Copywriting Playbook copy page link
This resource is a practical guide for creating consistent, on-brand content for Enterprise Wireless — from ads and landing pages to thought leadership and product documentation — ensuring compelling, and consistent messaging for Wireless WAN, private cellular, and security solutions.
The goal of this playbook is to speed up content creation — whether you’re a marketer, writer, or partner — by providing clear and easy guardrails.
[ DEFINITION ]
What is voice and tone?
- Voice is our brand’s personality in words — consistent across all channels, rooted in how we want to be perceived.
- Tone is how that personality flexes by context — adapting based on the audience, content type, and situation.
When we maintain a consistent voice and tone across all touch points, it builds recognition and trust with audiences while also providing differentiation from competitors.
Our personality is…
| Confident: We lead in our space and communicate with clarity. |
Approachable: We speak in plain language, not jargon. |
Insightful: We offer useful information that helps readers take action. |
Purposeful: Every word supports our mission: powering connectivity where it’s needed most. |
Tone flexes by context
Different types of content serve different purposes, and that means the tone and approach should flex accordingly to ensure maximum clarity, impact, and 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.
| Content type | Tone guidance | Focus |
| Product pages | Clear, confident, solution-oriented | Features and outcomes |
| Technology pages | Insightful, reflective, forward-thinking | Trends and insights |
| Blogs | Insightful, personal, engaging | Educate, inform, or entertain — often with a soft call to action |
| Product documentation | Concise, technical, authoritative | Help users understand and use the product accurately and effectively |
| Social posts | Conversational, energetic, sharp | Engage, educate, or provoke action with bite-sized clarity |
| Email (outbound / campaign / nurture) | Helpful, direct, confident | Prompt action by surfacing a relevant problem and solution |
| Trade show backdrops and booth copy | Heroic, concise, high impact | Spark curiosity with a bold, visual-first value statement |
| Paid ads | Bold, sharp, benefit-first | Grab attention instantly and drive clicks with a compelling hook |
| At-a-glance / solution briefs | Insightful, authoritative, and customer-centric | Show real-world results and proof through customer voice and data |
| Videos (explainer video / brand video) | Clear, human, and confident, with a touch of energy | Tell a story, explain value quickly, create emotional connection |
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
It’s best practice to include a call to action (CTA) at the end of collateral. Even in print or static formats, a CTA serves a critical role in guiding the reader to the next step and reinforcing business objectives.
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
To increase engagement, a good CTA uses clear, purposeful language to tell the reader what they’ll get and why they should care.
For example, instead of “Learn more,” which is too generic, try “Discover how [blank] works.”
| 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 |
Voice and tone for CSP vs. enterprise
Our brand personality should follow the same Ericsson guidelines, defined as a “set of human traits that enable us to express ourselves in an attractive, authentic, and distinctive way, helping people identify and connect with our brand on an emotional level.” However, our audiences and business objectives differ from those of the CSP business, so some nuances are necessary to meet these objectives.
Voice and tone distinction
| Dimension | Enterprise | Ericsson/CSP |
| Tone | Helpful, fast, grounded | Inspirational, strategic, technical |
| Voice | Agile, outcome-based | Authoritative, network-centric |
| Messaging | Business problems and IT solutions | Telco transformation and infrastructure |
| Content style | Case studies, solution briefs, ROI | White papers, industry standards, research reports |
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.
July 1st, 2025
