We prefer the active voice because it supports brevity and makes written content more engaging too. Our writing should be concise and direct. Refer to Audiences to establish what tone best reaches which group of users. fun, not childish clever, not silly powerful, not complicated smart, not stodgy cool, not alienating informal, not sloppy helpful, not overbearing exert, not bossy.Īlso consider your target when determining a content tone. Think and develop the message of your content’s voice and tone.
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