Our TOV should be…
Inspiring- Uplifting, motivating & imaginative.
Inclusive- Approachable, human & non-judgemental.
Strong- Courageous, competitive & empowering.
Optimistic- Encouraging, hopeful & positive.
So, how should we talk to them?
Our customers are like our mum, sisters, friends and neighbours. The people you feel most relaxed around, where the conversation flows without any awkward silences.
Essentially, we want to be seen as funny, experienced and trustworthy. We’ve got the years of experience customers want from a beauty brand, as well as the approachability of their best friend. And that’s why it’s important we talk directly to our reader, not at them, and definitely not down to them – speaking to them in a language they get.
The right and wrong of Avon’s Tone
Keep it simple:
Correct: Love make-up? Then you’ll love this.
Wrong: Are you a fan of make-up? Then I think you should look at this latest product, because I think you will like it.
Never infantilise them or assume they don’t know:
Correct: This skin-loving hero contains hyaluronic acid, which works to lock in your skin’s moisture for a more hydrated look.
Wrong: This skin-loving hero contains a special type of ingredients, which helps your skin hold onto moisture for longer, so that it stays hydrated.
Don’t go too niche or young with your language:
Correct: The ultimate skin rejuvenator. In just 7-days it promises to reverse the effects of ageing, leaving you with smoother, healthier and plumper-looking skin.
Wrong: It’s time to put all your skincare in one basket. This serum is definitely your type on paper.
Always use personal pronouns, unless it feels odd:
Correct: Oops, looks like you left something in your basket!
Wrong: A product has been left in the checkout basket. Complete order today.
