1. Planning
   1. What?
      1. A website’s tone of voice communicates how an organization feels about its message.
      2. the tone of voice refers to the author’s feelings towards the subject, as expressed through the writing itself
   2. deciding at a high level
      1. 4 dimensions of tone of voice
         1. humor
            1. funny vs. serious
         2. formality
            1. formal vs. casual
         3. respectfulness
            1. respectful vs. irreverent
         4. enthusiasm
            1. enthusiastic vs. matter-of-fact
   3. Once you’ve defined your target tone profile, refine your tone strategy by selecting from this list. Create a do list with the words that you want your tone to fit, and also a don’t list with the words that your tone should not match.
   4. refine your tone strategy
      1. Create a do list with the words that you want your tone to fit
      2. Create a don’t list with the words that your tone should not match
2. Evaluation
   1. Who?
      1. you and your team
   2. How?
      1. Collect several samples of your content
      2. Select tone words that describe the tone of voice for each of them
      3. Provide product-reaction test
         1. Give the samples to actual users, and ask them to decide which tone words best describe each of your content pieces
            1. Microsoft Desirability Toolkit Product Reaction Words
            2. List of Detailed Tone Descriptors
            3. create N physical cards with different product-reaction words. At the end of usability testing sessions, participants were given the deck of cards and asked to select the five words that best described the product
            4. A major benefit is that it introduces a controlled vocabulary for participants
            5. data analysis
   3. How many?
      1. if the tone actually conveyed by your content matches your brand personality?
         1. no
            1. modify the content