Tone of Voice
The audience we are dealing with is not some imaginary “consumer profile”.
It is us – you and me – people who are beginning to accept help. People who are vulnerable.
People who are not just outsourcing our problems; they care enough to admit that things could be better for them and their loved ones. Who are exploring care by someone skilled, reliable and dedicated.
What the audience needs = Our Guiding Principles.
1. People need a nurturing advisor. A support system. Not a sales executive.
2. Every person is different. They have different needs. Listen to their needs. Don’t auto-respond. Celebrate individuality.
3. Old people are not all sick and frail. They are people. They want to have fun. They have hobbies. They have personalities. Treat them like people, not a problem to solve.
How to communicate.
1. SEEN, HEARD, SUPPORTED.
Make people feel seen, heard and supported. Talk about likes, dislikes, desires and dreams, not just needs and obligations.
In communication: Celebrate individuality. Use unique "interests" to portray the elderly as wholesome people and not just problems to solve.
For example:
1
Picture showing grandpa with grandkid doing homework.
“Homework — I can do that everyday, any day. All I need is a helping hand with house work.”
B2C: Need assistance when it comes to your daily care or that of your loved one? We’ll step in to support you.
B2B: Let us manage care, so that you can spend your time the way you wish to.
2
Image showing uncle playing video games with adolescent grandson
“Son, you may have the speed, but I’ve got the strategy!”
B2C: Let us assist you. So that you can make memories out of little moments.
B2B: Make memories out of little moments. Allow us to take care of the rest.
3
Aunty reading Murakami in a quiet corner
“Been reading Murakami since 1988. He's... alright.”
B2C: You deserve to spend time doing things that you like. Let us support you, so you can enjoy life.
B2B: Spending time doing things you like, is not just a lifestyle, it is life. Live life, without compromise.
2. Be Real. Use real-life examples.
In communication: this means, tailor your communication to different real-life situations because of which a person may need to call CARE Concierge.
For example:
B2C:
1
Career driven people who have sudden need for post-hospitalisation care
It doesn’t have to be a choice between your career and providing necessary care. You can have both.
2
Multitaskers who can do it all
It’s about happiness. It’s about quality time, not just time. It’s all about the details.
3
Overachievers
Of course, we know you can do it all. But you don’t always have to. We have your back.
4
Person looking tense holding head
It takes a village to raise a child. It takes a team to manage care. We’re on your team. We provide systematic care that lets you sleep at night.
B2B:
1
Builder looking for someone to design a facility
Spaces for care are spaces designed with care. Let us partner you to build ageless spaces, without compromising on quality of care.
2
Builder looking to build & hire management to run a community facility
Building and supporting a community is a long-term commitment. We invest in design, technology and care management, because when it comes to life, we don’t compromise. Let’s partner to build healthy, happy communities.
3
Partner who wants to run vocational workshops for caregivers
Caregivers are friends, helpers, nurses and counsellors, all rolled up into one. To be a skilled caregiver, you need the best training. Join our Care Workshop, at Atrium Centre on Sunday.
3. Understand the audience.
We can't care for people if we can't get through to them.
Understand the diverse cultures – Malay, Tamil and Chinese. Do not use complicated language. Do not use big flowery words. Simple is sophisticated. Clarity shows confidence.
In communication:
1. This means, use short sentences. But be spirited.
2. If you want to use bold or emotive or abstract copy, do it. But don't let one-liners do all the work. Use a subtext or 1-2 more sentences to get the point across.
4. Don't waste people's time.
In communication:
Not every piece of communication is meant to inspire. Understand the purpose of it. If it is a quick tactical advertising or a call to action, use sharp, clear, action-driven copy. Don't overpromise. Be concise but don't sell, sell, sell. Always tie it back to how it furthers the brand idea.