Table of Contents
You've found (or stumbled upon) Prezzybox's tone of voice guide.
This page outlines how Prezzybox say what they say. It covers every member of the Prezzybox family whether they're: buying, marketing, customer services, or technical.
If you're wondering why we're sharing this: we want to be held to the high standards set out in this page. Spot something that doesn't meet these standards, we want to know about it.
Everything you read from Prezzybox should sound like something you would hear in conversation. If it sounds like you're in a board meeting... It's just not Prezzybox!
We won't delve into what we say (our content) in this guide. But we will show you how we say it (our tone of voice).
Why does any of this matter? ❓
Each and every word written is part of a conversation with you. We'd like that conversation to have our personality running through it. That way, you understand who we are. More importantly, you'll understand what we stand for. In the past, we might have got this a bit backward. We walked the walk, but didn't talk the talk.
A lot of you find us by luck, not loyalty. We'd like to change that. After walking through our digital doors, we'd love for you to want to come back.
The words we use are a vital part of that.
The law of the letter 👮
The sections in this guide are things that are considered when we are writing. They're not rules or laws. While the Prezzybox team is a family, obviously we don't all speak the same way. That would be a bit weird.
The best writing is thoughtful. Not all of our guidelines are appropriate in every situation.
Here's a good way to think about it: We all share the same values, but the way we express them is sometimes different. That's why you might get a different experience when you're reading one of our category pages compared to talking to a Customer Happiness Ambassador.
Anything missing? 😕
Language is constantly evolving. So is this page. Anything that isn't included, let us know and we'll write it in. If you aren't sure if it's its or it's, get in touch and we'll cover that too.
All you have to do is let Harry know.
Hic sunt dracones 🐉
Generally speaking, legal areas of our website are exempt from this guide. We'll leave that bit to the pros. We want to protect you, so those areas remain untouched.
Prezzybox Tone of Voice 💬
Our tone of voice is informed by the values we hold as a company. We've condensed these down into our three pillars of writing:
Normal, not formal
Above all else, we want to avoid confusing or frustrating you. We use the language that you use. We care about you dearly, so we try to write clearly.
We're a positive bunch, and have been known to have a bit of a cheeky streak. We aren't a big corporation, so we don't use business-speak. Reading a page on Prezzybox should be like having a catch up with an old friend.
Being a family, we're as open and transparent as we can be. We really do care about you.
Our goal is that every bit of writing makes you feel happy, or at least happier. In the past we've had content which was a waste of your time. Not anymore.
Normal, not formal 🤵 🛇
We'd hate to confuse you. We steer clear of the language you'd hear from a big, boring bank. It's not us, and nothing should seem like a chore
The rule we try to stick to is: Is our message coming across clearly? This is tested by a simple thought experiment: How well would a 5 year old child understand this? If it seems too complex, we need to revise our content.
Before we begin writing, we ask ourselves: What is the user expecting? This gives us a direction to aim in. Our job is to make sure expectation is surpassed by reality. You should be informed, entertained, and satisfied with our written content. Bonus if you're delighted. That's a #MomentOfHappiness - and that's what we live for.
Let's get serious for a second. The reason why boring business words exist is because people were worried they wouldn't be taken seriously without them. It's important to understand that formal is not the same as serious. Sure, we love to have a laugh as much as the next online gift retailer. But we're still 100% serious about doing the right thing for you, and all of our users.
|Instead of...||...We try to use|
If you're not already aware, we like to make people happy. We love making people laugh. At the very least, there's probably something on our site that will make you exhale slightly faster than usual.
That said, we promise to always keep it light. We stay clear of big issues when it comes to cheekiness and humour. We'd hate to upset you, or anyone for that matter!
Sometimes we'll create a word by mashing two words together. Sometimes we'll misspell words to be funny. We play with words to help bring a smile to your face.
Any jokes we make are always in good humour. We will never poke fun at individuals or groups of people. That just ain't our way. At the same time, we are making a conscious effort to never use exclusive language.
We are family! 💛
We are a family at Prezzybox. We all care about each other, and we all care about you. We come to work every day to make people like you happy.
Because we want to welcome you into our family, the language we use is inclusive. Obviously racism, sexism, or any hate speech is not tolerated at all. But it goes beyond that. Our writing should be accessible to everyone, regardless of ability.
As mentioned above, we write so children could understand. Our aim is to make the Prezzybox experience available to everyone.
The Prezzybox Consistency Code 📜
You've got a flavour for how we say what we want to say. Everyone has their own style; but to be clear and understood there are aspects that should stay consistent. That way, we have a chance of looking like we know what we're doing!
Prezzybox is always spelled exactly so. Uppercase P, one word, lowercase b. Never Prezzy Box, PrezzyBox, or pReZzYbOx.
Get active! 🏋
Active voice is far more interesting to read than passive. We use active voice. It brings us closer to you. It's how you talk to your pals, so it's how we talk to you.
For example, we'd say: Abigail hugged Ben. Not Ben was hugged by Abigail. It's just better, isn't it?
Vocabulary Schmocabulary ✍
We use straightforward words that a non-native English speaker or young child could understand. We use British spelling conventions where applicable.
We aim to be positive. We won't pressure you into feeling like you have to be our customer. You can check out any time you like, and you can always leave.
We don't like repeating words over and over. If everything is special and unique, nothing is. #deep