Respectful 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.
LUSH, the cosmetic retailer known for its natural ingredients and ethical stance, communicates with a respectful tone of voice that reflects its commitment to sustainability, animal rights and its consumers.
What is a Respectful tone of voice?
A respectful tone of voice prioritises empathy, understanding and inclusivity. It fosters an environment where all perspectives are valued and treated with dignity, using language that’s both sensitive and considerate.
Startups often use a respectful tone to build trust and establish long-lasting relationships with their audience. This approach is particularly valuable for companies operating in sectors that require sensitive communication or deal with diverse audiences.
Key features
Inclusive language: Acknowledges the diverse backgrounds of the audience.
Cultural sensitivity: Stays clear of potentially offensive terms or expressions.
Formal address: Uses appropriate titles and salutations.
Tactful delivery: Manages delicate or controversial subjects with care.
Avoids sarcasm: Shuns remarks that could be misinterpreted or damage intentions.
Active listening: Responds with thoughtfulness to queries or concerns.
Expresses gratitude: Shows appreciation in interactions with all stakeholders.
Characteristics
Empathetic: Prioritises understanding and validating others' feelings and viewpoints.
Trust-building: Fosters a sense of reliability and predictability.
Open dialogue: Welcomes all perspectives, ensuring they're treated with dignity.
Suitability
Startups aiming to build long-lasting relationships or operating in sensitive sectors may adopt a respectful tone. It instils trust and sets the stage for collaboration and meaningful dialogue.
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Examples of a Respectful tone of voice
Let's look at some examples of companies that use a respectful of voice (click the images to zoom in!)
Monzo
Monzo's web copy leans towards a respectful tone of voice.
Language like “save every day” and “help you save,” is inclusive, suggesting that everyone, regardless of their spending habits, is welcome and can benefit.
The idea of saving is framed in a positive and gentle way, with concepts like “Rainy Day Pot” fostering preparedness without stirring unnecessary anxiety.
By offering features like “automatic savings triggers,” Monzo demonstrates a consideration of user needs, further highlighting their empathetic approach.
Though not overtly expressed, the copy reflects an underlying tone of understanding and assistance, capturing the essence of respect.
We’ve classified Monzo as an Earnest Ally (CSRE).
Slack
Slack communicates with a respectful tone, emphasising collaboration and value.
Through inclusive language, the copy assures users that their project management needs are valued and recognised.
Rather than attempting to overshadow or replace, Slack positions itself as a complement to existing tools.
With a focus on enhancing user experience, phrases like “Slack shouldn’t replace the tools you already use” and “keeping everyone on top of project progress” promote a sense of understanding and collaboration.
By addressing user needs and encouraging open dialogue, Slack's copy is a prime example of how a respectful tone can foster trust and a sense of partnership.
We’ve classified Slack as a Steadfast Analyst (CSRM).
TOMS
TOMS’ website is a shining example of a respectful tone of voice.
By inviting audiences to “Consider us an open book,” TOMS immediately establishes an atmosphere of trust and honesty.
They prioritise transparency, understanding that it's something that their audience values highly.
Instead of only showcasing their successes, TOMS candidly shares “the good, the difficult, and the downright inspiring,” demonstrating authenticity.
By highlighting “our progress and your impact,” TOMS takes a collaborative stance, highlighting the invaluable contribution of their audience to the brand's journey.
This respectful tone fosters trust, ensuring that readers feel valued and appreciated.
We’ve classified TOMS as an Earnest Ally (CSRE).
Respectful tone of voice profiles
Profiles that have a Respectful 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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