Copywriting Playbook copy page link

A practical guide for creating consistent, on-brand content for Enterprise Wireless — from ads and landing pages to thought leadership and product documentation.

[ DEFINITION ]

What is voice and tone?

 

  • Voice our brand personality (always consistent)
  • Tone how we flex that personality (changes by context)

Our personality is…

Confident:
We lead with clarity.		 Approachable:
Plain language, no jargon.		 Insightful:
Share useful ideas that help people act.		 Purposeful:
Every word supports our mission: powering connectivity where it’s needed most.

Tone by content type

Content type Tone guidance Focus
Product pages Clear, confident, solution-oriented Features & outcomes
Technology pages Insightful, reflective, forward-thinking Trends & insights
Blogs Insightful, personal, engaging Educate & inform
Product documentation Concise, technical, authoritative Accuracy & clarity
Social posts Conversational, energetic, sharp Engagement & action
Email (outbound / campaign / nurture) Helpful, direct, confident Surface problem + solution
Trade show backdrops and booth copy Heroic, concise, high impact Spark curiosity
Paid ads Bold, sharp, benefit-first Grab attention
Case studies / briefs Insightful, authoritative, and customer-centric Proof & results
Videos (explainer video / brand video) Clear, human, confident, with a touch of energy Storytelling & connection

 

Helpful tip: The tone and focus guidance in the table below can help you curate your messaging more specifically when using AI.

For example, when asking AI to help you draft a product page, your prompt should include a request for the page to focus on features and outcomes using a clear, confident, and solution-oriented tone.

Copy do’s & don’ts

  • Yes:Lead with benefits, not features

  • Yes:Write in active voice

  • Yes:Use short sentences and simple words

  • Yes:Explain acronyms on first use

  • No:Overuse jargon or buzzwords

  • No:Write like a spec sheet

  • No:Use exclamation points unless in social

  • No:Capitalize tech terms unless branded (e.g., “Wireless WAN,” “NetCloud”)

CTAs

  • Drives engagement, telling the reader what to do next (visit a page, request a demo, contact sales).
  • Supports conversion goals, building a path to future interaction, even if the reader isn’t ready to act immediately.
  • Helps to measure effectiveness. Digital CTAs (QR codes, URLs, trackable links) help measure ROI on your collateral.
  • Closes the loop. Good marketing content should always offer value and a next step, even if it’s small.

 

CTA language examples

Instead of Use Why it works
Learn more → Discover how Wireless WAN works Hints at a payoff, not just a click
Download now → Get the full report Emphasizes value and completeness
Registration now → Save your spot now Adds urgency and exclusivity
Try now → Request a custom demo Feels tailored and personal

Glossary of preferred terms

See the glossary page for product names, technical terms, abbreviations/acronyms, stylistic preferences, and preferred vs. avoid lists for common terms specific to Enterprise Wireless.

 

Last Update
September 9th, 2025

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