Matter-of-fact tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
Basecamp, the productivity and project management software, communicates with a clear, matter-of-fact tone of voice that reflects its commitment to simplicity and functionality.
What is a Matter-of-fact tone of voice?
A matter-of-fact tone of voice prioritises clear, direct communication that’s free from emotional embellishment. It avoids hype and fluff, opting instead for a balanced, logical presentation of facts.
Startups often use a matter-of-fact tone to build trust and credibility, particularly in sectors that value accuracy and reliability, such as fintech, medtech and analytics.
Key features
Clear language: Avoids fluff and gets straight to the point.
Data-driven: Uses concrete evidence to back up claims.
Logical structure: Organises content for easy comprehension.
Restrained emotion: Minimises the use of exclamation marks or overly expressive language.
Balanced view: Presents both positives and negatives without bias.
Relevance: Focuses content to answer the audience’s questions or concerns.
Neutral stance: Keeps an objective viewpoint on subjects.
Concise: Delivers information in a brief, straightforward manner without unnecessary details.
Characteristics
Trustworthy: Builds confidence in the accuracy of the information.
Informative: Prioritises sharing valuable insights over persuasion.
Professional: Conveys a sense of reliability and expertise.
Suitability
Startups in sectors that value accuracy, such as fintech, medtech or analytics, often prefer a matter-of-fact tone. It’s about presenting dependable information that enables informed decisions.
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Examples of a Matter-of-fact tone of voice
Let’s look at some examples of companies that use a matter-of-fact tone of voice (click the images to zoom in!)
Confluence
Confluence’s website aligns well with the matter-of-fact tone of voice.
The language is straightforward and focuses on delivering clear, unbiased information.
Phrases like “Centralize information,” “Coordinate plans & make decisions,” and “Connect work across teams” get straight to the point, outlining exactly what the platform offers without unnecessary fluff or emotional language.
The structure is also logical, breaking down the offerings into categories like “Knowledge management,” “Project collaboration,” and “Company-wide collaboration.” This aids in easy comprehension, helping the user to quickly understand the range of services provided.
There’s also a focus on relevance, addressing likely questions or concerns a prospective customer might have about managing projects and collaborating within a team.
All of these elements contribute to creating a trustworthy, professional and informative impression, which is characteristic of a matter-of-fact tone.
We’ve classified Confluence as a Composed Analyst (FSRM).
KPMG
KPMG’s website is a prime example of a matter-of-fact tone of voice.
It focuses on delivering clear, objective information, supported by data and specifics.
Phrases like “KPMG member firms are some of the leading financial advisers to the Asset Management industry,” and descriptions of their specialised services, clearly state what they offer without any unnecessary embellishments or emotional language.
The text is organized in a logical structure, delineating the types of services offered - Audit, Tax and Advisory - and the variety of clients they serve.
This straightforward layout makes it easy for the reader to understand what KPMG can provide.
The language is professional and leans towards the informative, addressing the potential questions and concerns that a prospective client might have in the asset management sector.
The overall tone creates an impression of reliability, professionalism and expertise, characteristics that are in line with a matter-of-fact tone of voice.
This tone is highly suitable for a firm in the financial sector that aims to build trust and enable informed decisions for its clients.
We’ve classified KPMG as a Composed Analyst (FSRM).
Notion
Notion employs a matter-of-fact tone of voice by directly focusing on the features and functionalities of the product.
The language is clear and straightforward, avoiding any emotional flourishes or excessive elaboration.
Each feature is stated in a simple, easy-to-understand manner, such as “Native syntax highlighting for dozens of languages” or “Collapsible sections make your docs easy to read.”
The tile format serves as a logical structure, effectively guiding the reader through what Notion offers.
Importantly, the features listed are directly relevant to the potential questions or concerns an audience might have about a document collaboration tool, such as code snippets, toggles and table of contents.
The restrained emotion in the copy contributes to its matter-of-fact tone. While the phrase “Like a bottomless box of building blocks…” adds a dash of creativity, it doesn't detract from the overall objective and straightforward presentation of information.
Thus, the copy aligns with the characteristics of being trustworthy, informative and professional which are typically associated with a matter-of-fact tone.
We’ve classified Notion as a Pragmatic Rebel (CSIM).
Matter-of-fact tone of voice profiles
Profiles that have a Matter-of-fact tone of voice include:
The eight tones of voice
Learn the differences between other tones of voice:
Hi, I’m Oli West
For over 10 years, I’ve written copy for some of the UK’s most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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