Write to move
We believe in one thing: that physical activity should be a key pillar of everyone’s well-being. We are the experts of movement. We innovate the technology that empowers it. We design ideal environments for it to become an attractive daily habit.
This is what makes us different. And, to spread the word of movement, this is what our language should reflect. The guiding principles of our voice represent our underlying identity, and the more flexible attributes of its tone help it shape across the experience of our reader.
Our voice
The three guiding principles that follow represent the intrinsic characteristics of our personality in terms of language. Whenever we speak or write, we always seek to be inspiring, clear, and seductive.
Inspiring
Our common objective is to inspire our users to adopt a healthy lifestyle. To do so, our voice must motivate, and our content must educate.
Always prefer an active voice in a sentence.
Our attitude should be confident and helpful at the same time: we give that little push when needed, and never leave anyone behind.
Educating is an important part of the inspiring principle: we share our experience and research with our reader, never in a patronizing or academic way.
We always address the reader in second person: whatever we write, we do for one person at a time.
Clear
Many times, we come to deal with complex subjects such as the hidden mechanisms that make our body move. Sometimes we step into noisy environments where the conversation needs fewer, more powerful words. In any situation, we aim at being as transparent and honest as possible.
Can you use fewer words? Do it. Our foremost effort in writing should be to reduce the reader’s effort in reading.
Break long sentences.
Use jargon carefully, avoid words that may sound obscure to your audience. Don’t delve into technical details that may confuse your reader.
Use figurative language meaningfully.
Structure your content clearly with titles, bold text, recaps.
Avoid superfluous repetitions.
Seductive
The seductive principle is all about aspiration. Our language should spark the desire to reach new heights, bringing into play the beauty of the sensory as a driver of transformation.
Turn descriptions into sensory experiences. Immerse the reader into the scene. Focus on how it feels more than how it works.
Be personal: when we write, we always put ourselves in the shoes of our reader, feeling their challenges, understanding what they care about.
Let’s not talk about ourselves in third person unless strictly required.
Feel free to tease.
Shouting out unwanted answers is not our style. Neither is using rude language.
Our tone
The concept of tone differs slightly from the voice, as it’s related to its context of action. In fact, the tone of voice may vary slightly from time to time depending on the situation and who we speak with. You can tune your tone more flexibly according to the context but hold to the general references in this guide when in doubt.
Informal / formal: Our tone is a balanced mix of the two, with a slight preference for informal. We go to the gala all dressed up in a nice suit, but we’re still wearing sneakers. We are friendly, but never lose our good taste. We enjoy a pinch of humor every now and then, as long as it’s not forced or offensive.
Accessible / academic: Always try to be accessible and reduce the reader’s cognitive load as much as possible. We can use technical jargon in a way that is clear for our readers. Be sure to explain in simple terms if there’s any doubt your audience will understand it.
Warm / detached: Working out can be hard. Having a cold, mechanical voice motivating you can make it even harder. Put yourself into the readers’ shoes, try and feel what they feel: being warm is all about empathy and understanding.
Punchy / flowing: Give a little punch when you can. Example: “In our equipment, we merge the charm of Italian design, the effectiveness of athletic level performance and an immersive digital experience. Classic Italian design. Supreme athletic performance. Mesmerizing digital experience. That’s what you can expect from our equipment.”
