David recently spotted a great example of communication that was designed to convey information and feeling.
I chuckled to myself when I went to top up my mobile charge on the train from Newcastle to London yesterday. I have seen many versions of the instructions that sit next to on-train charge points. Most have a very instructional/restrictive tone with lots of words like ‘must not’, ‘strictly’ and ‘not allowed’. But not Virgin Trains East Coast. Their communication is very clear and beautifully on brand. Check out the image…I love it when I see companies put effort is to how things are said as well as what is said. It helps to give me a feeling of what the organisation is about and what it considers is important. Take a look at your customer communication, even for the most basic of messages, and ask yourself what the tone will cause people to feel as well as what the content will cause people to do. Have you got the balance right?