Tone & Voice
Personality, Voice & Writing
Every customer experience should reflect some or all of our personality traits:
This is who we are:
- - Empowering
- - Confident
- - Pro-consumer
- - Engaging
- - Human
Empowerment is our rallying cry. It’s the very core of who we are and what sets us apart – both internally and externally. We give our partners the tools they need and we give our customers the resources, education and control to manage their loan process from start to finish.
We're good at what we do and it shows. We are charismatic and direct with our partners and our customers. We stand out. We invented the category. We know what we're talking about, and take pride in helping others learn it too. We're upbeat and bold but never brash or arrogant.
We are the consumer advocate. We always have the consumers' best interest at heart. Our products and marketing are designed from the ground up to be helpful, user-friendly and make a generally tedious process easy to navigate. We believe in an objective market place and are not clouded with biases. Our mission is simply to get consumers the best deals for them. We are pro consumer without being anti-lender.
We're intriguing, interesting and approachable. Consumers should want to click our display ads, read our website, open our emails, listen to our radio spots and watch our TV commercials – and enjoy them all. They’ll get a kick out of what we say and how we say it.
We are real people. We use real language. We're not formal, stuffy or overly legal. We explain things the way your friends explain things: with real words, easy to understand concepts, and - when necessary – shadow puppets. Even though our offerings are important decisions in our customers’ lives, we can make the process much more lively, engaging and memorable by injecting humor, playfulness and wit when we can. Be real.
How to write for our audience
Three Simple Rules
Remember, all of our communications should strive to do one thing above all else: to improve our customer's relationship with us.
What's the best way to do that?
- 1. Keep it simple.
Keep sentences short. Be clear. Don't use jargon or complex terms. Empower the customer.
- 2. Put yourself in the customers' shoes.
Is what you're saying helpful? Are you making it a good experience? What's in it for them? Why should they care? Turn features into tangible benefits.
- 2. Say it loud.
Be confident. Be bold, direct, and even a bit playful. Stay professional, yet be conversational. Talk to people like you talk to people. Be real.
We are professional, confident and direct in our communications. However, we do it all in a conversational manner. Our words should be empowering and empathetic. They should always speak to the customer's challenges and frustrations in a knowing way. We should also be uplifting, positive and even a little fun. We make it easy for people to understand us – first time, every time. The average high school graduate should be able to understand 95% of the website copy. Don't assume people know what a "point" or "APR" is. While insights, features and benefits will always vary depending on which audience we’re talking to, our tone should remain consistent.
Variations in voice
There are always considerations when it comes to whom we are speaking (our audience). It's how we behave differently at a formal dinner than how we act at a baseball game with our friends. Never forget your audience. Picture them as you write so they become real to you.
What to emphasize and when:
LendingTree always has the same personality traits: empowering, confident, pro-consumer, engaging and human. But within that personality, there are occasions where it is appropriate to be more – or less –formal. Use common sense. Imagine the person you’re talking to. How would you speak to them face to face? Do that. Be human. Be real. Be charming. Make them smile. Make them want to keep the conversation going.
DON'T DO THIS:
By refinancing your home mortgage, you could reduce your monthly payment, shorten the term of your mortgage, or obtain cash, depending on your individual financial situation.
Refinance for a lower monthly bill or for some fast cash! Let us be your wingman!
(Just right – The LendingTree style):
By refinancing, you could lower your monthly payments, pay off your house years faster, or get cash out for a major purchase. Whatever your goals, LendingTree can help you reach them.
And a note about humor:
As important as humor is to our brand, we have to remember to be smart. Adding a little tongue-in-cheek humor to a process that, for most people, tends to be pretty stressful and tedious helps to leave a position impression. On the other hand, if humor is ‘over the top,’ cutesy or irritating, it can have the opposite effect. LendingTree humor should be in line with our personality and should always be clever and witty.