Best Practices
NASPA Voice
Write in a clear, welcoming, credible voice that helps people understand what matters and what to do next.
01
Keep the voice consistent and adapt the tone
Voice expresses who NASPA is. Tone responds to the audience, channel, and moment.
- Be knowledgeable without sounding academic or distant.
- Be welcoming without becoming vague or overly casual.
- Be purposeful: lead with the value, action, or information the audience needs.
- Use an appropriately calm and direct tone for policy, crisis, or sensitive communication.
Visual example
One voice, flexible tone
| Context | Tone |
|---|---|
| How-to guidance | Direct + encouraging |
| Member story | Warm + specific |
| Policy update | Clear + measured |
| Urgent notice | Calm + actionable |
02
Write for understanding
Readers should be able to scan the message, understand the point, and identify the next step.
- Use familiar words, active voice, short paragraphs, and descriptive headings.
- Explain an acronym the first time it appears on a page or in a message.
- Put the main message and action before background information.
- Use descriptive link text such as “Review the social media templates,” not “Click here.”
Visual example
Before and after
Do
- Apply by October 15.
- Review the accessibility checklist.
- We will email applicants Friday.
Avoid
- Applications must be received no later than...
- Click here for more.
- Applicants will be notified.
03
Review a message before publishing
A short editorial check catches tone and clarity problems before they become design problems.
- Confirm the audience, main point, and desired action are explicit.
- Remove jargon, unexplained acronyms, filler, and unnecessary superlatives.
- Check names, titles, dates, links, claims, and calls to action.
- Read the message aloud to find sentences that sound stiff or confusing.
Visual example
Voice in practice
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References and influences
These external resources informed the draft’s structure and practices. They do not replace NASPA policy or MarComm approval.
HubSpot
Build a consistent brand voice
Guidance for distinguishing a consistent brand voice from the tone used in a particular context.
HubSpot
Create a content style guide
A framework for documenting voice, tone, grammar, formatting, and channel-specific writing decisions.
American Marketing Association
AMA Statement of Ethics
Professional principles for honesty, responsibility, equity, transparency, and citizenship in marketing.