# Welcome to the Writitude Help Guide Find everything you need to know to use Writitude here. Or reach us at support\@writitude.com. [The tone of voice guides](/the-tone-of-voice-guides) [Tone of voice rules](/tone-of-voice-rules) {% content-ref url="/pages/dYg8lflA4uaz02FtURde" %} [Writing Guide Builder](/writing-guide-builder) {% endcontent-ref %} [Glossaries](/glossaries) [Tone of voice Matcher](/tone-of-voice-matcher) [Tone of voice Analyzer](/tone-of-voice-analyzer) *** [FAQ](/faq) # The tone of voice guides Writitude automates compliance in accordance with the brand voice and style guides. There are predefined tone of voice guides in Writitude and custom guides — the ones that you can define yourself. [Writitude's predefined brand voice and style guides](/the-tone-of-voice-guides/writitudes-predefined-brand-voice-and-style-guides) [Custom tone of voice guides](/the-tone-of-voice-guides/custom-tone-of-voice-guides) [Sharing tone of voice guides](/the-tone-of-voice-guides/sharing-tone-of-voice-guides) [Checking tone](/the-tone-of-voice-guides/checking-tone)

Choice of writing guides for tone checking in Writitude

# Writitude's predefined brand voice and style guides You will find here the descriptions of the Writitude's predefined tone of voice guides with text examples. [#empathy-first](#empathy-first "mention") [#friendly-and-easy-going](#friendly-and-easy-going "mention") [#polite-and-dignified](#polite-and-dignified "mention") [#self-confident-and-slightly-formal](#self-confident-and-slightly-formal "mention") [#specialist-talk](#specialist-talk "mention") [#the-best-of-the-best](#the-best-of-the-best "mention") [#vivid-and-metaphorical](#vivid-and-metaphorical "mention") *** ### **Empathy first** Best suited for customer support texts, apologies, layoff and crisis management communication. Puts emphasis on acknowledging feelings, building trust, creating and maintaining relationships. *Text example, written in this tone of voice:* {% hint style="success" %} Dear Candidate, Thank you for reaching out to our company. We know you put time and effort into your application, and we truly appreciate it. Sadly, we cannot move forward with your application at this time. We understand this news may be hard to hear, and we want you to know that we value your feelings. Please keep looking for the right job, and we hope you find success soon. We are grateful that you thought of us as a potential employer. If you have any questions or need support, feel free to reach out to us. Wishing you the best, Company. {% endhint %} ### **Friendly and easy-going** Best suited for consumer brands with wide appeal. Informal, bouncy, easy to read and understand. *Text example, written in this tone of voice:* {% hint style="success" %} Hey there, travel pals! The exciting news is coming your way. Are you set for fresh adventures? Our airline just grew our destination list, so pack your bags and let's fly! First stop, Venice, a city to capture your heart. Drift along charming canals, absorb the rich history, and have some tasty Italian dishes. Bellissimo! Next, greet the stunning Hawaiian Islands! Dive into the vibrant culture, unwind on spotless beaches, and take part in traditional festivities. Paradise awaits! For real adventurers, we're off to the breathtaking Machu Picchu in Peru. Hike the Andes, marvel at ancient Inca ruins, and cherish this amazing experience. Hold on, there's more — Dubai, the dazzling city, joins our list. Indulge in luxury shopping, admire the stunning skyline, and enjoy the excitement of desert flights. We're eager to explore these fantastic destinations with you. So, why wait? Book your next journey now and create memories to last forever. Happy travels, dear friends! {% endhint %} ### **Polite and dignified** Best suited for embassies, government institutions. Conservative, very polite and considerate, it allows no informality and puts emphasis on demonstrating respect. *Text example, written in this tone of voice:* {% hint style="success" %} It is with utmost respect that the Embassy of Beleriand formally extends an invitation for your attendance at our forthcoming conference on the imperative issue of climate change. This prominent event, entitled "A Call for Global Unity: Addressing Climate Change," shall take place on the 20th of September at the embassy premises. We are firmly convinced that your distinguished presence and esteemed insights will contribute substantially to the success of this event, as we strive to cultivate substantive dialogue and cooperation among nations in tackling this global challenge. We kindly request that you confirm your attendance by the 10th of September, in order for us to make the necessary preparations to ensure your comfort and convenience during the event. We ardently await your presence and anticipate engaging in productive discussions. {% endhint %} ### **Self-confident and slightly formal** Best suited for banking, premium and luxury brands, international organisations. Conservative, articulate and assertive, it allows only slight informality. *Text example, written in this tone of voice:* {% hint style="success" %} It is with great pride and confidence that we announce the launch of our latest investment portfolio, exclusively dedicated to the clean technology. Our unwavering commitment to sustainable growth and environmental stewardship has led us to meticulously curate a selection of high-potential, innovative companies that are poised to revolutionise the global clean energy landscape. This distinguished portfolio not only aligns with our corporate values, but also presents a lucrative opportunity for our discerning clientele to partake in the burgeoning clean tech industry. We invite you to explore this exceptional offering and secure your position at the forefront of a greener, more prosperous future. {% endhint %} ### **Specialist talk** For cases when your audience is as knowledgeable as you are. Allows long sentences and complex terms, while ensuring your text is actually readable. *Text example, written in this tone of voice:* {% hint style="success" %} In our latest network monitoring IT solution update, we incorporated several enhancements to boost performance, optimize workflows, and improve user experience. Our system now employs advanced algorithms and machine learning methods, resulting in better anomaly detection and faster identification of potential bottlenecks and security breaches. We also enhanced the user interface for smooth navigation and easy dashboard customization, allowing optimal data visualization. Moreover, we broadened our API integration capabilities, promoting interoperability with numerous third-party tools and encouraging collaboration and efficiency among IT professionals. Our commitment remains steadfast in providing a comprehensive, robust, and user-friendly network monitoring solution that enables IT teams to proactively manage and secure their infrastructure. {% endhint %} ### **The best of the best** Best suited for established brands, leaders of their respective industries. Very confident, assertive, dynamic and intense, without a shadow of self-doubt. *Text example, written in this tone of voice:* {% hint style="success" %} Introducing the unrivaled, award-winning sunglasses that have revolutionized the eyewear industry. These groundbreaking shades boast unparalleled style and functionality. Crafted with meticulous care, each pair exudes sophistication and elegance, making them the ultimate accessory for your summer adventures. Experience the epitome of UV protection, as these sunglasses feature cutting-edge lens technology, ensuring your eyes remain shielded from harmful rays. Ergonomically designed, they provide a flawless fit, setting a new benchmark for comfort. Don't settle for mediocrity. Choose the pinnacle of eyewear excellence and make a statement with these iconic, award-winning sunglasses. {% endhint %} ### **Vivid and metaphorical** Fashion brands, niche brands, disruptive startups. Non-conservative, intense, imaginative, playful, it avoids cliches and aims at creating a vivid and lasting impression. *Text example, written in this tone of voice:* {% hint style="success" %} In a symphony of scents, a maverick stirs. A fragrance, untamed and feral, pirouettes fiercely upon your skin. A murmur of brazen warmth, it narrates tales of uncharted woods where primordial trees sway to the heartbeat of the earth. This cryptic elixir, a fusion of woody whispers, envelops you in a snug, radiant, and enigmatic embrace. A concoction, brewed for the unyielding, the fearless, the unapologetic. Seize the unbound, the unbridled, the iconoclastic. Imbibe the essence of audacity, inhale the quotidian. Defy the ordinary, dare to embrace your authentic self. {% endhint %} # Custom tone of voice guides How to make one? **1)** [**Using Writitude’s Wizard**](/the-tone-of-voice-guides/custom-tone-of-voice-guides/creating-writing-guide-using-tone-wizard) Defining your brand’s custom tone of voice with the writing guidelines Wizard takes just a minute. It is a perfect tool for making a solid base for your tone compliance. Later you can fine-tune and update it to reflect changes in your understanding of style. **2)** [**Using Writitude’s Guide Builder**](/the-tone-of-voice-guides/custom-tone-of-voice-guides/creating-writing-guide-using-builder) If you have a solid pool of content examples that can serve as a reliable reference for building your writing guide, use the Builder.
It also allows you to immediately add glossaries of forbidden and required words, as well as a list of words to always check for exact spelling. Again, later you will be able to fine-tune and update it. **3)** [**Using Writitude’s Matcher**](/the-tone-of-voice-guides/custom-tone-of-voice-guides/creating-writing-guide-using-matcher) Matcher is the tool that calculates which tone of voice best describes your text. It matches the fragment you paste into Writitude with one of its seven predefined tone of voice guides. **4)** [**Using Writitude's Analyzer**](/tone-of-voice-analyzer) Analyzer provides invaluable insights into parameters that influence a text's tone. # Creating writing guide using Builder Guide Builder is a great tool for defining writing guides — if you have a solid base of content samples. It also allows you to add glossaries right away. Use sample texts that reflect the tone and style you want in your writing guide. These can come from your own brand or any brand whose style you like. The key is to choose samples that match the tone you want to use with your audience. You can create one overall guide or separate ones for different channels, formats, or audiences. Let's go through the process of creating a guide with a Builder. 1\) **First, give your guide a title.** Make sure your team members understand when this specific guide should be used.

Creating a writing guide in Writitude using Builder

2\) **Now, add sample texts.** Don’t combine shorter texts into a single entry, and try to create at least three entries. If these are, for example, short social media posts where length is an important characteristic of the format, create as many entries with post samples as you can. Remember — the more samples you include, the more accurate your guide will be.

Added sample text in Writitude's Builder

**To add sample texts**, simply paste the selected text into the Builder’s window and tap the Add button. 3\) Once your sample texts are added, it’s time to **add** [**glossaries**](/glossaries) of forbidden and required words, as well as words that should always be checked for exact spelling. You can define these glossaries in advance and add them to the Builder. Or you can also skip this step and add glossaries to the writing guide later.

Adding glossaries in Writitude's Builder

4\) Finally, **tap on Build my guide.**\ After a short wait, your writing guide will be ready.

A guide created using the Builder. Now you can test and tune separate rules.

# Creating writing guide using Tone wizard Defining your brand’s custom tone of voice with the tone wizard takes just a minute. It is a perfect tool for making a solid base for your tone compliance. Later you can fine-tune and update it to reflect changes in your understanding of style. Click on the “Tone Wizard” in the Tools section of Writitude’s platform.

While Writitude has more than 100 rules that influence style and tone, Wizard simplifies the process of creating your custom tone of voice. It consists of four blocks and in each of them you will have to make a couple of decisions. * Overall text style * Emotions * Relationship building * Discriminatory and harsh language

Stages of the Writitude's Tone Wizard **Overall text style** *Formality level* (choose between four levels) By choosing the optimal level of formality, you forbid or allow the use of words and expressions that are considered too formal or too informal for a particular level. *Forbid marketing cliches* (yes/no) Using marketing cliches, such as "bespoke quality" or "elevate your game", can make a brand's communication seem generic and unoriginal. By forbidding the use of these cliches, a brand can create a unique voice that stands out from its competitors. On the other hand, using such well-known phrases or expressions that consumers have encountered numerous times, can be helpful in communicating the brand’s message in terms customers are used to. Cliches often convey complex ideas or emotions in a simple and concise manner. Brands may use them to quickly communicate a message or evoke a specific feeling without the need for extensive explanation. *Text complexity* (choose complex, easy to understand or not to control) Allowing or forbidding the use of long and complex words, incomplete sentences, limiting the number of words in a sentence or controlling the number of commas or brackets in a sentence — all that will reflect on how your text is perceived. Choose between a simple, easy—to-understand and concise style or more elaborative, descriptive style. *Use best practices to improve text readability and flow* (yes/no) Switch on to improve your flow through the control of the adverb use, forbidding noun strings, word repetition, use of “there is”, minimizing the use of prepositions, and other parameters. Leave off if your style is more to the unconventional side or if you want to set these parameters in a more nuanced manner later. *English language variation* (American, British or not to control) If a brand's target audience is primarily based in the UK or in the US, or other parts of the world where British or American English is the standard, using the exact variety of English can help the brand communicate more effectively with its audience. This can help to improve customer engagement, trust and loyalty. **Emotions** *Show emotions in text* (choose between three levels) Depending on your brand's overall image and messaging strategy, you may want to require high levels of emotion or limit the emotionality of your texts. Emotionally charged content tends to be more memorable than neutral content and can help to create a strong connection between your brand and its audience. While less emotion is usually associated with a more formal, professional, objective tone of communication, so if these are brand associations you want to cultivate, choose and customise this option. *Balance negative emotions with positivity* (yes/no) Sometimes companies have to deliver bad news to their employees, customers or partners, be it price rises, unsatisfactory quarter results or other problems. This rule requires balancing bad news with a positive note. In other cases, emotional mix can be inappropriate. The choice depends on the types of text this tone of voice is aimed at. *Show empathy* (yes/no) Empathetic communication that acknowledges feelings and places an emphasis on care and human connection can be particularly effective in handling layoffs and application rejections, and in resolving conflicts and complaints, by showing that the brand is listening and taking the customer's perspective into account. In other cases, emphatic texts may come across as too emotional and unprofessional. The choice depends on the types of text this tone of voice is aimed at. *Overall tone* (choose confident, light-hearted or not to control) A light-hearted tone (defined as the expression of positive emotions) can help to create a positive brand image by conveying a sense of approachability, friendliness and humour. While confident communication can make a brand appear knowledgeable, reliable and authoritative, which may be necessary in some contexts and undesirable in others. *Urgent-sounding CTAs* (choose between require, forbid or not to control) Urgent-sounding CTAs can create a sense of urgency in the reader, encouraging them to take action more quickly. At the same time, they can create a sense of pressure and urgency in the reader, which may be off-putting or unappealing to some audiences. Choose the option that suits your audience best. **Relationship building** *Ask questions* (choose to require, forbid or not to control) Questions are powerful tools for engaging an audience and encouraging interaction. Require the use of questions for stimulating critical thinking and evoking emotional responses. Forbid it if you are aiming at establishing a more authoritative or assertive tone, as questions can be perceived as less direct or straightforward compared to declarative statements. You can also choose not to control the use of questions in text. *Direct address to audience* (choose to require, forbid or not to control) Directly addressing the audience creates a sense of personal connection and intimacy. At the same time, brands operating in certain sectors may choose to avoid direct address as it can be perceived as overly casual or informal. You can also choose not to control this parameter. *Write about company or brand in first person* (choose to require, forbid or not to control) Writing in first person can create a sense of authenticity and humanize the brand. At the same time, by avoiding first-person language, brands create a more formal and authoritative tone, which may be appropriate for certain industries or target audiences. You can also choose not to control this parameter. **Discriminatory and harsh language** *Forbid slang and profanity* (yes/no) Slang refers to informal language that is often used within a specific group or community. It can include words or phrases that are not considered standard or formal language, and may change frequently over time. Profanity refers to language that is considered vulgar, obscene or offensive. It often includes curse words or other expressions that are considered socially unacceptable in polite conversation. Slang and profanity can be disrespectful to the general public and may cause offense. At the same time, if you are aiming at a niche audience that uses slang and some profanity, allowing it can help your brand create relatable content and authentic relationships with customers. *Forbid words that come across as gendered or homophobic* (yes/no) By forbidding words that may be perceived as gendered or homophobic, you can make sure your brand's communication does not alienate certain groups of people, including women and LGBTQ+ individuals. By forbidding gendered or homophobic language, companies can mitigate the risk of negative publicity and maintain a positive public image. Leave off if you want to define “forbidden words” later yourself using a custom dictionary. *Forbid words that come across as ageist* (yes/no) Ageist communication includes language, behaviours or attitudes that discriminate against or stereotype individuals based on their age. Forbidding ageist language in corporate communication can help companies promote inclusivity, protect their reputation, improve employee morale and avoid legal issues. Leave off if you want to define “forbidden words” later yourself using a custom dictionary. *Forbid words that come across as racist* (yes/no) This rule forbids language that stereotypes individuals based on their race or cultural background. Examples of racist language can include slurs, derogatory terms and offensive jokes that target individuals or groups based on their race or ethnicity. Colonial language, on the other hand, refers to language that reflects and reinforces power imbalances between colonizers and colonized peoples. Such language is often used to justify or rationalize colonialism, imperialism and other forms of oppression. Leave off if you want to define “forbidden words” later yourself using a custom dictionary. *Forbid words that come across as ableist* (yes/no) Ableist language is language that is offensive or derogatory towards people with disabilities or that reinforces negative stereotypes about disability. Ableist language can have harmful impacts on individuals with disabilities, including reducing self-esteem, creating social isolation and perpetuating discrimination. That is why brands may choose to exclude words that can be perceived as ableist from their communication. Leave off if you want to define “forbidden words” later yourself using a custom dictionary. *Forbid the use of skin-colored emojis* (yes/no) Skin-coloured emojis are designed to represent different skin tones, but the default colour for these emojis is often a light beige or peach tone that does not accurately represent the diversity of human skin tones. This can lead to unintentional bias and the exclusion of individuals with darker skin tones. By forbidding the use of skin-coloured emojis in corporate communication, companies can encourage the use of more inclusive language and imagery that does not perpetuate racial bias. Leave off if you want to use skin-colored emojis on purpose. If you are not sure about any on these rules just yet, you can always fine-tune them later in tone of voice editor. # Creating writing guide using Matcher Matcher is the tool that calculates which tone of voice best describes your text. It matches the fragment you paste into Writitude with one of its seven predefined tone of voice guides: * Empathy first * Friendly and easy-going * Polite and dignified * Specialist talk * Self-confident and slightly formal * Best of the best * Vivid and metaphorical To define your custom tone of voice using Matcher, 1\) Choose a piece of text written in the tone that you think would suit best for your own brand. It can be a text created by your company or a text of another brand — the main thing is that the tone of it is what you are trying to define now in your custom tone of voice. 2\) Now, paste the text into Writitude’s editor in the Matcher section in Tools. 3\) Click the “Match” button, and 4\) Click on the best-fitting tone on the top of the list of results on the right side of the screen. You can also use the second-best fitting tone, if you feel like it’s more appropriate for your brand’s communications.

5\) Copy this tone guide by clicking “Duplicate” and re-name it into your custom tone of voice.

Making a copy of a tone of voice in Writitude

Give it a telling name that explains its aim and use the space below to describe this tone guide in more detail.

6\) Now you will use this copied predefined tone as a base for your custom tone of voice. In this way, key rules will now be already tuned with their parameters set at optimum levels, and you can add details that characterize exactly your brand. 7\) Also, pay attention to the rules that use dictionaries. In your custom tone of voice, you now have access to these [glossaries](/glossaries) to add or remove words at your discretion. If there are specific words, terms or names you need to spell correctly throughout all texts, words that you don’t want to use, or, on the contrary, words that you’d like to use in every text, this is a great opportunity to include or exclude them.

8\) Last, and extremely important — test your custom tone of voice and fine-tune it as needed for a perfect fit. As the scope of Writitude's rules continues to expand and your brand develops, your corporate communications tone will always have room for improvement. Honing your style and tone guide is a never-ending endeavour. As the number of Writitude rules increases and your brand evolves, there will always be room for improvement in your corporate communications tone. # Sharing tone of voice guides You can share custom writing guides with other Writitude users having Premium or Professional accounts. Pick the guide you 'd like to share in the Library and tap Share.

The person with whom you share the custom tone and style guide must have a paid Writitude account. Please note that text generation with generative AI is not accessible on the Basic free plan, so users with this plan won't be able to generate text using the shared guide — they can only match and check text for compliance. If the person doesn't yet have an account, we'll email them an invitation to register one, enabling them to start using the shared style and tone guide. You can share a tone guide from the Library section, located in the panel on the left side of the page.

Guides in the Library section of Writitude

All you need is the email address of the person with whom you wish to share your tone guide. When the link is created, you can copy it with one click and send to the writer or editor you're working with. they will need to create an account in Writitude to use it.

# Checking tone With Writitude, you can check whether your written or AI-generated text aligns with a chosen style and tone guide, whether it's predefined or custom. To do this: 1\) Go to the Workspace and select a tone of voice in the upper-right corner of the window. 2\) Paste the text you want to check into Writitude's editor. 3\) Click the "Check compliance" button in the bottom of the panel on the right, in the Compliance suggestions section.

"Check compliance" button in the Writitude's Workspace

After completing these steps, Writitude will provide a list of suggested changes to ensure that your text aligns with the chosen style and tone guide.

You can review each suggestion and rewrite the flagged words or sentences yourself, or use AI-powered editing panel with predefined and custom prompts that you can apply to the selected parts of the text.

Or you can use a star-shaped Fix button in the Suggestion card itself to see what type of rewrite Writitude offers in this case.

# Tone of voice rules What style and tone of voice guides are made of? [#categories-of-rules](#categories-of-rules "mention") [#descriptions-of-rules](#descriptions-of-rules "mention") *** ## **Categories of Rules** Style and tone guides are made of rules. The number of rules is constantly growing, and if you have one in mind, don’t hesitate to drop us a line at ! Every such rule falls under one of these categories and subcategories: [#choice-of-words](#choice-of-words "mention") * [#discriminatory-language](#discriminatory-language "mention") * [#formality](#formality "mention") * [#politeness-and-assertiveness](#politeness-and-assertiveness "mention") * [#rare-complex-and-abstract-terms](#rare-complex-and-abstract-terms "mention") * [#nativeness-and-regional-differences](#nativeness-and-regional-differences "mention") * [#other-words-and-phrases](#other-words-and-phrases "mention") * [#custom-glossaries](#custom-glossaries "mention") [#readability-and-flow](#readability-and-flow "mention") * [#improve-overall-flow](#improve-overall-flow "mention") [#emotionality](#emotionality "mention") * [#overall-emotionality](#overall-emotionality "mention") * [#negative-emotions](#negative-emotions "mention") * [#special-characters](#special-characters "mention") [#sentence-structure](#sentence-structure "mention") * [#complexity](#complexity "mention") * [#relationship-building](#relationship-building "mention") [#document-structure](#document-structure "mention") * [#length](#length "mention") * [#greetings-and-farewells](#greetings-and-farewells "mention") *** ## **Descriptions of Rules** In this section, you will find concise descriptions of each rule, so you'll have a clear picture of what each of them does to the style and tone of a text. Please note that many rules are mutually exclusive; for example, "Require writing about the company or brand in first person" and "Forbid writing about the company or brand in first person" cannot be used together. These are the types of decisions that you have to make while creating a custom tone of voice for a specific audience or channel. All rules can be added to a tone of voice once, except those that are connected to custom glossaries: "Forbid words from a [custom glossary](/glossaries)," "Require words from a custom glossary," and "Check exact spelling." Read more about using glossaries [here](/glossaries). The easiest way to start thinking about the particular rules you need is to use our tone of voice wizard or tone of voice matcher. Read more about creating your first custom tone of voice [here](/the-tone-of-voice-guides). ### Choice of words #### **Discriminatory language** Rule title: *Forbid words that come across as* [*gendered or homophobic*](https://www.textok.com/resources/guides/anti-sexism-tone-of-voice-manual) By forbidding words that may be perceived as gendered or homophobic, you can make sure your brand's communication does not alienate certain groups of people, including women and LGBTQ+ individuals. By forbidding gendered or homophobic language, companies can mitigate the risk of negative publicity and maintain a positive public image. Rule title: *Forbid words that come across as ageist* Ageist communication includes language, behaviours or attitudes that discriminate against or stereotype individuals based on their age. Forbidding ageist language in corporate communication can help companies promote inclusivity, protect their reputation, improve employee morale and avoid legal issues. Rule title: *Forbid words that come across as racist* This rule forbids language that stereotypes individuals based on their race or cultural background. Examples of racist language can include slurs, derogatory terms and offensive jokes that target individuals or groups based on their race or ethnicity. Colonial language, on the other hand, refers to language that reflects and reinforces power imbalances between colonizers and colonized peoples. Such language is often used to justify or rationalize colonialism, imperialism and other forms of oppression. Rule title: *Forbid words that come across as ableist* Ableist language is language that is offensive or derogatory towards people with disabilities or that reinforces negative stereotypes about disability. Ableist language can have harmful impacts on individuals with disabilities, including reducing self-esteem, creating social isolation and perpetuating discrimination. That is why brands may choose to exclude words that can be perceived as ableist from their communication. Rule title: *Forbid the use of skin-coloured emojis* Skin-coloured emojis are designed to represent different skin tones, but the default colour for these emojis is often a light beige or peach tone that does not accurately represent the diversity of human skin tones. This can lead to unintentional bias and the exclusion of individuals with darker skin tones. By forbidding the use of skin-coloured emojis in corporate communication, companies can encourage the use of more inclusive language and imagery that does not perpetuate racial bias. Instead of relying on skin-coloured emojis to represent individuals of different races and ethnicities, companies can use more specific and accurate descriptors to refer to people's identities. #### **Formality** Rule title: *Forbid slang and profanity* Slang refers to informal language that is often used within a specific group or community. It can include words or phrases that are not considered standard or formal language, and may change frequently over time. Profanity refers to language that is considered vulgar, obscene or offensive. It often includes curse words or other expressions that are considered socially unacceptable in polite conversation. Slang and profanity can be disrespectful to the general public and may cause offense. By forbidding their use, companies can demonstrate that they respect their audience and value professionalism in public communication. Rule title: *Forbid all words considered informal* Informal language is language that is relaxed, casual and often colloquial in nature. It is language that is used in everyday conversation and is typically not considered appropriate in formal or professional settings. Informal language can include slang, contractions, abbreviations and other colloquial expressions. While informal language is appropriate in certain contexts, such as casual conversation with friends or family, it may not be appropriate in more formal settings, such as business meetings or professional emails. Rule title: *Only forbid words considered as very informal* Forbidding words that are considered very informal in a brand's communication while allowing some informality can strike a balance between maintaining a professional image and connecting with customers on a personal level. Informal language can include slang, contractions, abbreviations and other colloquial expressions. Rule title: *Forbid all contractions* Contractions are a common feature of informal speech. Avoiding them can help to create a more formal tone in written or spoken communication. This can be particularly important in industries where professionalism and formality are highly valued. Rule title: *Forbid words considered very formal* By forbidding the use of very formal words, you encourage writing in a less formal way. By using informal language, a brand can create a more approachable and friendly voice in its communication. In some cases, using very formal language can come across as pretentious or arrogant. This can be particularly damaging in industries where humility and approachability are valued. #### **Politeness and assertiveness** Rule title: *Require the use of polite words, forbid blunt demands* This rule requires an extra dose of politeness with words such as "please", "kindly" and "thank you", while also forbidding the use of "must" in articulating demands. Blunt demands can sometimes come across as rude or abrasive, which can offend or alienate customers. By using polite words and avoiding such demands, a brand can show that it values its customers and is committed to providing excellent service. Rule title: *Forbid words or phrases that come across as too ceremonial* Using language that is too formal or ceremonial can make a brand appear distant or unapproachable to customers. By using more conversational language, a brand can create a more approachable image and build stronger connections with its audience. Especially for brands that have playful or casual personalities, using language that is too ceremonial can be jarring or out of place. Rule title: *Require the use of "absolute" language and superlatives* Using superlatives such as "the best", "the finest" or "the most wanted" (or Tesla's "the safest, quickest car on the road") and other absolute language can create a sense of confidence and authority in the brand's message. This can make a strong impression on the audience and help to establish the brand as a leader in its industry. Rule title: *Forbid the use of "absolute" language and superlatives* The use of absolute language and superlatives such as "the best", "the finest" or "the most wanted" can sometimes come across as overly enthusiastic or unprofessional. By avoiding such language, a brand can create a more measured and professional tone in its communication with customers. Superlatives, by definition, are strong claims that need to be backed up by evidence. By completely forbidding the use of such language, a brand can minimize the risk of legal problems and protect itself from liability. Rule title: *Control the use of "absolute" language and superlatives* Superlatives, such as "the best", "the finest" or "the most wanted", are words that denote the highest degree of a quality or attribute. Using superlatives excessively can make the text appear exaggerated, which may not be appropriate in certain contexts. Overuse of superlatives can reduce the credibility of the text, particularly in cases where the claims made are not supported by evidence. Rule title: *Forbid words or phrases that come across as unconfident* By avoiding so-called hedge words (such as "might", "possibly" or "somewhat"), you make your brand's communication sound more confident. By avoiding words or phrases that come across as unconfident, a brand can project a more authoritative and trustworthy image, and demonstrate its expertise and authority in the industry. #### **Rare, complex and abstract terms** Rule title: *Control the use of rare and unusual words* Using overly complex or rare words can make the brand's message difficult for customers to understand. Customers may feel confused or alienated if they encounter rare or unusual words that they are not familiar with in the brand's communication. By using more common and familiar words, a brand can ensure that its message is clear and easy to comprehend for a wider audience. Rule title: *Control the use of long and complex words* The use of long and complex words can sometimes make communication more difficult to understand. Using simpler language can also make communication more accessible to people with different levels of education or language proficiency. This can help to ensure that the brand's message is inclusive and reaches a wider audience. Rule title: *Limit the use of abstract nouns in each sentence* Abstract nouns refer to intangible concepts or ideas that can be difficult to visualize or explain. Overuse of abstract nouns can make the text difficult to follow and understand, particularly for readers who may not be familiar with the topic. By limiting the use of abstract nouns and using concrete details or examples instead, brands can make the text more accessible, engaging and precise. For instance, instead of using the abstract noun "innovation", you might use a more specific term like "patented technology" or "ergonomic design". Rule title: *Require the use of abstract nouns* Abstract nouns are commonly used in professional and academic writing, and using them in brand communication can convey a sense of professionalism and expertise. It can also help a brand to stand out from competitors who may use more colloquial or casual language. #### **Nativeness and regional differences** Rule title: *Write in British English* If a brand's target audience is primarily based in the UK or other parts of the world where British English is the standard, using British English can help the brand communicate more effectively with its audience. This can help to improve customer engagement, trust and loyalty. Rule title: *Write in American English* If a brand's target audience is primarily based in the US or other parts of the world where American English is the standard, using American English can help the brand communicate more effectively with its audience. This can help to improve customer engagement, trust and loyalty. Rule title: *Forbid phrases that sound unnatural to native English speakers* Avoiding phrases that do not sound natural to native English speakers can help a brand to appear more professional and competent. #### **Other words and phrases** Rule title: *Forbid words regarded as marketing cliches* Using marketing cliches, such as "bespoke quality" or "elevate your game", can make a brand's communication seem generic and unoriginal. By forbidding the use of these cliches, a brand can create a unique voice that stands out from its competitors. Rule title: *Require urgent-sounding CTAs* "Act now!" "Limited time offer!" "Don't miss out!" Urgent-sounding CTAs can create a sense of urgency in the reader, encouraging them to take action more quickly. This can be particularly effective in marketing and sales communications where the goal is to drive conversions. Rule title: *Forbid urgent-sounding CTAs* "Act now!" "Limited time offer!" "Don't miss out!" Urgent-sounding CTAs can create a sense of pressure and urgency in the reader, which may be off-putting or unappealing to some audiences. This can be particularly true in B2B or high-value sales contexts, where decision-making processes may be more deliberate and less impulsive. #### **Custom glossaries** Rule title: *Check exact spelling* Define the correct spelling of names of people, brands and products (case sensitive, including special symbols). Writitude will make sure they are always spelled exactly as they should. Rule title: *Forbid words from a custom glossary* Some companies have specific no-go words, that are not negative or offensive per se but are not consistent with the brand's voice and tone or overall messaging strategy. Create a custom glossary of words which you don't want to see in your texts. Rule title: *Require words from a custom glossary* Using a specific word can help reinforce a key message or value that the brand wants to communicate to its audience. By requiring the use of a specific word or phrase in their brand's communication, a company can also increase the likelihood that their website and pages will rank higher in search results for searches related to that topic. Rule title: *Limit the use of a custom word per sentence* In some cases, brands want to limit the use of a particular word or phrase, while not forbidding it altogether. This rule sets the limit for a specific word in each sentence. Rule title: *Limit the use of a custom word or phrase per text* In some cases, brands want to limit the use of a particular word or phrase, while not forbidding it altogether. This rule sets the limit for a specific word in each piece of text. ### Readability & flow #### **Improve overall flow** Rule title: *Forbid the passive voice* Passive voice can come across as hesitant or uncertain, or static and unengaging, which may not be desirable in certain contexts. Passive voice can also be more difficult for readers to understand, as it obscures the subject of the sentence and can make the sentence feel less direct. In some cases, the use of passive voice can be associated with a lack of accountability or responsibility. This rule urges writing in active voice to make texts more engaging, confident and clear. Rule title: *Adjust ratio of verbs to nouns and adjectives* The decision to use more or less verbs, nouns and adjectives in brand communication depends on the specific goals and audience of the brand. While using more verbs can be effective for creating action-oriented communication, there may be situations where using more nouns and adjectives is a better approach. By emphasizing verbs, a brand can create more engaging, action-oriented communication that is easier for audiences to understand and respond to. On the other hand, using more nouns and adjectives can help to create elaborate pictures with words and explain product features in detail, which may be a better choice for certain types of texts. Rule title: *Minimize the use of pronouns* Brands may choose to limit the use of pronouns in their communications to avoid ambiguity or potential bias, create a more formal tone or to help keep the focus on the message itself, rather than on the people or entities involved. Rule title: *Require more action verbs and fewer "be" verbs* Using action verbs can help a company to emphasize what it does or what its product or service can do, rather than stating a characteristic of its product, service or team using a "be" verb. By activating this rule, you discourage phrases such as "Our product is reliable", and encourage writing with active verbs: "Count on our product for reliable performance." Rule title: *Minimize the use of transition words* "Moreover, in addition to our standard packages, we also offer premium services, including, for instance, custom branding and SEO optimization." The overuse of transition words can sometimes make sentences feel cluttered or confusing and can dilute the impact of the main message. Using fewer transition words can help simplify the message, make it more dynamic and easier for readers to understand. Rule title: *Limit the use of "there is"* By avoiding descriptive phrases like, "There is a problem" or "There is a risk", a brand can create more assertive and confident messaging. Such phrases also add complexity to the sentences, making the text "slower" and less direct. Rule title: *Minimize the use of prepositions* "With the use of our cutting-edge technology", "in order to ensure", "at this point in time" — prepositions can sometimes add unnecessary complexity to sentences and make them harder to understand. Prepositions also make sentences longer, which can make brand communication seem wordy or unfocused. By reducing their use, brand messages can become clearer, more concise and to the point. Rule title: *Limit the use of adverbs* Adverbs are modifiers that describe how, when or where an action is taking place. While adverbs can add emphasis or clarity to a message, they can sometimes come across as subjective, forced or insincere, which can reduce the emotional appeal of a message. Phrases such as "incredibly fast", "extremely affordable" or "amazingly delicious" are also overused in marketing communication. Crafting your messages with less adverbs and more specific and descriptive adjectives can help your brand stand out from competitors. Rule title: *Forbid noun strings* Noun strings — three or more nouns in a row — make sentences longer and harder to understand. Noun strings are characteristic to bureaucratic and academic language, so if your brand seeks to create a dynamic and accessible image, noun strings are to be avoided as much as possible. Rule title: *Forbid word repetition* Using the same words repeatedly can become monotonous and dull for the audience, potentially resulting in disinterest and disengagement. By avoiding repetition and using a diverse range of language, you can demonstrate creativity and originality in your communication, making it more memorable and impactful. ### Emotionality #### **Overall emotionality** Rule title: *Limit overall emotionality of the text* Depending on your brand's overall image and messaging strategy, you may want to limit the emotionality of your texts. Less emotion is usually associated with a more formal, professional, objective tone of communication, so if these are brand associations you want to cultivate, choose and customise this option. Rule title: *Require high levels of overall emotionality of the text* Depending on your brand's overall image and messaging strategy, you may want to require high levels of emotion overall in your texts. Emotionally charged content tends to be more memorable than neutral content and can help to create a strong connection between your brand and its audience. Rule title: *Require writing in a confident tone* Industry leaders typically communicate in strong statements. From Nike's iconic "Just do it" to Airbnb's "Belong anywhere", such confident messages are used to assert a brand's unique value proposition, differentiate it from competitors, and inspire trust and loyalty among customers. Confident communication can make a brand appear knowledgeable, reliable and authoritative, which may be necessary in some contexts and undesirable in others. Rule title: *Limit emotions that may be perceived as too assertive* While emotions can be a powerful tool in branding and marketing, it is important to consider the potential impact on the brand's image. Emotions can be perceived differently by different audiences, and what may be seen as assertive or passionate by one group may be seen as hostile or confrontational by another. Very confident and assertive communication can be off-putting to some customers — you know it best because you know your audience. Rule title: *Require writing in light-hearted tone* A light-hearted tone (defined as the expression of positive emotions) can help to create a positive brand image by conveying a sense of approachability, friendliness and humour. This can be particularly effective for brands that want to appeal to younger or more casual audiences, as well as for certain communication channels, such as social media. Rule title: *Require writing with empathy* Empathetic communication that acknowledges feelings and places an emphasis on care and human connection can be particularly effective in handling layoffs and application rejections, and in resolving conflicts and complaints, by showing that the brand is listening and taking the customer's perspective into account. #### **Negative emotions** Rule title: *Forbid words or phrases that may come across as aggressive* This rule forbid words and phrases that can be perceived as conveying anger, disgust or annoyance. In general, all brands tend to avoid such emotions in their communication with customers, employees and partners alike. Rule title: *Balance negative emotions with positivity* Sometimes companies have to deliver bad news to their employees, customers or partners, be it price rises, unsatisfactory quarter results or other problems. This rule requires balancing bad news with a positive note. Positivity helps brands navigate challenging situations and crises. By maintaining a balanced approach and focusing on positive aspects, brands can inspire confidence, resilience and trust in their ability to overcome difficulties, reassuring customers and stakeholders during turbulent times. #### **Special characters** Rule title: *Limit the use of emojis* Emojis are associated with casual or informal communication. While for some brands in some contexts (such as social media), they may be appropriate, they would be unsuitable in a more formal mode of communication. Excessive use of emojis in brand messaging can undermine the perception of professionalism. Limiting their use helps maintain a more serious and business-oriented tone. Here, you can set the upper limit of emojis per each piece of text. Rule title: *Forbid rows of emojis* Allowing the use of emojis can add a touch of personality and informality to brand communication, making it more relatable and conveying emotions effectively. However, rows of emojis can make the communication appear unprofessional. Such emoji strings can clutter the communication and make it difficult to read or comprehend, potentially leading to misinterpretation or confusion. This rule allows you to set the maximum number of emoji in a row. Rule title: *Require the use of exclamation marks* Exclamation marks are commonly associated with conveying excitement, positivity and energy. Requiring their use can help a brand's communication appear more enthusiastic and engaging, capturing the attention of the audience and creating a sense of enthusiasm about the brand's offerings. Exclamation marks can add emphasis, making key points or benefits more noticeable and impactful. They can effectively communicate a sense of urgency and encourage immediate action. Requiring their use in specific contexts, such as limited-time offers or important announcements, can prompt customers to act quickly, boosting conversions and sales. Rule title: *Forbid the use of exclamation marks* Exclamation marks can convey an overly excited or exaggerated tone, which may not align with your desired brand voice or messaging. Rule title: *Control the use of exclamation marks* Exclamation marks are commonly associated with conveying excitement, positivity and energy. Requiring their use can help a brand's communication appear more enthusiastic and engaging, capturing the attention of the audience and creating a sense of enthusiasm about the brand's offerings. Exclamation marks can add emphasis, making key points or benefits more noticeable and impactful. They can effectively communicate a sense of urgency and encourage immediate action. Requiring their use in specific contexts, such as limited-time offers or important announcements, can prompt customers to act quickly, boosting conversions and sales. Rule title: *Limit the use of ellipses* An ellipsis, represented by three dots (...), is used to indicate a pause or omission in a sentence. It is considered an attribute of poetic or informal language. Overusing ellipses can give a casual or informal tone to the brand's communication. Limiting its usage helps maintain a more professional and formal image, especially in formal business settings or when addressing stakeholders and clients. ### Sentence structure #### **Complexity** Rule title: *Forbid the use of incomplete sentences* Incomplete sentences are often found in casual or informal writing, but they also can be used as an artistic technique to create a specific effect or draw attention to certain ideas or statements. You may want to forbid incomplete sentences if your brand seeks to establish a formal and professional image. Rule title: *Limit average number of words per sentence* Short sentences are easier to understand and digest, ensuring that the brand's message is communicated clearly and effectively. Shorter sentences enhance readability, making the brand's content more accessible to a wider range of individuals. Whether it's for online platforms, marketing materials or social media posts, using shorter sentences can accommodate various reading preferences, including those who skim or scan through content. If text accessibility is one of your top priorities, we recommend setting the average word limit for a sentence at 20 to 25. Rule title: *Limit maximum number of words per sentence* Short sentences are easier to understand and digest, ensuring that the brand's message is communicated clearly and effectively. Shorter sentences enhance readability, making the brand's content more accessible to a wider range of individuals. Whether it's for online platforms, marketing materials or social media posts, using shorter sentences can accommodate various reading preferences, including those who skim or scan through content. If text accessibility is one of your top priorities, we recommend setting the upper word limit for a sentence at 20 to 25. Rule title: *Limit maximum number of commas per sentence* The presence of multiple commas suggests that the sentence contains additional phrases, clauses or enumerations. The use of commas also affects the flow and rhythm of a sentence. Sentences with fewer commas tend to have a faster pace and a more direct, concise tone. On the other hand, sentences with more commas may have a slower pace and a more elaborate, descriptive style. By limiting the number of commas, sentences become shorter and more concise, making the brand's message easier to understand. Rule title: *Limit maximum number of brackets per sentence* The decision to control the number of brackets per sentence depends on the specific goals, style and preferences of your brand — allow more brackets if you want your sentences to be extra informative and diverse in form and rhythm. Limit the number of brackets if your priority is simplicity — thus, you will encourage your copywriters to express their ideas more concisely and directly. Rule title: *Limit maximum number of brackets per text* Choose this option if you want to limit the use of brackets not only on the level of each sentence but overall in each piece of text. You may want to set such a limit if clarity and readability are your most important goals. Rule title: *Require the use of incomplete sentences* Incomplete sentences are often found in casual or informal writing, but they also can be used as an artistic technique to create a specific effect or draw attention to certain ideas or statements. In this case, the use of incomplete sentences becomes a deliberate stylistic choice to make a text more impactful or memorable. Choose this option if you want your texts to be rhythmic, unusual and vivid. #### **Relationship building** Rule title: *Require the use of questions in text* Questions are powerful tools for engaging an audience and encouraging interaction, stimulating critical thinking and evoking emotional responses. Activate this rule if your brand wants to foster stronger connections with your audience, enhance brand loyalty and cultivate a community around the brand. Rule title: *Forbid the use of questions in text* Activate this rule if you are aiming at establishing a more authoritative or assertive tone, as questions can be perceived as less direct or straightforward compared to declarative statements. Rule title: *Control the use of questions in text* Choose this option if you want to encourage the use of questions for engaging an audience but want to avoid their overuse. Rule title: *Require direct address to the audience* Directly addressing the audience creates a sense of personal connection and intimacy. By using inclusive language like "you" or "we", the brand can establish a one-on-one relationship with its customers, fostering loyalty and trust. Rule title: *Forbid direct address to the audience* Certain industries or sectors emphasize professionalism and formality in their communications. Brands operating in these areas may choose to avoid direct address as it can be perceived as overly casual or informal. Rule title: *Require writing about the company or brand in first person* Writing in first person can create a sense of authenticity and humanize the brand. By using "I" or "we" in the communication, the brand appears more approachable and relatable, fostering a personal connection with the audience. Rule title: *Forbid writing about the company or brand in first person* By avoiding first-person language, brands create a more formal and authoritative tone, which may be appropriate for certain industries or target audiences. This approach helps to establish credibility and can be particularly important for businesses operating in fields such as finance or law. ### Document structure #### **Length** Rule title: *Limit maximum number of words in document* If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the maximal length of the texts (in number of words). Rule title: *Require minimum number of words in document* If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the minimal length of the texts (in number of words). Rule title: *Limit maximum number of sentences in document* If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the maximal length of the texts (in number of sentences). Rule title: *Require minimum number of sentences in document* If you are creating a tone of voice for a specific channel/genre, such as social media, blog posts or press releases, use this rule to set the minimal length of the texts (in number of sentences). #### **Greetings & farewells** Rule title: *Require the use of some kind of greeting* Some genres of corporate communication (such as emails) require a greeting. Use this rule to make a greeting mandatory. Rule title: *Require the use of some kind of farewell* Some genres of corporate communication (such as emails) require a closing farewell. Use this rule to make a farewell mandatory. # Glossaries Glossaries are a great way to fine-tune your tone of voice. Use Glossaries to achieve three aims: 1\) forbid certain words 2\) require certain words 3\) ensure correct spelling of people’s, brand names or any artificially created words You can edit or copy your glossaries and use as many as you need with your custom tones of voice. A glossary can be applied across multiple tones of voice or limited to a single tone. For instance, there might be words that you deem inappropriate for all your communications, while others could be deemed unsuitable only for particular audiences or necessary exclusively in certain types of content (such as blogs or social media posts). To use glossaries in your tone of voice: 1\) Go to Glossaries section in Writitude's Library, click on + to create a new custom glossary. You can also just tap on "+ Create new" button in the top left corner of Writitude's page.

Creating or editing a custom glossary in Writitude

2\) Give it a telling name that explains its aim.

3\) Add words one by one by pressing enter.

Predefined dictionary "Slogan cliches" in Writitude

4\) Use special functions to check for specific word forms or make an exception. When creating or editing your custom tone of voice, choose one of the rules: “Forbid words from a custom glossary” or “Require words from a custom glossary” or “Check exact spelling”, and then pick the applicable glossary from the drop-down menu. If you have multiple glossaries that you wish to use simultaneously, you will need to add the rule several times — once for each glossary. For example, your tone of voice guide might feature three rules: “Forbid words from a custom glossary (“Words our competitors use”)”, “Forbid words from a custom glossary (“Words inconsistent with our image”)” and “Forbid words from a custom glossary (“Words that have performed poorly in ads before”)”. The same applies to “Require words from a custom glossary” and "Check exact spelling” rules — one rule for each glossary. This is the reason why these rules will not be removed from the list in the tone of voice editing mode, unlike other rules which can only be used once.

Special functions in glossaries allow you to create a broader or narrower coverage, as well as making exceptions: **Expand contractions** Select this option if you wish to check texts for all forms of words in your glossary for the broadest coverage. Leave this field empty if you want to check only for a specific form of a word or an exact phrase, resulting in a narrower interpretation. For instance, if you add the word 'don’t' to your dictionary and choose the 'Expand contractions' feature, Writitude will highlight both 'don’t' and 'do not' as errors. **Use lemmas** Select this option if you wish to check texts for all forms of words in your glossary for the broadest coverage. Leave this field empty if you intend to check only for a specific form of a word or an exact phrase, resulting in a narrower interpretation. For instance, if you add the word "boost" to your dictionary and enable the "Use lemmas" feature, Writitude will identify not only "boost" but also all other forms of the same word, such as "booster" and "boosted," as mistakes. **Find only nouns or verbs** Place the tilde (\~) symbol after a word and select a tag from the list to check only for a noun, verb, or another form of the word. *Example*: Love\~NN will flag only cases where “love” is used as a noun, not as a verb. List of part-of-speech tags is available [here](https://www.ling.upenn.edu/courses/Fall_2003/ling001/penn_treebank_pos.html). **Create an exception** Place the caret (^) symbol before a word to create an exception, meaning that this exact form of the word will not be flagged. *Example*: you want to forbid word “best”, but not “^Best”, which is the last name of your CEO. # Writing Guide Builder Guide Builder is a great tool for defining writing guides — if you have a solid base of content samples. It also allows you to add glossaries right away. Use sample texts that reflect the tone and style you want in your writing guide. These can come from your own brand or any brand whose style you like. The key is to choose samples that match the tone you want to use with your audience. You can create one overall guide or separate ones for different channels, formats, or audiences. Let's go through the process of creating a guide with a Builder. 1\) **First, give your guide a title.** Make sure your team members understand when this specific guide should be used.

Creating a writing guide in Writitude's Builder

**To add sample texts**, simply paste the selected text into the Builder’s window and tap the Add button.

Added sample texts in Writitude's Builder

3\) Once your sample texts are added, it’s time to **add glossaries** of forbidden and required words, as well as words that should always be checked for exact spelling. You can define these glossaries in advance and add them to the Builder, or tap +Create custom glossary to create one from scratch on the spot. You can also skip this step and add glossaries to the writing guide later.

4\) Finally, **tap on Build my guide.** After a short wait, your writing guide will be ready.

A guide created using the Builder. Now you can test and tune every rule, if needed.

# Tone of voice Matcher Matcher is the tool that calculates which tone of voice best describes your text. It compares the fragment you paste into Writitude with one of its seven pre-configured tone-of-voice guides: * Empathy First * Friendly and Easy-Going * Polite and Dignified * Specialist Talk * Self-Confident and Slightly Formal * Best of the Best * Vivid and Metaphorical If you have already created a custom tone of voice (this feature is available in any paid Writitude account), that custom tone will also be included in the Matcher results. Matcher is also an excellent starting point for building your custom tone of voice. One of the pre-configured tone-of-voice guides can serve as a platform for your unique style. Simply pick the right one and customize it: 1. Choose a piece of text written in the tone that you believe best suits your own brand. This can be text created by your company or text from another brand; the main thing is that its tone aligns with what you are trying to define for your custom tone of voice. 2. Next, paste the text into Writitude's text window. 3. Click on the "Match" button, and 4. Select the best-fitting tone from the list of results displayed on the right side of the screen. If you feel that the second-best fitting tone is more appropriate for your brand's communications, you can choose that as well.

5\) Copy this tone guide by clicking “Copy and edit” and re-name it into your custom tone of voice.

Use a space below the tone title to describe it in more detail. ![](https://1311099847-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FVwWUDRFrmtq1rWRVONXv%2Fuploads%2FPhxXUGyN2QghgknLXJ6T%2FScreenshot%202025-12-14%20at%2016.57.15.png?alt=media\&token=07c21cd4-7a85-4e57-893b-84525ff4a31b) 6\) Now you will use this copied predefined tone as a basis for your custom tone of voice. In this way, key rules are already fine-tuned, with their parameters set at optimum levels. You can then add details that uniquely characterize your brand, such as a glossary of forbidden words, a list of required words, and the exact spelling of your product names, among other things. 7\) Lastly, and extremely important: test your custom tone of voice and fine-tune it as needed for a perfect fit. As the range of Writitude's rules continues to expand and your brand evolves, there will always be room for improvement in your corporate communication tone. # Tone of voice Analyzer Initially created for internal use by our team to develop Writitude's pre-configured tone and style guides, Analyzer calculates the characteristics of your sample text. Analyzer provides invaluable insights into parameters that influence a text's tone. Analyzer highlights features that often go unnoticed but contribute to the unique feel of each text. These include: * Use of complex words (those with four, five, or six syllables) * Use of discriminatory and informal language * Use of rare words * Use of superlatives * Most frequently used words in the text * Emotions conveyed in the text To analyze your text: 1. Choose a text that you would like to analyze. Make sure it is at least a few paragraphs long, or consists of a few shorter texts of the same tone combined. 2. Go to the "Text Analyzer," as shown below.

Analyzer in Writitude can be found in the Tool section

3\. Use the insights from Analyzer to generate ideas for new rules to add to your custom tone of voice. The Analyzer will help you think about your text in a way you may never have considered before.

Text analysis results in Writitude — in the right panel of Analyzer

For example, to set the correct percentage for the use of rare or complex words, or to control the use of superlatives in the tone-of-voice editor, you can use the information provided by Analyzer. Click on any result to read a detailed explanation of that parameter...

.. and add the related tone rules to any custom tone of voice guide (yes, it has to be created beforehand).

If you have a question or a comment, feel free to drop us an email at [support@writitude.com](mailto:support@textok.com). # FAQ * [Tone of voice guides in W](/faq/tone-of-voice-guides-in-writitude)rititude * [Tone of voice rules](/faq/tone-of-voice-rules) * [Glossaries](/faq/glossaries) * [Tone Matcher](/faq/tone-matcher) * [Tone Analyzer](/faq/tone-analyzer) # Tone of voice guides in Writitude [**What is the brand’s tone of voice**](https://www.textok.com/resources/blog-posts/mastering-brand-tone-of-voice-7-rules-rooted-in-experience)**?** Everybody has their own personality, as unique as their DNA. Some people talk little and are scrupulously polite. From others, every sentence is like a firework. For brands and companies, tone of voice works in the same way that personality does for people. So, in short, tone of voice is the personality of your brand that is expressed through the texts it produces: including ads, social media posts, e-mails, and many more. **How do I know my company has one?** Even if your company has never worked on its tone of voice, you will [already have one](https://textok.com/resources/blog-posts/top-4-challenges-in-your-company-s-communication-you-need-to-solve-asap). It will develop spontaneously as your employees carry out their daily work — writing emails to customers, managing the company’s social media, or writing blog articles. Elaborating a [consistent tone of voice](https://textok.com/resources/blog-posts/brand-tone-of-voice-development-go-specific-or-go-home) will let you achieve your full communication potential. And developing your own [tone of voice guide](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) will bridge your deeply personal understanding of your company’s personality and its business specifics. **How can Writitude help me create my company’s tone of voice?** With Writitude you can go many ways about defining and adopting your specific tone of voice. 1\) You can use one of Writitude’s seven predefined tone of voice guides.

Choice of writing guides — predefined or custom — in Writitude

2\) You can use Tone Wizard, which will help you create the base of your custom tone spending just a couple of minutes.

3\) You can choose a sample text which tone you like (it can be your company’s text or not — choose the text that you really enjoy reading and would like your brand to sound in that way!)

Paste it into Writitude’s window and tap “Find voice matches” button. [The Matcher](/faq/tone-matcher) will match your sample text with the most fitting predefined tone of voice. Now you can copy that tone and customise it, adding or removing words from its dictionaries and going through the list of methods, and tuning the ones that you deem important for your tone. Whichever way you will go, don’t forget to test your custom guides and tune them, if they need more precision. And if you have a question, drop us an email at **Can I share my custom tone of voice guide with another Writitude user?** Starting from the Premium account, you can create up to ten custom tone and style guides and share five of them with other Writitude users. The person with whom you share the custom tone and style guide, has to have any paid Writitude account (please note that, that text generation with generative AI is not accessible with the Professional plan, so the user with whom you will share the tone guide won’t be able to generate text using it — only match and check text’s compliance). You can share a tone guide from the Guides section in Library, which is located in the left menu panel. All you need is an email of a person with whom you want to share your tone guide.

**How to check the tone compliance of my text?** With Writitude you can check if your written or AI-generated text fits a chosen style and tone guide, be it predefined or custom. To do that: 1\) Select a tone of voice in the bottom left corner of the window 2\) Paste the text that you want to check the tone of into Writitude’s window 3\) Then click the “Check compliance” button in the bottom right corner of the right panel in Workspace

After that Writitude will propose a list of changes needed for the text to fit the chosen style and tone guide.

You can go suggestion by suggestion and re-write the marked words or sentences yourself or using the AI-powered functionality for writing and editing selected text right there, in Workspace.

You can also tap on a Fix button in the compliance suggestions cards.

# Tone of voice rules **What is a "rule"?** [Style and tone guides](https://www.textok.com/resources/guides/an-explicit-step-by-step-tone-of-voice-guide-for-corporate-communication) are made of [rules](/tone-of-voice-rules#categories-of-rules). The number of rules is constantly growing, and if you have one in mind, don't hesitate to drop us a line at [support@writitude.com](mailto:support@textok.com)! **How are the rules grouped?** Each of the many Writitude tone and style rules falls under one of these categories and subcategories: Choice of words 1\) Discriminatory language 2\) Formality 3\) Politeness and assertiveness 4\) Rare, complex and abstract terms 5\) Nativeness and regional differences 6\) Other words and phrases 7\) Custom glossaries Readability & flow 1\) Improve overall flow Emotionality 1\) Overall emotionality 2\) Negative emotions 3\) Special characters Sentence structure 1\) Complexity 2\) Relationship building Document structure 1\) Length 2\) Greetings & farewells **Do I have to use all the rules to automate my tone and style guide?** No, you don't. Moreover, many rules are mutually exclusive — for example, "Require writing about the company or brand in first person" and "Forbid writing about the company or brand in first person." Start with the rules you understand and that you know are needed in your communications. Then keep adding new ones when you encounter communication patterns that you would like to automate. The easiest way to start thinking about the particular rules you need is to use our tone of voice wizard or [tone of voice matcher](/tone-of-voice-matcher). Read more about creating your first custom tone of voice [here](/the-tone-of-voice-guides). # Glossaries **Do I need glossaries?** Yes, if you need to fine-tune your tone of voice guide. Glossaries are used to: 1\) forbid certain words. 2\) require certain words. 3\) ensure correct spelling people’s and brand names. **How to create a custom glossary?** 1\) In “My library”, click on + to create a new custom glossary. 2\) Give it a telling name that explains its aim. 3\) Add words one by one by pressing enter. 4\) Use special functions to check for specific word forms or make an exception. 5\) When creating or editing your custom tone of voice, choose a rule: “Forbid words from a custom glossary” or “Require words from a custom glossary” or “Check exact spelling”, and then pick the applicable glossary from the drop-down menu. 6\) If you have multiple glossaries that you wish to use simultaneously, you will need to add the rule several times — once for each glossary. For example, your tone of voice might feature three rules: “Forbid words from a custom glossary (“Words our competitors use”)”, “Forbid words from a custom glossary (“Words inconsistent with our image”)” and “Forbid words from a custom glossary (“Words that have performed poorly in ads before”)”. The same applies to “Require words from a custom glossary” and “Check exact spelling” rules — one rule for each glossary. This is the reason why these rules will not be removed from the list in the tone of voice editing mode, unlike other rules which can only be used once. **What are the special functions in glossaries?** Special functions in glossaries allow you to create a broader or narrower coverage, as well as making exceptions: *Expand contractions* Select this option if you wish to check texts for all forms of words in your glossary for the broadest coverage. Leave this field empty if you want to check only for a specific form of a word or an exact phrase, resulting in a narrower interpretation. For instance, if you add the word 'don’t' to your dictionary and choose the 'Expand contractions' feature, Writitude will highlight both 'don’t' and 'do not' as errors. *Use lemmas* Select this option if you wish to check texts for all forms of words in your glossary for the broadest coverage. Leave this field empty if you intend to check only for a specific form of a word or an exact phrase, resulting in a narrower interpretation. For instance, if you add the word "boost" to your dictionary and enable the "Use lemmas" feature, Writitude will identify not only "boost" but also all other forms of the same word, such as "booster" and "boosted," as mistakes. *Find only nouns or verbs* Place the tilde (\~) symbol after a word and select a tag from the list to check only for a noun, verb, or another form of the word. *Example*: Love\~NN will flag only cases where “love” is used as a noun, not as a verb. List of part-of-speech tags is available [here](https://www.ling.upenn.edu/courses/Fall_2003/ling001/penn_treebank_pos.html). *Create an exception* Place the caret (^) symbol before a word to create an exception, meaning that this exact form of the word will not be flagged. *Example*: you want to forbid word “best”, but not “^Best”, which is the last name of your CEO. **What is “Expand contractions” used for?** Expanding contractions allow you to create a broader coverage of your glossary of forbidden or required words. Select this option if you wish to check texts for all forms of words in your glossary for the broadest coverage. Leave this field empty if you want to check only for a specific form of a word or an exact phrase, resulting in a narrower interpretation. *Example*: if you include word “don’t” in your dictionary and check “Expand contractions”, Writitude will flag both “don’t” and “do not” as a mistake. **What is “Lemmas” used for?** Use lemmas to create a broader coverage of your glossary of forbidden or required words. Select this option if you wish to check texts for all forms of words in your glossary for the broadest coverage. Leave this field empty if you intend to check only for a specific form of a word or an exact phrase, resulting in a narrower interpretation. *Example*: if you include word “boost” in your dictionary and check “Use lemmas”, Writitude will flag not only “boost”, but all other forms of this word as well, such as “booster” and “boosted” etc as a mistake. **What is “Tilde” used for?** Tilde is a character that is used to narrow down the coverage of your glossary of forbidden or required words. Place tilde (\~) symbol after a word and choose a tag from the list to check only for noun or verb or other form of the word. *Example*: Love\~NN will flag only cases where “love” is used as a noun, not as a verb. List of part-of-speech tags used in Writitude is available [here](https://cs.nyu.edu/~grishman/jet/guide/PennPOS.html). **What is “Caret” used for?** Caret is used to create an exception for your glossary of forbidden or required words. Place caret (^) symbol before a word to create an exception. This exact form of the word will not be flagged. *Example*: you want to forbid word “best”, but not “^Best”, which is the last name of your CEO. **How do I connect glossary to a tone of voice?** When you have finished creating a custom glossary, go to “My Library”, choose a tone of voice you want to use this glossary with, pick from the rules list “Forbid words from a custom glossary” or “Require words from a custom glossary” or “Check exact spelling”, and then select the applicable glossary from the drop-down menu. If you have multiple glossaries that you wish to use simultaneously, you will need to add the rule several times — once for each glossary. For example, your tone of voice might feature three rules: “Forbid words from a custom glossary (“Words our competitors use”)”, “Forbid words from a custom glossary (“Words inconsistent with our image”)” and “Forbid words from a custom glossary (“Words that have performed poorly in ads before”)”. The same applies to “Require words from a custom glossary” and Check exact spelling” rules — one rule for each glossary. This is the reason why these rules will not be removed from the list in the tone of voice editing mode, unlike other rules which can only be used once.

**How do I edit a glossary?** You can add new words, delete them, or edit setting of each glossary at any time. Go to “My Library”, choose a glossary you want to edit, do the necessary changes, and save them. Your custom tones of voice that use the edited glossary will automatically employ the latest version. Use the “Copy” function if you wish to create a glossary that is similar to one of your existing glossaries but different in some respect (duplicate, then edit and save).

To copy a glossary, you need to open it and tap on "Copy and edit"

# Tone Matcher **What is Matcher for?** Matcher is the tool that calculates which tone of voice best describes your text. It matches the fragment you paste into Writitude with one of its seven pre-configured tone-of-voice guides. If you have already created a custom tone-of-voice guide (this feature is available in any paid Writitude account), it will also be included in the Matcher results. Try it out!

# Tone Analyzer **What is Analyzer for?** Analyzer calculates the characteristics of your text, providing invaluable insights into the parameters that influence a text's tone. These include: * Use of complex words (those with four, five, or six syllables) * Use of discriminatory and informal language * Use of rare words * Use of superlatives * Most frequently used words in the text * Emotions conveyed in the text

**Where is the "Analyze" feature on the Writitude dashboard?** Find Analyzer in the Tools section.