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Voice & Tone
At Cognism, we write how we speak—clearly, directly, and with personality. Whether it’s a blog, social post or cold call script, everything we write should sound like us: smart, approachable, and helpful.
We don’t do jargon. We don’t talk down. We do say what we mean—and say it with impact.
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Our Voice Pillars
Simple, confident, and human
1. Informal but informative
- We keep it light, but we know our stuff. It’s how we turn complex ideas into clear, actionable content.
- Use plain English
- Avoid buzzwords and filler
2. Authoritative but accessible
- We speak from experience, not ego. Back up your points, but stay relatable.
- Share real examples
- Don’t lecture
3. Conversational but actionable
- We write like we’re having a chat—with a purpose.
- Use contractions and first/second person Include clear takeaways
- Avoid vague statements or passive voice
4. Engaging and personality-driven
- Our content should reflect our culture—open, energetic, and a little cheeky when it fits.
- Emojis, humour, and real talk (where appropriate)
- Never forced or cringe
Quick Tips
- Keep sentences short and punchy (under 20 words is a good rule of thumb)
- Use bullet points for scannability
- Start sentences with “And” or “But” if it sounds natural
- Always think: would I say this out loud?
Cognism’s voice is…
- Clear over clever
- Straight-talking, not stiff
- Friendly, not fluffy
- Confident, not arrogant
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Voice &Style Framework
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