Designed for Use, 2nd Edition

Talk Like a Human, Not Like a Company

Companies often use style guides to enforce a consistent tone throughout all of the company’s content. Writers are encouraged to use the third person and a neutral tone. As a result, they are discouraged from letting their personalities show through in their writing.

Unfortunately, such guides encourage text that is boring and bland. People don’t want to read that, and it can be a soul-crushing experience for the people who have to write the text.

If you focus on consistency, you’ll bring everybody down to the level of your worst writer. It’s better to focus on engaging your readers. Address them directly. Write sentences that would sound natural when used in a conversation. Be informal. Talk to the reader. ...