Zooming out
Being a changemaker and content creator in this century means having larger and more diverse audiences following our work. As a writer or communicator (of anything, including emails), it’s important to be able to zoom out and see your larger potential audience. After all, writing for just one type of person seems more fitting for a diary than correspondence or communication. The personal flair that you get from your perspective is more valuable if you prepare that flair with its final audience in mind!
Zooming out means questioning assumptions about the daily lives of an audience. They might celebrate some holidays and not celebrate others. They might not fit into one or the other rigid gender box. They might worship, love, joke, read, dance, sing, or feel differently than a writer expects. And the cool thing is if that writer learns how to meet people where they are instead of where they are expected to be, they can make that connection they’ve been seeking.
An audience is not one monocultural behemoth, and that’s a good thing! Because if the content of the message is good, it shouldn’t be exclusive. The goodness should be shared! And sharing it means leaving assumptions behind and getting to know people as they actually are.
Voice
At Amara, our voice is who we are – a creative community that strives for inclusion and hopes to have a big impact. Having an intentional team voice allows us to communicate clearly with our Amara humans and it builds trust. They learn to recognize the way we write, and that familiarity makes it easier for them to trust us.
Our voice is:
- Inspiring
- Inclusive
- Open
- Thoughtful/Acknowledging
- Caring
Tone
Tone is about how we use our voice in different situations. While our voice shouldn’t change much, our tone might shift slightly based on the audience, media used or type of content. Tone is about our attitude, and can change depending on the type of messages conveyed, and tone is about user empathy.
Our tone is:
- Kind
- Inviting
- Semi-formal
- Passionate/Enthusiastic
- Respectful