Tone
The tone of voice should reflect the core values of being authoritative, engaging, dynamic and innovative. You should express information in an engaging way with plenty of examples and descriptions.
Remember to always write with the reader in mind and keep the tone approachable. Avoid stuffy sentences such as, ‘the CIPD is the pre-eminent professional body for those involved in the management and development of people’.
Style
You should write in plain English with short sentences of 15–20 words.
You should pitch your communication at a level that reflects the audience’s knowledge and understanding. Your copy should not be patronising or oversimplified.
Try to call the reader ‘you’, rather than using words like ‘the member’ or ‘members of staff’. Similarly, use ‘we’ instead of always using ‘the CIPD’. Although sometimes it’s appropriate to say ‘the CIPD’, especially at the beginning of a communication, so the reader knows who we are.
Aim for a friendly writing style, for instance:
‘We’re here for you. This brochure is packed with information about the products on offer to you as a member of the CIPD’.