TOV PPT_FINAL2

Editor's Notes

• #4: As with many tasks, writing can seem daunting if you’re left without guidance. But if you have something to say, and you know the way in which it needs to be said – it isn’t as arduous as it first appears. This tone of voice document has been put together to aid and direct you when writing any form of communication on behalf of CIM. It’s essential that we maintain our personality and tone of voice when talking to any audience – whether it’s across our social media platforms or in our annual report. Whatever we say; whenever we say it – we always sound like CIM.
• #5: The scale and pace of change over the last decade has had a transformational effect on how we live and how we work. If our prediction is correct, then the next 10 years will make or break marketing’s role. As the only Chartered body for marketing internationally, we have a responsibility to lead during this period of change – and it’s a responsibility we take seriously. To signal this change, we introduced a new brand image for the first time in more than a quarter of a century. The recrafting and reintroduction of CIM’s crest retains and respects our rich heritage and history, whilst our new wordmark and fresh colour palette renovate and modernise our brand. But our rebrand represents more than just a creative remodel of our logo. It signifies a shift in position, a shift in attitude, and an opportunity to assist in producing the best – not only for the marketing community – but for their organisations and ultimately their customers. As the world’s leading professional marketing body, CIM is uniquely placed not just to be the voice for future debate – but an active participant, catalysing and shaping the future of our changing profession.
• #10: UNLESS WHATEVER MEANS OR WHENEVER IS THE SELLING POINT.
• #11: If you can’t explain in plain English, you don’t understand Point 2: this would be different for social media than it would, perhaps, in an annual report. But it should still sound like us.
• #13: Warm… really friendly… human. Point 1: Get in touch, don’t hesitate to contact, ‘Don’t hesitate to let us know if you need any further support.’ instead of ‘Please contact a member of the team for more information’. Point 2: Avoid x,y,z unsuccessful exam results Not ‘We regret to inform you that your application for membership upgrade was unsuccessful on this occasion.’ – Cold, unfriendly. ‘We’re really sorry, but you’re application was unsuccessful this time’
• #14: We’ve built on our heritage and authority by moving past being just the voice of marketing. Now, we’re an active participant in the conversation. It’s our responsibility to convene the debate and report on progress – bringing together the best and brightest to ensure marketing delivers at the centre of business growth. Our messages always intrigue, excite and elicit a response. We recognise that there are other voices to be heard, and we value what it is they have to say.
• #16: 1. Everything we say is worth being said. - It’s better to use 10 words that deliver an impact than to labour over composing 100 that go unread. So do your research 2. We write what our audience wants to hear because we understand exactly what that is. - The purpose of producing copy (for the most part) is to compel your audience to complete an action. 3. Our copy is simple, not simplistic. - If a single sentence becomes too complex, shorten it. A short sentence is still capable of evoking a formidable response. 4. We’re not afraid to show creativity. - where breaking the rules aids your creativity, don’t shy away from doing so 5. We know our strengths. We know marketing. - Take our heritage in your stride and be confident in our knowledge as an organisation, as well as your knowledge as an individual. Be direct with your language and avoid using the passive. 6. We always sound like CIM. - There’s no need to incorporate each of our brand values in equal measure into everything we write. It’s up to you to decide which approach is most appropriate in each situation. An email regarding a failed exam requires more of an open and optimistic approach than an authoritative one. 7. We see our members as individuals; not numbers. - Our members (whether current, past or potential) are human. And each individual is equally important to us as a business. Use ‘you’ and ‘we’ in your writing to appeal to the reader on a personal level, and let them know that we value their role in the organisation. 8. We focus on our customers and tailor our products according to their needs. - Our writing demonstrates that we understand our members’ needs and deliver a range of information and services that will benefit them. Be clear and explain in simple terms the advantage we’re offering. 9. We’re straightforward and trustworthy. - We never lie. Communicate openly and treat the reader with respect. When we do something wrong, admit it. 10. We constantly perfect and refine our ideas. - It’s rare that we produce anything without fault in one draft. So don’t be disheartened if copy doesn’t flow from your pen in perfect prose. Put your thoughts on paper and fine tune them at a later stage.
• #20: http://www.oxforddictionaries.com/words/apostrophe Example: HINT: Take away the apostrophe and add an S, that should tell you. Peoples isn’t a world. People’s is.