Voice and tone
This section outlines how we write to express our brand and values and how we adapt our content to different contexts for our customers and pros.
What is voice and tone?
Voice doesn’t change. It’s your personality and how you sound, regardless of the situation.
Tone changes all the time depending on context and setting. It’s how you speak, depending on who you’re talking to or the situation you’re addressing.
Thumbtack’s voice attributes
Pros and customers should read and sense the real person on the other end of those words. In combination, the following attributes make Thumbtack’s voice what it is:
| Attributes | In other words: |
|---|---|
Refreshing |
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Realistic |
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Relatable |
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Different moments, different tones
When deciding on tone, consider:
- What stage of user journey you’re currently writing for
- The user’s current emotions
- How much space you have for content
Low tone | Medium tone | High tone |
|---|---|---|
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