05 — Tone of Voice
Warm, unhurried, plain-spoken. Confident enough not to oversell.
We are writing about someone's life. Short sentences, real words, and never a hint of urgency or mortality. If a line would embarrass you to read aloud to an 80-year-old, rewrite it.
Voice pillars
Each pillar with copy you can lift, and copy to avoid.
01
Warm
We are writing about someone's life. Speak like a person, not a brand.
Do
- “We'll talk it through — there's nothing to prepare.”
- “Your story, in your own words.”
Don't
- “Onboard onto our memoir platform.”
- “Unlock your legacy today!”
02
Unhurried
No urgency, no countdowns. Confidence reads as calm.
Do
- "Most books take around 6 weeks to complete"
- “Start whenever you're ready.”
Don't
- “Capture your legacy before it's too late.”
- “Only 3 slots left this month!”
03
Plain-spoken
Short sentences. Real words. Anyone at 70+ should read it once and understand it.
Do
- “We record four conversations, then write the book.”
- “One price. Nothing added later.”
Don't
- “Our end-to-end narrative solution leverages AI-assisted workflows.”
- “Deliverables include content assets.”
04
Quietly authoritative
We are professionals doing craft work. State it once, plainly, and move on.
Do
- “Written by a professional ghostwriter. Printed and bound in the UK.”
- “Everyone thinks their life is ordinary. Nobody's is.”
Don't
- “World-class, award-winning, industry-leading memoir experts.”
- “Trust us — we're the best in the business!!”
05
Never morbid, never salesy
The subject is a life being celebrated, not an ending being managed.
Do
- “For the grandchildren who haven't met him yet.”
- “A book to hand over at Christmas.”
Don't
- “Before it's gone forever.”
- “Preserve their memory while you still can.”
Words
Keep “package”, “word count” and “pricing” in the commercial section only.
Say
Avoid
Before and after
The same message, rewritten in our voice.
Before
Our platform helps you capture your loved one's legacy before it's too late. Choose a package and get started instantly!
After
We sit with your mum, record her story properly, and write it in her own words. Then we bind it as a book the family keeps. Start with a phone call — there's no obligation.
Before
Premium memoir content solutions delivering award-winning outcomes for discerning clients.
After
A professional ghostwriter, four long conversations, and a set of books to keep and hand down.
Naming and the master line
- The name is always written The Memoir Co. — mixed case, full stop after Co.
- Never all capitals, never “MC”, never an “M” monogram.
- The master line is “Your story. Your words.” — sentence case, two full stops.
- Credits read “Written with The Memoir Co.”