Communication audits (Best Buy), branding consultancy and template development (Compaq Computers, DAF Trucks, Philips Medical Systems) and project management of large communications projects (Honeywell, DSM, Océ Technologies) often don’t look like much in a portfolio but have a large impact on the companies for which they were done. For example, we changed the “voice” DAF Trucks was using with customers from technology-focused to emotion-focused. A portion of DAF Trucks branding manual read like this:
Tone of voice
The most important characteristic of DAF’s tone of voice is its customer-oriented perspective. Your copy, therefore, should speak directly to the reader. One way of doing this is by using words like “you,” “we” and “us” in your text. This helps create a bond between DAF and the reader. You should also talk about customer concerns in a sympathetic and realistic manner because it makes DAF sound more compassionate and knowledgeable. And it leaves the reader with a more positive feeling about DAF. Where possible, you should always lead with information about how DAF’s product or service is going to benefit the customer. This helps readers get interested in the text and continue reading.
Below are some examples of this type of short, direct, customer-oriented copy:
Get home in time to see her make a wish
There’s lots more riding on your truck than just a heavy load. Timetables, budgets and even your daughter’s birthday party. The last thing you need to worry about is whether your truck’s up to the job. With DAF trucks, you won’t have to. We’ll get you there on time—and save you costs along the way. Thanks to industry-best fuel economy, highly productive operating systems, and our fast, premium service in the unlikely event of problems. Which means you’re free to focus on issues that really matter. Like being there when she blows out the candles.Help is always just down the road
The fact is even the best truck can meet the unexpected on the road, and it usually happens at the worst possible time. Getting you back on the road quickly is crucial and that’s where you can count on DAF. With our International Truck Service, help is always just down the road. We’re available 24 hours a day, 365 days a year. And have all common parts on hand to get you up and running quickly. So you spend less time helplessly seeing your profitability slip away and more time getting your load where it needs to go.
“Leslie was instrumental in helping us develop shorter, more customer-focused deliverables. We are now producing sharper brochures that speak more directly to the needs of our customers.”
~Marisa Lucena Arroyo, Compaq Computers EMEA