Who is Treatwell?

 

     What we do on paper.

 

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A further look at our

     tone of voice pillars

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Honest

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Confident

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Relatable

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The tone of voice rules

Okay, so how do we take the pillars that define our voice, and write something? Well, with the help of some rules. (Don’t roll your eyes just yet). This list of dos and don’ts mean that any person getting to it with words can refer back to a singular place of TOV truth.

Yes please.

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01. Speak like you’d
speak to a friend 

This is a good way to test if you’re hitting Treatwell’s TOV. Ask yourself – would I say that to a friend? To ensure you get an optimal experience from your appointment... Vs. To make sure your appointment goes smoothly...

04. Let subheadings do
some of the talking.

A sub adds context and means we can keep our main headers shorter. This is ideal for print documents, emails, and even Slides.

02. Use the language of
our audience, everywhere.

If our customer needs to Google our choice of vocabulary to get it, we’re doing something wrong. This doesn’t change by the platform. You’ll get the same vibe and tone from a CRM to an invoice. Our tone works across the board.

05. Don’t fear emojis and
acronyms (but don’t overdo it).

What do we mean by the right place?
You left this in your basket btw.

03. Be inclusive,
in sentiment and style.

From the content we write to the words we use to deliver it. This isn’t a club you’re not apart of. Our language should never segregate.

06. Always be upbeat
and all-round positive.

This is hair and beauty after all.

No thanks.

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01. Leave magazine
clichés in the ‘00s.

We’ve all moved on. Use cliché magazine phrases (trending now, get ready for the new you, etc.)

04. Superlatives are too much
– let’s not exaggerate.

We think we’re great. We also think we’re the greatest. But… claims like that make you sound hyperbolic (or over the top), arrogant, and fewer people believe you.

02. We don’t like exclamation marks.

Must we expand?

05. Don’t gender our language.

You know words like ladylike? Gross. Forget ‘feminine’ or ‘hunky’ or ‘girly’.

03. Stop thinking puns are a good idea. They’re not a good idea.

We don’t think they’re smart or witty. Situational humour is better and smarter. Sometimes they’re not clear.

06. We don't use insecurities

Everyone knows that people look better with fluttery eyelashes. Wrong. Thanks.

The (internal) glossary

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Click to a letter below to find the word you’re looking for.

Internal_glossary

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a b c d e f g h i j k l m n o p q r s t u v w x y z

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Tone of voice scale

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'Sweet spot'

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Tough conversations

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Examples

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