Not here much anymore. I wrote @designerswrite. I publish @uxwritingevents. Chaotic neurotic queer. 
Blog: http://kubie.co
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User is an important and useful distinction. All users are humans, but not every human is your user. Not all of your market are your users. Not all of your customers are your users.
You can create content and interfaces that are human-centered – friendly, ethical, no dark patterns, etc. – that are not user-centered, i.e. that do not prioritize the needs/questions/interests of the specific sub-group of humans that actually use your thing.
You can't create user-centered content if you haven't set priorities. These are hard conversations. They're harder than pulling together a deck of feel-good principles about how to write like a human.
If you have a "voice and tone guide" but have not identified who your users are and prioritized them, you really only have a voice guide (if that). Tone is contextual, and appropriate tone necessarily varies depending on whom you're speaking to.
A voice architecture not informed by identifying your prioritized audiences and understanding their needs (and their true perception of you) is a fantasy exercise. Voices are found, not built.
It's especially important for content people (content designers, content strategists, UX writers, et al) to embrace the term user. Words like customer, subscriber, and buyer let us hide from the truth that our words are part of a thing that people have to USE. It has to work.
Words shape how we think, especially at the organizational level. If your company only ever talks about markets and customers, you may find yourself doing lots of "market research" but very little user research.
sir, my target audience is MAMMALS
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