How to Say It
To effectively connect with our audiences, we must tell our stories with a distinctive voice that reflects our brand personality. The tone of our stories should be confident and genuine, written in a vibrant, easy-to-read style. We can do both by what we say and how we say it.
Make it appropriate to the intended audience:
· Prospective students vs. prospective donors
Make it personal:
· Use first and second person.
· "You can" vs."students can"
Be true, authentic, persuasive:
· Claim ownership of Samford's assets.
· Speak authentically to the strengths of individual programs and the university at large.
· Write as if talking to a friend.
· Avoid sounding stuffy or institutional.
· When writing about complex research and related topics, find ways to explain the work with analogies, examples, illustrations, photos and graphs.
· Use active rather than passive verbs.
The Office of Marketing and Communication staff is available to assist with your writing needs for whatever medium you may be using.