{"id":13977,"date":"2018-01-23T10:38:41","date_gmt":"2018-01-23T17:38:41","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=13977"},"modified":"2019-12-07T13:20:55","modified_gmt":"2019-12-07T13:20:55","slug":"pmk-how-typeform-found-its-voice","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/companies-we-love\/pmk-how-typeform-found-its-voice\/","title":{"rendered":"How Typeform Found its Voice"},"content":{"rendered":"

\t\t\t\tYou might have heard this phrase before: \u201cIt\u2019s not what you said that upset me, but the way you said it.\u201d<\/p>\n

If not, congratulations\u2014you\u2019ve done a far better job of not annoying your friends and family than I have.<\/p>\n

Companies need to avoid this accusation at all costs. You might have offered a perfect step-by-step solution to a customer\u2019s problem, or written a piece of content containing all the messages you set out to deliver.<\/p>\n

But if your brand comes across as artificial or lacking empathy, you may still end up alienating your customers.<\/p>\n

Remember: brands are like people\u2014they need to have an identity. And the way your company talks defines its identity. San\u00e7ar, our Director of Marketing, put it like this:<\/p>\n

\u201cTypeform is a company, but also a collection of people with different personalities, experiences and opinions. That needs to translate into a culture and a voice, which make up our identity.\u201d<\/p>\n

Conversation is our bread and butter at Typeform<\/a>. It\u2019s at the heart of our product, so it logically follows that how we talk to people as a company is a pretty big deal.<\/p>\n

But how did we decide what kind of voice Typeform should have?<\/p>\n

Well, as San\u00e7ar said, Typeform is a \u201ccollection of people.\u201d So we worked out that it mostly boils down to one thing: who we hire.<\/p>\n

Mastering the art of conversation<\/b><\/h2>\n

Remember Windows XP? Chances are you wouldn\u2019t want to go for a drink with it.<\/p>\n

In response to observations like this, software startups began using quirky language to distinguish their brands as more personable and their products as more user-friendly.<\/p>\n

Typeform\u2019s founding idea\u2014build online forms with more empathy for the person completing them\u2014was a perfect fit for this new tone of voice, which aimed to treat users more like people. But according to San\u00e7ar, it wasn\u2019t that simple:<\/p>\n

\u201cIn the early days we maybe had a mindset of, \u2018this is how cool startups do their copy, let\u2019s do that.\u2019 But the quirky tone some companies were using got tiring quite quickly. It began to feel obvious, even over friendly. Like it was forced.\u201d<\/p>\n

As the company\u2019s vision developed into making online exchanges more conversational and \u2018a little more human,\u2019<\/a> our voice began to develop. We still wanted to be light-hearted, informal, and crack the odd joke here and there, but not at the expense of one key principle:<\/p>\n

Authenticity.<\/strong><\/span><\/p>\n

Whether it\u2019s copy, editorial, customer success comms, or internal messages, we encourage people to do one thing above all: be themselves.<\/p>\n

And how do we make sure Typeformers uphold the company\u2019s conversational tone and vision, while also still being themselves?<\/p>\n

We hire the right people and let them do the rest. Here\u2019s some insight from our Director of People Operations, Georgina de Sol\u00e0:<\/p>\n

\u201cWe\u2019ve always tried to hire empathetic people. They need to be friendly, humble, and not take themselves too seriously. The voice flows naturally and authentically after that\u2014it\u2019s about hiring people with those attributes so you don\u2019t have to micromanage.\u201d<\/p>\n

You can\u2019t demand people to \u2018be funny\u2019 or \u2018sound more likeable.\u2019 It\u2019s like telling people to laugh at your jokes.<\/p>\n

Sure, as the company\u2019s grown we\u2019ve written down proper guidelines about our voice. But once we\u2019ve decided to hire someone, we trust that their tone will tie in with Typeform\u2019s.<\/p>\n

The guidelines get wheeled out during onboarding<\/a>, and are then left to chill in a folder somewhere. Until someone digs them up to write a guest post on the company\u2019s voice, at least.<\/p>\n

And there\u2019s a bonus to shaping our voice through hiring, too.<\/p>\n

One voice, many vocal chords<\/b><\/h2>\n

As we encourage everyone to be themselves, new hires inject fresh personality and perspective into Typeform\u2019s overall voice.<\/p>\n

Paul Campillo, one of the early shapers of Typeform\u2019s blog<\/a>, was responsible for establishing Typeform\u2019s initial voice.<\/p>\n

\u201cOverall voice and tone should come from the CEOs. So I observed Robert and David\u2019s personalities to get a feel. They were informal, casual, even a little quirky. So some hybrid of that carried over to the blog.\u201d<\/p>\n

Since then, we\u2019ve expanded massively as a company, and the scope of our voice has increased in turn.<\/p>\n

For example, there are now quite a few Brits on the copywriting and marketing teams (spoiler alert: I\u2019m one of them). This gives our content a healthy dose of dry humor and self-deprecation. It also drives our editors nuts when we use words like \u201cwhilst\u201d and add extra \u201cu’s\u201d in “colours” and “flavours”\u2014but we will never surrender.<\/p>\n

Encouraging our writers to bring their own tone to the table is important to us, especially when it comes to blog posts. A balance has to be struck between the author\u2019s tone of voice and Typeform\u2019s\u2014you\u2019re still speaking for the company, but not as the company.<\/p>\n

And if someone isn\u2019t sure that their content is hitting the right notes, they just need to ask themself one question: does it SURF?<\/p>\n

\u201cBack in the early days we came up with a mantra: SURF, which stands for Simple<\/strong><\/span>, Useful<\/strong><\/span>, Remarkable<\/strong><\/span>, Friendly<\/strong><\/span>. It\u2019s stuck ever since, everything follows that checklist.\u201d<\/p>\n

\u2014 San\u00e7ar Sahin, Director of Marketing at Typeform<\/p>\n

In other words, when it SURFs, it works.<\/p>\n

Is your budding company looking for its voice?<\/b><\/h2>\n

Here\u2019s a few pointers:<\/span><\/p>\n

    \n
  • Try to avoid spending too much time defining every aspect of your voice from the beginning. Take your company\u2019s vision or product as the starting point, then let it evolve naturally.<\/li>\n
  • Hire people who you like talking to. Of course, they also need to have the right skills. But if you get on well with someone and find them funny, chances are they\u2019ll be a great addition to your company\u2019s voice.<\/li>\n
  • Guidelines are fine, especially when your company is growing rapidly. But they should only be very brief, and shouldn\u2019t be forced on people.<\/li>\n
  • Let your writers\u2019 personalities shine through in their copy. This is key to nurturing an authentic brand voice.<\/li>\n
  • Consistently striking the right tone across all communications is vital to building a coherent voice. Tone needs to be aligned across the product and copy, but it should also extend to email newsletters, customer service exchanges, and even internal communications.<\/li>\n<\/ul>\n

    As you can see, there\u2019s no tried and tested list you have to follow. But if you let your voice flow naturally and keep it authentic, people will engage with what your company has to say.\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"

    You might have heard this phrase before: \u201cIt\u2019s not what you said that upset me, but the way you said it.\u201d If not, congratulations\u2014you\u2019ve done a far better job of not annoying your friends and family than I have. Companies need to avoid this accusation at all costs. You might have offered a perfect step-by-step […]<\/p>\n","protected":false},"author":67,"featured_media":13983,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","seoaic_article_subtitles":[],"footnotes":""},"categories":[470,65],"tags":[542,543,544,85,533],"class_list":["post-13977","post","type-post","status-publish","format-standard","hentry","category-partnership","category-companies-we-love","tag-authenticity","tag-typeform","tag-vision","tag-fullcontact","tag-human2human"],"acf":[],"yoast_head":"\nHow Typeform Found its Voice | FullContact<\/title>\n<meta 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