We’re more interested in being honest than hip, so no need for trendy memes. But stay conversational and have empathy for your audience. *Note: This copy is an example only and should not be used without approval.        
Voice and tone Examples Facebook advertising Too warm Too sophisticated “ Hey girl, need health insurance for your team? We could be friends... with benefits” “ Select from upwards of 3,500 small group health insurance plans tailored to your small business’ needs.” Just right 69 Voice & tone Brand Guidelines 3.0