Content guidelines are great to bring your Tone of Voice to life. The problem most of the times is that they are heavily skewed towards marketing copy and that is usually not the best fit for instructional microcopy or error handling.
I think Rachel McConnell has a very interesting approach on how to make sure your ToV guidelines stretch to cover more forms of writing: "Good guidelines should help you with any form of writing, so if you’re creating guidelines then stress test them against a few content examples or scenarios and see how they work." #uxwriting
https://lnkd.in/di59Tf2
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