1.8 KiB
1.8 KiB
Tone of Voice Example: SaaS Onboarding Tool
Context: B2B SaaS for employee onboarding, target users are HR managers (stressed, overwhelmed, want to feel capable)
Suggested Tone of Voice
Tone Attributes
- Supportive & Reassuring: HR managers are stressed about onboarding. Our tone should reduce anxiety, not add to it.
- Professional but Warm: B2B context requires professionalism, but warmth builds trust.
- Clear & Concise: Busy users need straightforward communication, no fluff.
- Empowering: Frame actions around user capability, not system features.
Examples
Error Message:
- ✅ "We couldn't find that email. Double-check for typos?"
- ❌ "Error 404: User not found"
Button Text:
- ✅ "Add your first employee"
- ❌ "Create new record"
Empty State:
- ✅ "Your onboarding dashboard is ready. Let's add your first employee to get started."
- ❌ "No employees added yet"
Success Message:
- ✅ "Perfect! Sarah's onboarding is set up. We'll send her the welcome email tomorrow at 9 AM."
- ❌ "Employee record created successfully"
Analysis
Why This Tone Works:
- Supportive: "We couldn't find" (collaborative) vs "Error" (blaming)
- Professional but Warm: Uses proper grammar but friendly language
- Clear: Specific, actionable messages without jargon
- Empowering: "Add your first employee" (user action) vs "Create new record" (system function)
Alignment with User State:
- HR managers are stressed → Reassuring tone reduces anxiety
- Want to feel capable → Empowering language focuses on their actions
- Need efficiency → Clear, concise messaging respects their time
- Professional context → Maintains appropriate formality with warmth
Example demonstrating Tone of Voice definition for B2B SaaS product