Today's hot take on voice and tone: Unless you're talking to a real niche audience, your voice principles are going to have a whole lot of overlap with core UX writing principles.
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"Here are some examples of words we like to use: - re-invigorate - unanimity (seriously!) - spearheading - veracity" Comms colleagues 6 months later: "why can nobody find our content in Google?" Try using words your users use instead?! lol
My favorite is when we user test some of these and people are like what does that even mean. And I just can’t help but smile.
