Services — II
Strategy and voice, agreed before a word is written.
We put in writing what your organisation sounds like in public, what it talks about, and what it will never say — so every post that follows is a decision already made well.
Your voice, written down
Organisations in regulated sectors rarely lack things to say. What they lack is an agreed way of saying them — which is why their social media so often swings between silence and regret. We spend time with your senior people, listen to how they actually talk about the work, and write it down as a working document your whole organisation can stand behind.
What we agree, and what we rule out
The most valuable page of any voice document is the one that says what you will never do. It is the page that protects you on a bad day.
We say
- Plain English, warm but unhurried
- Real people, named with consent
- Honest accounts of the work, including its difficulty
- Thanks, given specifically
We never say
- Claims we cannot evidence
- Anything about an identifiable client without written consent
- Comment on competitors or complaints in public
- Exclamation marks doing the work of substance
An illustrative extract — your document is written from scratch, with your people.
Strategy that respects your calendar
Alongside voice, we agree the practical strategy: which channels earn their keep, what a sensible publishing rhythm looks like, which audiences matter — families, referrers, recruits, professional peers — and how we will know whether it is working. Reviewed properly twice a year, adjusted quietly whenever the evidence says so.
Questions
Asked, answered plainly.
What does the voice work actually produce?
A short written document: how you sound, the subjects you own, the phrases you avoid, and how you respond under pressure. It is specific enough that any competent writer could pick it up and sound like you.
We have brand guidelines already. Is this different?
Usually, yes. Brand guidelines tend to cover logos and colours. Voice guidelines cover judgement — what you say when a family complains publicly, or when a story touches your sector. Most guidelines are silent exactly where it matters.
How long does the strategy stage take?
Two to three weeks, including time spent with your senior people. We would rather take a fortnight now than spend a year publishing content that sounds like nobody in particular.
Start with a conversation, not a contract.
A half-hour call. We will listen, tell you honestly whether we can help, and put anything we propose in writing. No obligation, no follow-up campaign.