uSwitch tone of voice

Here at uSwitch, we offer everyone ‘Supportive Switching’.

That means we’re not just passively comparing prices, we’re actively enabling and supporting the decision to switch.

What we write, the way we speak to customers and every conversation we have must give people clear, timely and relevant information. And we should communicate that information in a simple but attractive way.

With the right tone of voice, our words create a decisive moment: we take people from passively knowing they should switch to actively having the confidence to make the right switch

3 core principles of the uSwitch tone of voice

- Empathetic
- Expert
- Empowering

To give people the support they need to switch, we need to be able to deliver the right kind of message at the right time. That means our voice needs to be able to flex from simply informative – for example when we’re describing features of a product – to inspirational, when people are at the decisive moment and need extra encouragement to switch.

The trick is to strike the right balance. Our three core principles will help us do this, guiding our communications and making sure that we deliver each message in the most appropriate way.

Everything we say should always carry some elements of our core principles in varying degrees. The following framework is designed to make sure we get the balance right.

Tone framework

Our three principles work together, and we adjust the emphasis and balance depending on who we’re talking to, why and when.

One voice principle doesn’t exclude another; it’s how we mix them that gives uSwitch a rounded and distinctive voice.

And, as with people, we’re not one thing all the time, or everything at once — but we have a consistent basis that’s us. For uSwitch, that means we’re always Empathetic. We dial up and down the Expert and Empowering qualities of our voice as needed.

The key thing is to think about the main reason(s) to communicate – and use the principles accordingly.

Principle 1: Empathetic

Being empathetic means being:

• Positive
• Encouraging
• Relevant

Our experience gives us insight and understanding, so being Empathetic means our writing is practical, good humoured and down to earth.

Being empathetic also means we don’t make assumptions about what people know and don’t know. We shouldn’t assume confidence either. We show people that we understand what’s important to them and talk about topics and issues that are directly relevant to them.

When we write or speak, our language is outgoing and conversational, positive but never over the top.

We want people to know they can rely on us to find the switch that’s right for them - and support them through it.

How we show empathy in our writing

1. Use active, direct and positive language.
2. Companies don’t show empathy, people do. We should always sound like a person – if you wouldn’t say it like that, don’t write it like that.
3. Whether verbal or written, we should build a dialogue with customers, using relevant questions and topics of interest to engage people.
4. Focus on answers not problems (but don’t gloss over issues and concerns).
5. Make it personal by using ‘you’ as much as ‘we’.
6. Don’t use the passive voice unless it’s absolutely necessary to make your point. Using slang that’s accepted and understood can help connect. But be careful; we don’t want to alienate audiences by using jargon or patronising language – nor by trying to ‘talk cool’ to younger audiences.
7. Put yourself in your customer’s shoes (and be honest). Would that headline you’re writing entice you to click on it? Is that error text going to provide support or only create more questions?

Principle 2: Expert

Being expert means being:

• Trusted
• Clear
• Accessible

It’s our responsibility to direct people to the information or product that’s relevant for them. So we make information quick and easy to find, and ensure the pros and cons for switching are obvious and understandable.

We don’t blind with science and we don’t dumb down. We give information succinctly and simply — but never rush the conversation.

At all times we are scrupulously balanced, accurate and honest, and this reassures people by clearly showing that we know what we’re talking about.

How we show expertise in our writing

1. Be relevant and accurate with facts and figures, and get the punctuation and spelling right. Even small mistakes undermine what you’re saying.
2. Write succinctly and use simple sentence structures. Our prime objective is always that our audience understands us. In that way, we make complex topics simple, concise and accessible. Remember: simple isn’t simplistic; it’s just the easiest way to ensure we’re understood.
3. Too many facts at once can be counterproductive. Don’t overload people with unnecessary detail. Get to the point, avoiding verbal padding and meaningless phrases.
4. Don’t close down conversations – always have alternative options.
5. Avoid marketing speak and sales patter.
6. Don’t hide important facts. Start with what’s most relevant and individually important to your customer or audience.

Principle 3: Empowering

Being empowering means being:

• Inspiring
• Energetic
• Credible

We write and speak to inform and change minds, giving people the straightforward facts and, in turn, the confidence they need to switch.

Our explanations and opinions should challenge, involve, entertain, pleasantly surprise and convince – we’re good company.

The facts and figures are important, and we know them inside and out. But we make them more compelling by putting them in context, helping people see what switching could mean for them — whether that’s finally feeling in control of their household bills or that much closer to their dream holiday savings goal.

We know who we are and what we’re about. So we believe wholeheartedly in what we do, knowing that it benefits everyone. So we’re never afraid to show our enthusiasm and commitment in our writing.

How we empower with our writing:

1. Wherever possible, lead with emotional benefits that customers will be able to identify with – particularly at headline level. Look for familiar or universal situations related to our subject matter.
2. Use real-life examples and stories wherever possible – they’re more convincing than anything you could invent.
3. Don’t overpromise or over-exaggerate; there’s no need.
4. Refresh your vocabulary and thinking; don’t keeping saying the same things in the same way Have an opinion and be prepared to defend it.
5. Don’t be afraid to (politely and tactfully) challenge or say no. The customer is not always right but our advice should be.
6. Be direct and positive but not flippant. Never forget that switching is a big step for many Bring a sense of humour where it’s appropriate – wit is a great connector.
7. Focus on wants and needs, not just prices.