Common Voice Attribute Pairs

---
name: content-strategy-common-voice-attribute-pairs
description: 'Sub-skill of content-strategy: Common Voice Attribute Pairs (+1).'
version: 1.0.0
category: business
type: reference
scripts_exempt: true
---

# Common Voice Attribute Pairs (+1)

## Common Voice Attribute Pairs


| Spectrum | One End | Other End |
|----------|---------|-----------|
| Formality | Formal, institutional | Casual, conversational |
| Authority | Expert, authoritative | Peer-level, collaborative |
| Emotion | Warm, empathetic | Direct, matter-of-fact |
| Complexity | Technical, precise | Simple, accessible |
| Energy | Bold, energetic | Calm, measured |
| Humor | Playful, witty | Serious, earnest |
| Innovation | Cutting-edge, forward-looking | Established, proven |

## Defining an Attribute


**[Attribute name]**
- **We are**: [what this means in practice]
- **We are not**: [common misinterpretation to avoid]
- **This sounds like**: [example sentence demonstrating the attribute]
- **This does NOT sound like**: [example sentence violating the attribute]