Voice and Tone

Before you write for Nine Labs, it’s important to think about our readers. While we need to be clear about who we are, what we do, and how we do it; we must keep the focus on the reader's perspective and needs.

Before you write anything, ask yourself:

1. What am I trying to say?
2. What words will express it to someone who isn't technical?
3. What image or idiom will make it clearer?
4. Is this image fresh enough to have an effect?

Here are a few rules to follow:

1. Never start a paragraph with "We". Our focus should be on the reader, not ourselves. Starting with "We" makes it about us.
2. Use the active voice.
3. Put statements in positive form.
4. Use definite, specific, concrete language.
5. Never use a long word where a short one will do.
6. If it is possible to cut a word out, always cut it out.
7. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
8. We always use the Oxford Comma.
9. Keep your exclamation points under control. No more than two per page!
10. Leave out the part that readers tend to skip.
11. If it sounds like writing, rewrite it.
12. Break any of these rules if it makes the reader happy or makes the message better.

Our Voice

Authoritative but not elitist. Confident yet playful. Professional yet casual. We should write as though we're speaking directly to the reader, one-on-one. Use friendly phrases. Keep it short.

Changes in Tone

• Paragraphs should be as short as possible and easy to scan in the page.
• Headings should be less than 12 words.
• Call to Action text should be active and exciting.

Persuasive Words

you results love money health discovery save easy proven new safety guarantee free why announcing sale yes how now benefits fast secrets suddenly now announcing introducing improvement amazing sensational remarkable revolutionary startling miracle magic offer quick easy wanted challenge compare bargain hurry

Strong Verbs

accelerated achieved administered analyzed arranged built completed conceived conducted confirmed consolidated contacted contracted controlled converted created cut delivered demonstrated designed developed directed doubled edited eliminated established exhibited expanded founded generated handled headed implemented improved improvised increased installed invented launched led managed maintained negotiated operated organized originated oversaw performed planned prepared presented produced promoted proposed provided purchased recommended reduced renewed researched revised serviced sold solved sparked strengthened structured succeeded supervised supported taught transferred transformed translated trimmed unified verified won worked