GITBOOK-137: No subject

documentation/wiki/product/voice-and-tone-guide.md

@@ -167,7 +167,7 @@ Along with a reminder of how we define tone, we can talk about the contexts for
 
 ### Tone Matrix
 
-<table data-full-width="true"><thead><tr><th> </th><th>Inform</th><th>Educate</th><th>Facilitate</th><th>Support</th><th>Promote</th></tr></thead><tbody><tr><td><strong>Description</strong></td><td>Content that provides matter-of-fact details about Grants.gov</td><td>Content that helps people understand how to use Grants.gov to publish grant opportunities or find grants to apply for</td><td>Content that helps people complete their tasks related to Grants.gov</td><td>Content that helps people troubleshoot an issue with Grants.gov or administer their Grants.gov account</td><td>Content that shares new information or drives people to content in other content purpose categories</td></tr><tr><td><strong>Examples</strong></td><td><ul><li>Planned maintenance alert (distributed in various channels)</li><li>About Grants.gov content</li><li>Release notes</li></ul><p></p></td><td><ul><li>Grants 101 content</li><li>How-to content</li><li>Tips and Did you Know content</li><li>Eligibility details</li></ul></td><td><ul><li>User interface copy (including success messages)</li><li>Confirmation emails</li><li>Content for media professionals</li><li>Content for elected officials</li></ul></td><td><ul><li>User interface copy (including error messages)</li><li>How-to content for people responsible for agency administration and technical implementation (there is likely overlap with Educate content)</li></ul></td><td><ul><li>Tweet promoting a blog post on a how-to topic</li><li>Information about a new feature in the newsletter or release note summary/overview</li><li>Email introducing Grants.gov to community organizations</li></ul></td></tr><tr><td><p><strong>Tone</strong> </p><p><strong>Attributes</strong></p></td><td><ul><li>Matter-of-fact</li><li>Precise</li><li>Transparent</li></ul></td><td><ul><li>Helpful</li><li>Encouraging</li><li>Instructive</li></ul></td><td><ul><li>Reassuring</li><li>Empathetic</li><li>Anticipatory</li></ul></td><td><ul><li>Constructive</li><li>Instructive</li><li>Actionable</li></ul></td><td><ul><li>Value-focused</li><li>Upbeat</li><li>Inviting</li></ul></td></tr><tr><td><strong>Considerations</strong></td><td><ul><li>Be as clear and concise as possible while maintaining accuracy.</li><li>Use neutral language to avoid ascribing emotion to the content.</li><li>Only include historical information that your audiences need to know to understand the information.</li></ul></td><td><ul><li>Use the language your users are most likely to recognize and understand, even if it may be considered jargon to people outside your audience.</li><li>Use a guiding tone without being patronizing.</li><li>Write applicant content for the novice archetype.</li></ul></td><td><ul><li>Write in a way that suggests you are attuned to the needs of the audience, e.g., knowing what a reporter needs to write an unbiased, factual story.</li><li>Anticipate what questions the audience may have and answer them in language that makes sense to them.</li><li>Be realistic about the effort and time a task may involve, while decomplicating the information.</li></ul></td><td><ul><li>Use the language your users are most likely to recognize and understand, even if it may be considered jargon to people outside your audience.</li><li>Guide people to the next logical step or steps for their situation; e.g. error messages should tell people how to fix the error.</li></ul></td><td><p></p><ul><li>Focus on the benefit of what you’re promoting to the intended audience.</li><li>Avoid crossing the line between upbeat and cheesy.</li><li>Keep an eye out for alienating language, e.g., phrases like “It’s simple and fast” could alienate someone who processes information more slowly or uses accessibility tools to do their work.</li></ul></td></tr></tbody></table>
+<table data-full-width="true"><thead><tr><th> </th><th>Inform</th><th>Educate</th><th>Facilitate</th><th>Support</th><th>Promote</th></tr></thead><tbody><tr><td><strong>Description</strong></td><td>Content that provides matter-of-fact details about Grants.gov</td><td>Content that helps people understand how to use Grants.gov to publish grant opportunities or find grants to apply for</td><td>Content that helps people complete their tasks related to Grants.gov</td><td>Content that helps people troubleshoot an issue with Grants.gov or administer their Grants.gov account</td><td>Content that shares new information or drives people to content in other content purpose categories</td></tr><tr><td><strong>Examples</strong></td><td><ul><li>Planned maintenance alert (distributed in various channels)</li><li>About Grants.gov content</li><li>Release notes</li></ul><p></p></td><td><ul><li>Grants 101 content</li><li>How-to content</li><li>Tips and Did you Know content</li><li>Eligibility details</li></ul></td><td><ul><li>User interface copy (including success messages)</li><li>Confirmation emails</li><li>Content for media professionals (e.g., press release)</li><li>Content for elected officials (e.g., constituent presentation)</li></ul></td><td><ul><li>User interface copy (including error messages)</li><li>How-to content for people responsible for agency administration and technical implementation (there is likely overlap with Educate content)</li></ul></td><td><ul><li>Tweet promoting a blog post on a how-to topic</li><li>Information about a new feature in the newsletter or release note summary/overview</li><li>Email introducing Grants.gov to community organizations</li></ul></td></tr><tr><td><p><strong>Tone</strong> </p><p><strong>Attributes</strong></p></td><td><ul><li>Matter-of-fact</li><li>Precise</li><li>Transparent</li></ul></td><td><ul><li>Helpful</li><li>Encouraging</li><li>Instructive</li></ul></td><td><ul><li>Reassuring</li><li>Empathetic</li><li>Anticipatory</li></ul></td><td><ul><li>Constructive</li><li>Instructive</li><li>Actionable</li></ul></td><td><ul><li>Value-focused</li><li>Upbeat</li><li>Inviting</li></ul></td></tr><tr><td><strong>Considerations</strong></td><td><ul><li>Be as clear and concise as possible while maintaining accuracy.</li><li>Use neutral language to avoid ascribing emotion to the content.</li><li>Only include historical information that your audiences need to know to understand the information.</li></ul></td><td><ul><li>Use the language your users are most likely to recognize and understand, even if it may be considered jargon to people outside your audience.</li><li>Use a guiding tone without being patronizing.</li><li>Write applicant content for the novice archetype.</li></ul></td><td><ul><li>Write in a way that suggests you are attuned to the needs of the audience, e.g., knowing what a reporter needs to write an unbiased, factual story.</li><li>Anticipate what questions the audience may have and answer them in language that makes sense to them.</li><li>Be realistic about the effort and time a task may involve, while decomplicating the information.</li></ul></td><td><ul><li>Use the language your users are most likely to recognize and understand, even if it may be considered jargon to people outside your audience.</li><li>Guide people to the next logical step or steps for their situation; e.g. error messages should tell people how to fix the error.</li></ul></td><td><p></p><ul><li>Focus on the benefit of what you’re promoting to the intended audience.</li><li>Avoid crossing the line between upbeat and cheesy.</li><li>Keep an eye out for alienating language, e.g., phrases like “It’s simple and fast” could alienate someone who processes information more slowly or uses accessibility tools to do their work.</li></ul></td></tr></tbody></table>
 
 ## IV. In Practice