Shenshi Case Study | Part D - Tone and Voice

The tone and voice I used:

• Surprise, delight and enlighten with useful links, tips and information that makes them smarter because giving value builds a relationship based on trust.


• Avoid marketing language because, I want to be an educator, a trusted adviser, not a salesperson.


• Relay a sense of humor because humor is important to British business and is woven into the cultural fabric. My aim is to be witty but not silly.


• Every post should teach readers something or motivate them in some way because I want them to feel good about themselves and being engaged with the Shenshi social platforms and brand.


• Relay a sense of empathy to show that I understand the audience situation—the tough economy, high cost of living, that many have substantial college debt to service.


• Convey confidence because I want them to believe in and trust what I have to say.


• Build anticipation because I want to encourage them to move forward in the Shenshi journey to higher engagement levels with more value for them.


• Be a partner and friend because I want to relate to them and make stronger connections.


• Allow the relationships to unfold organically without pushing by crafting the relationship first because I want to build bonds and build trust.


• Instill a set of gentlemanly values based on mutual respect and leverage uniquely British icons like James Bond, Richard Branson and David Beckham as role models because the audience can identify with them and it reaches their strong sense of British Pride.


• Encourage their ownership of content by using the word “My…” to begin pinboard names on Pinterest because this builds a sense of commitment.


• "Pat them on the back" to help them feel that they are more successful than they are because encouragement makes people feel good about themselves.