We work to bring about a fundamental change -Improving businesses by looking at the goals of the employees in addition to that of the business owners. Bringing such a change wouldn’t be possible without persuasion and more often than not persuasion is not possible without coming across as passionate. Change bringers can’t sound plain and bland.

Try to be the early adopter of the service. Write as you talk when you try to make your friend watch a movie or read a book. Write as if you are a client benefitted from Aspire. Example: Habits are changed by habits! We never realised it until it happened in Sathyam Cinemas. Concentrate on why and how it works instead of focussing on why they should sign up for this. When we are fascinated by something we don’t recommend it to someone one else immediately. We just go about talking about it and praising it.

Don’t push charged voice to become poetic, utopian,philosophical or didactic.

Our core activities in this business involve getting to know people (BCEs), convincing people to take up an unconventional route and nudging people towards better behaviour. All three activities need involve evoking certain emotions in the audience. We can’t evoke emotions without being approachable and close. For this purpose, the tone should be as warm as possible. However, Our startup is often filled with, even headed by youngsters. Though valued for energy and nimble footedness, youngsters won’t be taken seriously if they don’t use a serious voice. We are a serious business engaging with serious businesses on a serious aspect. The brand voice should be formal enough to let the clients know we are made of a rare combination - Youth and Responsibility.

BE FRIENDLY— You can add appropriate emojis but avoid slangs. Instead of saying “ We are available for calls from 9 am to 5 pm” say “ You can call us anytime time after 9 and before 5 :)”. Don’t say “ You can call us anytime bro”. KEEP IT SIMPLE— The content doesn’t need uncommon words to make it formal. Just make sure the draft is free of grammatical errors. A classic example would be “ Please revert as soon as possible ” instead of saying “ Please send us a quick reply”. ‘Revert’ doesn’t mean reply. It means going back.

Don’t take formal to the extreme of soundingpretentious and don’t take warm to the extreme ofsounding not genuine or artificial.

We try to bring attention to the importance of BCEs inan organisation and the benefits of keeping themhappy. This aspect of a business is seldom noticed orgiven due care. Our content will be highly descriptivein nature, in the sense we show to tell. We paint a lotof pictures with words to remind and reinforce theimportance of BCEs in the growth and sustainabilityof a business.

BEAT AROUND THE BUSH— Instead of introducing a BCEusing his/her designation try to derive herdesignation by talking about the important aspectsof that designation. For example. Instead of saying “Mr Mani is a watchman at ID, Harrington” say “ MrMani is the first face that greets the customers of IDHarrington. He is the first assurance of safety andsecurity. He is the person people trust their belovedcars, bikes and helmets with. He represents IDHarrington to everyone who passes on the road. Heis the Watchman".

Don’t keep beating around the bush and lose thecrux. Describe and derive within 5 sentences. Acceptthis irony - Beat around the bush in a few sentences.

Glorification and deifying often alienate anddownplay the human side of the one who is beingglorified. We tend to subconsciously create unfair andunrealistic expectations out of people whom wepraise. We expect them to endure, be selfless and be asuperhero, and thereby unconsciously denying themthe attention and care a normal human deserves. Inthe long term, this creates frustration and a sense ofbeing betrayed in BCEs.

DON’T ROMANTICIZE— Metaphors like Superheroes, warriors can be avoided. Just call them normal humans with an important role in any business. Talk about the needs and problems of that person -How he/she is not able to perform his/her duty to the fullest when a need is not met.

Don’t take formal to the extreme of soundingpretentious and don’t take warm to the extreme ofsounding ingenuine or artificial.

Condescending tones will be counterproductive,especially in an interview. It may throw off the BCE.

Use euphemisms. Instead of asking what makes youproductive, ask them what makes you feel happyabout your work? Instead of asking what makes youstay loyal? ask What makes you feel a sense of beingbelonged in this company?

Sometimes euphemism may change the meaning ofthe question altogether. Be careful about that.

This can help in communicating with BCEs. The local voice can act as an icebreaker. When talking to a nonnative speaker, local can be replaced with colloquial and friendly.

Use a regional language in the content reachingthem through various media.

Make sure you understand the regional language properly. Some words may sound disrespectful. Always run the draft by a native speaker.