To effectively connect with our audiences, we must tell our stories with a distinctive voice that reflects our brand personality. The tone of our stories should be confident and genuine, written in a vibrant, easy to read style. We can do both by what we say and how we say it.
Make it appropriate to the intended audience:
- Prospective students vs. prospective donors.
Make it personal:
- Use first and second person.
- "You can" vs. "students can."
Be true, authentic, persuasive:
Claim ownership of USC's assets.
- Speak authentically to the strengths of individual colleges and the university at large
- Write like you were talking to a friend.
- Avoid sounding stuffy or institutional.
- When writing about complex research and related topics, find ways to explain the work with analogies, examples, illustrations, photos and graphs.
- Use action rather than passive verb.