Tone of Voice
Language principles
Be direct
we get to the point straightaway
Be concise
we avoid jargon and only write when and what’s needed
Be relevant
add value, always service, never sell
Tone
Direct, authentic & informative
not funny or witty
Professional & approachable
neither overly casual nor too formal
Passionate & knowledgeable
we care
What we are |
| Direct |
| Informative |
| Authentic |
| Professional |
| Approachable |
| Passionate |
| Knowledgeable |
| Respectful |
| Caring |
What we aren’t |
| Quirky |
| Humorous |
| Playful |
| Salesy |
| Chummy |
| Casual |
| Edgy |
| Sarcastic |
| Critical |
Words we use, words we don’t use and why
Words we use
Business
Words we don’t use
SME, small business
Business don’t think of themselves according to their size. They are simply a business.
Words we use
Credit facility, Finance, Account
Words we don’t use
Loans, business loans, lending, deal
Traditional loan doesn’t reflect our suite of our products
Words we use
Get started, Join us, Join the network,
Open or Activate your account, Onboarding
Open or Activate your account, Onboarding
Words we don’t use
Business loan application, application, Apply, Accreditation
*Application exception broker
*Business loan exceptions for direct ad spend
*Business loan exceptions for direct ad spend
We’ll never ask our customers to apply. Where others are approval-based, linear lenders, we communicate like a modern, customer-focused and more responsive platform business.
Words we use
Set your limit, it’s ready
Words we don’t use
You’re approved
Where everybody else is approval-based, linear lenders, with a master/slave mentality, we are a modern platform business.
Words we use
On demand, responsive, real time
Words we don’t use
Quick, fast, instant, speedy, hassle-free, free, guaranteed
Real, not salesy
Words we use
Rate, interest rate,
Words we don’t use
Competitive rates, transparent pricing
Words we use
Finance, funds, cash flow
Words we don’t use
Cash, money
Straightforward
Words we use
Credit and payments platforms, technology company
Fintech (recruitment and in the right context)
Fintech (recruitment and in the right context)
Words we don’t use
Online lender, specialist business lender, small business lender,
non-bank lender.
non-bank lender.
Terms that business use
Words we use |
||
| Business | ||
| Credit facility, Finance, Account | ||
| Get started, Join us, Join the network, Open or Activate your account, Onboarding |
||
| Set your limit, it’s ready | ||
| On demand, responsive, real time | ||
| Rate, interest rate, | ||
| Finance, funds, cash flow | ||
| Credit and payments platforms, technology company Fintech (recruitment and in the right context) |
||
Words we don’t use |
||
| SME, small business | ||
| Loans, business loans, lending, deal | ||
| Business loan application, application, Apply, Accreditation *Application exception broker *Business loan exceptions for direct ad spend |
||
| You’re approved | ||
| Quick, fast, instant, speedy, hassle-free, free, guaranteed | ||
| Competitive rates, transparent pricing | ||
| Cash, money | ||
| Online lender, specialist business lender, small business lender, non-bank lender. |
||
Level 21, 177 Pacific Hwy
North Sydney, NSW 2060
North Sydney, NSW 2060
Privacy Policy. Terms and conditions. Please consider the information before you decide whether the product is appropriate for your business. Standard credit assessment, fees, terms and conditions apply. The products and service offered are available in Australia from Shift Financial Pty Ltd. ABN 24 149 390 625, (“Shift”).