TONE OF VOICE BACK TO CONTENTS Examples on how we speak The words we choose, spoken and written, are the result of both our personality and expression. Remember, keep it short and simple and always use the correct terminology. Finding the right tone of voice is key, so here are some examples. Characteristics Say Not Competent not arrogant Our new engine reduces emissions by 25 %. We have the best engine in the world. Intelligent not intellectual Truly sustainable transportation reduces costs and time. Integrated transport solutions engineered for asset and workflow optimization. Sympathetic not flattering Small is the new big. Because you’re worth it. Challenging but never aggressive We took something good and made it better. We’ve created the very best solution for you. Witty but never ironic or sarcastic Step into a more comfortable working day. Like you’d had a better experience. Powerful but never grand Be part of the solution. Protect the planet. Explain but not lecture To achieve a change in driver attitude and behavior … You must reduce speed to … Reveal but not just describe You gain power by … Engine acceleration is xx. Prove but never just claim The fuel efficiency has been reduced by x (provide reference). Unbeatable fuel efficiency. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 43