Tone of voice and writing style guide
Tone of voice and writing style guide Anyone who writes for and on behalf of BMJ Group should follow our distinct style and apply our tone of voice. Confident We believe in ourselves as pioneering experts within our profession. Evidence matters to us, so we back up our claims with data and use plain English to communicate. Empowering We’re here to motivate, support and enable, so the words we choose to use are clear and accessible for everyone. Succinct We know our users and customers are busy so we speak briefly, directly and clearly. We tell them what they need to know within the first two sentences. Trustworthy We are honest, authentic and credible. We know who we are writing for and meet our audiences’ specific needs with thoughtful, relevant information that is correct in every detail.
Writing principles to follow Be specifi c Use facts, quotes and examples to ground your claims. Talk directly Use you, we and the active voice to build connection. Focus on the benefits more than the features What’s in it for the reader? Be certain Avoid hesitant language like might, could, aim to. Instead use can, will, and help to/support. Add energy Use strong, actionable verbs to keep momentum and prompt the reader to act. Tell real stories Show impact through people and outcomes, not just ideas. Cut the fluff Trim unnecessary words, adverbs and adjectives. Avoid jargon Explain terms simply and spell out acronyms or abbreviations on first use. Write as you speak Friendly and professional wins over corporate and cold. Ask questions They invite engagement and prompt curiosity. Use clear calls to action Tell the reader exactly what you want them to do next. Skip the clichés Find fresher ways to express quality and innovation. Proofread your document Typos and poor grammar undermine trust.
Do you sound like BMJ Group? Our tone is always: Confident We lead with expertise, backed by evidence. Empowering We speak clearly, accessibly and inclusively. Succinct We get to the point within the first two sentences. Trustworth
We’re accurate, honest and relevant. Be direct and speak to your reader Use ‘you’ and ‘we.’ Be clear about who’s doing what. Don’t say ‘Users will benefit from…’ Do say ‘You’ll / Your users will benefit from…’ Back it up with facts Use data, quotes or real-world examples to support your claims. Don’t say ‘We’re a world-class provider.’ Do say ‘BMJ Best Practice is used in over 80% of NHS Trusts.’ Write as you speak Cut jargon, long-winded phrases. Instead, choose short words and short sentences. Don’t say: ‘Delivering excellence in evidence-based solutions.’ Do say: ‘We help you make better decisions, faster.’ Always include a clear call to action Tell your reader exactly what to do next—and make it easy. Don’t say: ‘More information is available online.’ Do say: ‘Download the guide now or contact our team to get started.’
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