Tone and Voice External-Facing Communications General tone: Semi-formal, informative Focus on Energy needs to maintain a consistent and recognizable tone and voice when communicating to external partners. When creating content always consider how you would talk with people NOT in the energy efficiency “world.” Semi-formal and informative tone on all Program platforms (website content, social media, email campaigns, media releases) should be accessible and appealing to any person based on the Flesch-Kincaid readability guidelines (write for an eighth grade level). Content should be easy to read using conversational English. Avoid complex words with extensive and confusing syllables. Example of undesired phrasing: Home upgrades can produce kWh and MMBtu savings, extend equipment longevity, and improve conditions for elevated comfort. Example of preferred phrasing: Home upgrades can help you save energy and money, extend the life of your equipment, and improve your comfort. Businesses are typically well-versed in business-related jargon and terms associated with their industry. Like residential customers, they do not always understand technical energy efficiency jargon. Simplify content and focus on the benefits of energy efficiency and participation. Example of undesired phrasing: We provide technical experts who specialize in energy efficiency opportunities for multifamily properties with four or more dwelling units. We offer a range of services that result in lower operating costs and better bottom lines for building owners and managers and lower costs of living and increased comfort for their tenants. Example of preferred phrasing: Work with a technical expert to enhance energy efficiency for multifamily properties (four or more units). We offer services that help businesses: • Lower operating costs and increase bottom lines for building owners and managers. • Lower costs of living and increase comfort for tenants. The general rules listed below apply Program-wide (website content, social media, email campaigns, media releases). Social Media content will follow AP Style as well as Focus on Energy voice and tone guidelines outlined above. Social Media Manager and Content Creators posting copy unique to social media platforms MAY use contractions, colloquialisms, idioms, slang, and qualitative words EXCEPT on LinkedIn.
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