Tone of voice
Pages that sound
like your brand.
Marcus
Amazon01The starting point
A hundred pages,
a hundred ways of talking.
When several people write, or supplier copy is reused, every page has its own style. Customers go from an enthusiastic tone to a technical one from one product to the next.
- A style that changes with every pageWriters, suppliers, different eras: the catalog speaks with several voices.
- Vocabulary that isn’t yours“Electric screwdriver” where your customers search for a “drill driver”.
- Guidelines repeated endlesslyEvery writer relearns what the brand says, and what it doesn’t.
02How it works
You ask. The agents take care of it.
- 01Describe your toneA few sentences are enough: who you’re talking to, and how.
- 02Give your wordsThe vocabulary to use, the words to avoid, your house phrasing.
- 03A tone per channel if neededMore factual on a marketplace, more personal in your store.
- 04Every page follows the voiceThe generation agent writes from the master data, in the defined tone.
Tone
Vocabulary
Words to avoid
Examples
Channel
03The result in Upsellr
One catalog,
one voice.
Every page sounds like your brand, from the first product to the last.
The vocabulary is yours, and the guidelines are followed.
- ConsistentThe same tone across the catalog
- Your vocabularyYour customers’ words
- Per channelA tone suited to each channel
Illustrative example · sample data
04What makes the difference
What makes a brand’s tone.
One product, several voices.
Tone doesn’t just change how things are said: it also changes what’s highlighted, figures for an expert audience, uses for the general public.
What you say, what you don’t.
Your writing guidelines apply to every page: phrasing to favor, expressions to ban.
Your customers’ words.
Your vocabulary replaces the suppliers’: the words your customers use, and search for.
05Results to document
What you’ll be able to measure.
- Review time per page
- Share of pages published without style edits
- Consistency of tone from one category to another
Your questions.
Practical answers.
What you need to know before your first request.
How do I define my brand’s tone?
In a few sentences: who you’re talking to, the register, what you say and what you don’t.
Can I have a different tone per channel?
Yes. Each channel can have its tone, more factual on a marketplace, more personal in your store.
Does the tone change the page’s content?
Yes. Depending on the tone, the page doesn’t highlight the same information or the same selling points.
Can I edit a written page?
Yes, every page stays editable in its channel.
