building tools p. 31 tone of voice The most important thing to remember when writing about products is that they should become personal. This means that we shouldn’t overuse Ensure to always use the correct and The best product copy is not flowery, When the language does have to in- model numbers or technical language full name the first time the product is men- or trying too hard to sell. It’s more like clude technical details, they should be when describing the product. tioned, for example: BRAVIATM HDTV, or Sony an email to your friend – short, to the broken down into sensible parts, and not ® Vaio notebook and then afterwards only point, and interesting. Your friend has too cryptic. Bring the reader in on the TM the first name, BRAVIA . Limiting the scien- a reasonable understanding of tech- logic of how the products work (and how tific language releases products from the nology already – Sony never talks down they relate to each other). realm of technology into the emotional to the consumer. side of our lives. The consumer will totally understand our communication, once they buy the product. They will start to sell the product to their friends. And then they’re Sony for life.