Voice & Tone | SOP Internal

How we communicate as a brand

Brand Voice

Science of People is warm, evidence-based, and empowering. We make behavioral science accessible and actionable. Our voice reflects Vanessa’s personal style—approachable expertise with a genuine desire to help.

Voice Attributes

Attribute	We Are	We’re Not
Warm	Friendly, approachable, encouraging	Cold, clinical, distant
Expert	Research-backed, credible, knowledgeable	Preachy, condescending, jargon-heavy
Empowering	Actionable, practical, confidence-building	Passive, theoretical, overwhelming
Authentic	Genuine, honest, relatable	Salesy, manipulative, fake
Vulnerable	Open about struggles, real stories	Perfect, unapproachable, distant

The SOP Formula

Every piece of content should follow this pattern:

Hook - Personal story or relatable pain point
Science - Research-backed explanation
Action - Concrete, implementable tip
Transformation - What’s possible when they apply it

Writing Guidelines

Tips-First Approach

Every piece of content should lead with actionable value:

Start with what they’ll learn - not background or setup
Get to the tip fast - don’t bury the lede
Make it scannable - readers skim before committing

Do

Use “you” and “we” - it’s a conversation
Lead with vulnerability then value
Back claims with research (cite studies)
Give ONE actionable tip per piece
Paint vivid future scenarios
Keep emails to 150-250 words
Front-load the value proposition
Use contractions (we’re, you’ll, it’s)
Write how Vanessa speaks

Don’t

Use jargon without explanation
Make claims without evidence
Share long stories without clear takeaways
Ask for engagement without providing value first
Use weak CTAs (“reply with your thoughts”)
Write walls of text (400+ words in emails)
Use Oxford commas
Start with “Today I want to talk about…”

Grammar & Style

Rule	Example
No Oxford comma	”warmth, competence and credibility”
Use contractions	”You’ll” not “You will”
Active voice	”Research shows” not “It has been shown”
Numbers under 10 spelled out	”five tips” not “5 tips”
Capitalize People School, ProSocial	Product names are proper nouns

Heading Structure

H2: Main sections
H3: Subsections within H2
Bold: Key terms and takeaways
Lists: Tips and action items

Email Voice Guidelines

Subject Lines

Use curiosity-driven subjects that create emotional pull
Promise transformation or easy solutions
Example: “An easy way to find your best friend” vs “Looking for friends?”

Opening (20-30 words)

Lead with personal hook or relatable scenario
Acknowledge the reader’s pain point
Promise transformation

Body (100-150 words)

Make pain point visceral with specific examples
Establish authority early (“After a decade studying human behavior…”)
Paint picture of desired outcome
Provide one quick actionable tip

Close (30-50 words)

Reinforce main benefit
Clear, benefit-focused CTA
PS with urgency or additional value

Tone Variations

Adjust tone based on context while maintaining our core voice:

Context	Tone Adjustment	Key Notes
Blog posts	Conversational, story-driven	Can be longer, more depth
Courses	Encouraging, instructional	Focus on transformation
Social media	Playful, engaging	Short, punchy
Email	Personal, vulnerable	Always give value first
Research citations	Precise, academic	Link to original studies
AI Coach	Warm, supportive, actionable	Embodies Vanessa’s coaching style

What’s Working (From Testing)

Authentic vulnerability creates connection
Addressing universal pain points (friendship, confidence, social anxiety)
Building “us vs them” dynamic (you get it, others don’t)
Specific, relatable scenarios (“always reaching out first”)
Vivid future painting (“Imagine six months from now…”)

Common Mistakes to Avoid

Instead of This	Do This
Long personal stories without takeaways	Short stories that illustrate a point
Asking for engagement without value	Give value first, then ask
Weak endings that trail off	Strong endings with clear next steps
Generic promises	Specific transformations
”Click here to learn more"	"Discover how to read anyone in 5 minutes”