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

MEMBER UPDATE

Share your perspective by October 15

Complete the five-minute survey to help shape next year’s learning opportunities.

Clear actionSpecific timingAudience benefit

## References and influences

These external resources informed the draft’s structure and practices. They do not replace NASPA policy or [MarComm approval](https://form.asana.com/?k=k1BnCnePXlzQij2ev89Ecw&d=40073271502809).

[

HubSpot

### Build a consistent brand voice

Guidance for distinguishing a consistent brand voice from the tone used in a particular context.

](https://blog.hubspot.com/marketing/consistent-brand-voice)[

HubSpot

### Create a content style guide

A framework for documenting voice, tone, grammar, formatting, and channel-specific writing decisions.

](https://blog.hubspot.com/blog/tabid/6307/bid/31247/The-Simple-Template-for-a-Thorough-Content-Style-Guide.aspx)[

American Marketing Association

### AMA Statement of Ethics

Professional principles for honesty, responsibility, equity, transparency, and citizenship in marketing.

](https://www.ama.org/ama-statement-of-ethics/)

Last updated: 2026-10-08

Live page: https://brand.naspa.org/voice-best-practices