistently across all communication channels, including your website, social media, emails, and customer support interactions. This consistency helps build brand recognition and trust.

Evolve over time: Allow your brand voice to evolve naturally as your company grows and changes. Regularly reassess your voice to ensure it remains relevant and aligned with your current goals and audience needs.

3. Adapt your tone to match readers' emotions and context

"To connect with people and show you care, you have to adapt your style to fit their needs at the very moment they're reading your content."

Emotional intelligence: Develop an understanding of your readers' emotional states in different situations. Consider the context in which they're interacting with your content and adjust your tone accordingly.

Tone mapping: Create a tone map that outlines appropriate tones for various content types and reader emotions. For example:

• Celebratory for achievements or milestones
• Empathetic for customer support issues
• Professional for legal or financial information
• Enthusiastic for product launches or announcements

Practice empathy: Put yourself in your readers' shoes and consider how they might feel when reading your content. Use this perspective to guide your word choice, sentence structure, and overall message delivery.

4. Build a community through genuine, empathetic communication

"Community building is about making real connections with people."

Authentic engagement: Focus on creating genuine relationships with your readers rather than treating them as mere followers or fans. Engage in two-way conversations, listen to their feedback, and show that you value their input.

Consistent presence: Maintain a regular presence in your community through:

• Timely responses to comments and messages
• Consistent content publication schedule
• Active participation in relevant discussions

Empower your community: Encourage community members to connect with each other and share their experiences. Create opportunities for them to contribute to your content or participate in your brand's initiatives.

5. Market your product or service honestly and without manipulation

"Helping people and making them happy is the best kind of marketing you can do."

Focus on benefits: Clearly communicate how your product or service improves people's lives or solves their problems. Use concrete examples and specific details rather than vague claims or exaggerations.

Honesty and transparency: Be truthful about your offerings, including any limitations or potential drawbacks. Build trust by being upfront about your capabilities and avoiding misleading statements.

Customer-centric approach: Put your customers' needs at the forefront of your marketing efforts. Develop marketing messages that resonate with their goals, challenges, and aspirations.

6. Handle sensitive topics and situations with care and empathy

"You don't know what's going on in your readers' lives. You don't know their worries and concerns. But you do know the circumstances you're creating for them, and you can write in a way that makes those moments a little easier."

Timely and clear communication: When addressing sensitive topics or delivering bad news, respond quickly and get straight to the point. Avoid unnecessary apologies or flowery language that may increase anxiety or frustration.

Empathetic language: Use language that acknowledges the reader's potential emotions and concerns. Offer support and guidance when appropriate, and provide clear next steps or resources for further assistance.

Appropriate tone: Adjust your tone to match the seriousness of the situation. Avoid humor or casual language in sensitive contexts, and maintain a respectful and professional demeanor.

7. Create intuitive user flows and interface copy to guide readers

"Flows are great places to practice your editing skills."

User-centric design: Approach interface writing from the user's perspective. Consider their goals, potential challenges, and emotional state at each step of the process.

Clear instructions: Provide concise, step-by-step guidance for complex processes. Use active verbs and specific language to describe actions users need to take.

Consistent nomenclature: Develop a consistent system of labels and terms for interface elements. Ensure that buttons, links, and other interactive elements use clear, action-oriented language.

Progressive disclosure: Break down complex information or processes into manageable chunks. Present information gradually as users progress through a flow, avoiding overwhelming them with too much detail at once.

8. Embrace the revision process to polish and perfect your writing

"Editing is the single most important thing you can do to prepare your work for the web."

Multiple drafts: Accept that good writing often requires multiple revisions. Allow time between drafts to gain fresh perspective on your work.

Feedback integration: Seek feedback from colleagues, editors, or early readers. Be open to constructive criticism and use it to improve your writing.

Read aloud: Practice reading your content aloud to catch awkward phrasing, repetition, or unclear passages. This technique helps ensure your writing sounds natural and conversational.

Final polish: Before publishing, conduct a thorough final review to check for:

• Typos and grammatical errors
• Consistency in style and tone
• Clarity and coherence of ideas
• Alignment with your content goals and brand voice

9. Develop and maintain a style guide to ensure consistency across your team

"A style guide helps writers understand your brand voice and content standards. It's a living, working guide to writing for your website."

Key components: Include the following elements in your style guide:

• Content principles and writing guidelines
• Voice and tone guidelines
• Grammar and usage rules specific to your brand
• Guidelines for different content types
• Web-specific style considerations

Accessibility: Make your style guide easily accessible to all team members. Consider using a collaborative platform or wiki to allow for easy updates and reference.

Regular updates: Treat your style guide as a living document. Review and update it regularly to reflect changes in your brand, industry trends, or content strategy.

Training and implementation: Conduct training sessions or workshops to introduce your style guide to team members. Encourage its use in the content creation and review process to ensure consistent application across all communications.

Last updated: May 7, 2025