Precisely Tone of Voice Resources

Welcome! Here you’ll find tips and tricks to make your writing even stronger and more aligned with our bright, dedicated, and open tone of voice here at Precisely.

Explore our favorite style tips, use our writing checklist as your guide, and review some frequently used (and confused) terms to ensure consistency across our content.

Jump to section:

10 style quick-tips

10 of our favorites are listed here, but even more can be found in our full Tone of Voice deck.

01. Apply the 1:1 rule


One thought per sentence, one idea per paragraph keeps things more concise and scannable.

Example:

1:1 writing is key to clear communications.

Why? Staring down a big block of text can be daunting to a reader’s eye – even if it contains the greatest messaging ever. Keeping it scannable instead, boosts your chance of conversions.

So, keep things clean and clear – and remember, don’t fear a one-sentence paragraph!

02. Use subheads, bullet points, and lists to keep content skimmable


These are all great ways to break up a text-heavy piece of content. They clearly emphasize key points, make the piece easier to scan, and as a bonus – they’re SEO-friendly, too.

Example:

Your one-stop shop for trusted data
The Precisely Data Integrity Suite is a set of seven interoperable modules that enable your business to trust that your data has maximum accuracy, consistency, and context.

An innovative suite foundation
The Data Integrity Suite’s SaaS architecture makes it:

  • Cost-effective
  • Easy to deploy
  • Highly scalable

It’s this data integrity foundation that connects the modules and makes the Suite truly unique and innovative.

03. Keep the jargon to a minimum


… to sound more human and conversational. There are exceptions, it just depends on your audience.

You may use less detail on the technical specs when writing for a CEO, than you would for a product engineer.

Example:

CEO
Automate Studio is an Excel-compatible product that automates data collection, validation, and movement for use with SAP data management solutions – saving you significant time and money, improving data quality, and increasing process efficiency.

Product engineer
Automate Studio is one integrated tool for quickly deploying data integration templates for Excel, Access or web services to interact with SAP ERP. You can create Transaction scripts using SAP BAPIs and queries from SAP tables, infosets, and logical databases – without programming.

04. Avoid using possessive Precisely (“Precisely’s …”)


Instead, simply re-work the sentence to remove the ’s, or use “our” instead.

Example:

Update this …
Precisely’s unmatched data expertise empowers businesses to make more confident decisions.”

To this …
Our unmatched data expertise empowers businesses to make more confident decisions.”

Or, this …
“With unmatched data expertise, Precisely empowers businesses to make more confident decisions.”

05. Leverage stats


Stats are bold, specific, and attention-grabbing. Use them wherever you can – and be sure to note your source in the text or footnote.

Example:

75% of users agree Coke is better than Pepsi

Precisely Brand Team, 2022

06. Spell out your acronyms first


Write them out in full the first time they’re used, or as soon as possible.

Example:

“The Internet of Things (IoT) will change everything.”

“Business intelligence (BI) encompasses technologies and strategies used by businesses to conduct data analysis of business information.”

“Two factor authentication, also known as 2FA, is a process which requires two steps in order to verify a user.”

“Master data management (MDM) refers to the practice of aggregating all an organization’s critical business entity data into one master reference source.”

07. Keep it conversational with conjunctions and contractions


Making swaps for contractions, like using “we’re” instead of “we are,” is an easy way for our writing to sound more natural and human.

Similarly, starting a sentence with a conjunction – words like “and,” “but,” and “because” – make your writing feel more casual and conversational.

Example:

Contractions:
In this webinar, we’re going to cover the top 3 reasons you need a data catalog.

Conjunctions:
And there’s even more to discover on our data catalog solution page.

08. Avoid ambiguity: use the oxford comma and proper hyphens


Use an oxford comma (a comma inserted after the second-to-last item in a list) to keep your meaning clear.

When it comes to using a hyphen to connect two or more words, you need to do so if it’s a compound modifier – that is, when those words are working together like an adjective, before a noun. You don’t need to hyphenate if the noun comes first.

Example:

Use a hyphen here…
“The newly-updated software features countless improvements.”

But NOT here
“The software is newly updated with countless improvements.”

09. Use caution with colloquialisms/idioms


Be careful of using certain expressions that may be unfamiliar or confusing to global audiences.

Example:

“Don’t count your chickens before they hatch.”
“The ball is in your court”
“Once in a blue moon”
“Take it with a pinch of salt”
“We’ll cross that bridge when we come to it”
“Costs an arm and a leg”
“Rule of thumb”
“Up in the air”

10. Avoid interchanging company name with product name


Let’s look at this sample passage:

“Philips implemented Automate Studio to create and update data en masse in SAP, simplifying and streamlining their processes. After using Precisely for 10 months, they saved 1,600 hours.”**

Here, we want to remove the reference to “Precisely” in that second sentence, and have the results tied specifically to the product. So instead, opt for either the full product name, “Automate Studio,” or more generally, “the platform.”

**Also note the use of stats in this passage to show tangible, impressive results!

Writing checklist

BEFORE

Ask the who, what and why:
  • Who am I writing for?
  • What’s the topic
  • Why am I writing to them – and why should they care?
Consider if the medium you’re writing for is the best fit
For example, would a number- or stat-heavy piece of content work better as an infographic instead?

DURING

Remember our three tone of voice pillars:

Bright
(optimistic and intelligent, bold and enthusiastic)

Dedicated
(confident and assured, purposeful and precise)

Open
(warm and relatable, friendly and human)

Write with a 1:1 mindset: 1 thought per sentence, 1 idea per paragraph

Don’t be afraid of a one-sentence paragraph! This can be extra helpful when you want a particular point to be emphasized and “pop” from the page.

Keep content even more skimmable by using subheads, bullet points, accordions, and visuals (charts, tables, etc.) where appropriate

Content that’s easier to scan is more likely to convert.

AFTER

Read it out loud

If something sounds unnatural or clunky, rewrite to find a better flow.

Check your nouns

Don’t lean too much on adjectives and adverbs. Ex: is it a “very tall man” or “a giant”

Keep cutting

Don’t be afraid to keep trimming down your text. When in doubt, ask if a passage truly adds to the audience’s understanding, or if it’s just there because you like it. If the latter, remove it.

Phone a friend

Ask someone else to read it with fresh eyes. They’ll often catch typos and

Frequently used terms: proper usage

There can often be multiple ways to write out the same term. Here are some of those more frequently used (and misused) terms at Precisely, and how they should be written for consistency.

Platform terms

USE THIS…NOT THAT…
on-premises or on-prem
on-premise
cloud
Cloud
cloud native
cloud-native
IBM i
IBMi, IBM I, IBMI, i Series
mainframe
Mainframe
ServiceNow
Service Now, SN, SNow, SNOW

Product names

USE THIS…NOT THAT…
Data Integrity Suite
DI Suite or DIS
Geo Addressing
(when referring to the suite module)
GeoAddressing
(when referring to the suite module)
Spectrum OnDemand
SPOD or OnDemand
EnterWorks
Enterworks, EW
PreciselyID
Precisely ID, PBKey, pbkey
MapInfo Pro
MapInfo, MI Pro, MIPro, Pro, MIP, MapInfo Professional
Spectrum Spatial
Spectrum Spatial Analyst, SSA, Analyst
Spectrum Spatial TrueView
Trueview, True View
Enrich product portfolio
The Precisely data catalog

Misc. terms

USE THIS…NOT THAT…
metamodel
meta-model, meta model
dataset(s)
data set(s)
geo addressing
(capability not the suite module)
geoaddressing (capability not product)
geo-enrich(ment)
geoEnrich(ment), geoenrich(ment)
web mapping
web-mapping
drivetime
drive-time
third-party data, third-party sources
third party data, third party sources
IT operations management
ITOM
IT operations analytics / IT operations
ITOA

Hyphenated terms

When it comes to using a hyphen to connect two or more words, you need to do so if it’s a compound modifier – that is, when those words are working together like an adjective, before a noun. You don’t need to hyphenate if the noun comes first.

USE THIS…NOT THAT…
enterprise-wide
enterprisewide, enterprise wide
data in motion
data-in-motion
data at rest
data-at-rest
multi-tenancy, multi-tenant
multitenant, multitenancy
single sign-on
single-sign-on, or single sign on
decision-making
decision making

Emojis in Precisely comms: usage guidelines 📃

Emojis can be a fun visual element to add to communications like social posts and email copy/subject lines. Just be sure to use them sparingly, when they reinforce a key message. Explore some tips and examples of proper usage below.

Emojis can be valuable in helping a message pop, but don’t force it by adding one just for the sake of having it.


Example:

Yes:

Data integration: your buyer’s guide and checklist ✅

No:
S/4HANA migration best practices 😎

Don’t use excessive emojis. One emoji per subject line or social post is often enough to add something and stay on brand, without it becoming unprofessional.


Example:

  • In the case of an email subject line, excessive emoji use can trigger the spam filter – causing the email to land in the recipient’s junk folder
  • Too many emojis, especially when unrelated to the point you’re making, distract from your messaging
  • Within the body copy of an email, there may be a few spots that are appropriate to add an emoji, but again, use sparingly (not more than 2-3 per email, and avoid using multiple together/back-to-back, like: ⏰ ✅ 💻 ). Often, the CTA at the end of an email can provide an easy fit for an emoji: “Download our eBook to get started today 📖”

When they are used, it should be as an enhancement but not as a replacement for language itself.


Example:

Yes:

“Time’s running out! Register for our webinar today ⏰”

No:
“⏰ is running out! Register for our webinar today”

Keep generational and global interpretations in mind. Seemingly innocent emojis can have different meanings to different cultures, or even age groups, so just make sure you’ve researched first.


Example:

  • Culturally, for example, a slightly smiling face (🙂) in the US may be friendly, but in China it can imply distrust or even contempt
  • A “tears streaming” emoji (😭) is often used by younger generations to convey humor/excessive laughter, but older generations may interpret it as having more of a sad tone

Emojis in Precisely comms: examples


Good emoji source for desktop: www.emojipedia.org

Sample emojis and use in subject lines/CTAs:

🔑💻🎥 📖 📃📒📆⏰⏳📈 ✔️ ✅📢💡

  • “Unlock new possibilities …” “Your key to …” 🔑
  • “Watch the webinar” 💻 or 🎥
  • “Read the eBook 📖”
  • “Why you need a data catalog 📒”
  • “📢 Big news! …”
  • “Reduce costs, boost ROI 📈”
  • “5 steps to success …” “Your data integration checklist” ✔️ or ✅
  • Less than a week to go until Trust ’22! 📆”
  • Time’s running out: register for [webinar/event/etc.] today” ⏰ or ⏳