VOICE


1. Curated

A.  Intentional

Intentional decisions, interactions, and communications are driven by purpose. An understanding of and focus on the end goal of each interaction is the end of intention. Intentional speech does not mince words, leaning away from frills or turns of phrase in favor of simple and informational communications. For intentionality to be functional in a voice, it requires that the writer be consistently aware of the values and goals of The Goods Shop at any given time. Content written should hold purpose, and that purpose, value.

B.  Selective

Through intentionality, a selective tone is naturally acquired. Selectivity in voice, goes beyond the day to day use, down to the minutia of word selection, engagement options, and canned responses. The selective voice is driven by clean pointed speech, leaning toward directive engagement above personal engagement. The mirroring of intentionality in the stocked product, displayed work, and spoken/written words, will provide a clear message of quality to the reader, and a foundational decision with each interaction will position The Goods above the larger competition. This element is aimed at those who live outside of the neighborhood, encouraging traveled customers.

C.  Unique

The Goods Shop brand voice communicates uniqueness through a heavy tilt toward adjective use. A wide-ranging, while highly curated, inventory provides an uncommon experience given the industry (though once common to Oklahoma, now modernized) — the general store. Beyond big box and budget brand retail, the general store requires is all but lost, outside of larger coastal cities.

2. Accessible

A.  Comfortable

The Goods' voice must balance the brevity of selectively curated speech with a colloquial tone, comfortable to the reader and familiar in use — a balance between southern hospitality and the brevitive city speech. Operating as somewhat of a foil to Stitch, The Goods Shop finds its comfort in the absence of the frivolous, and the ease found in simplicity and clarity. Exploration of topics outside of the shop is unecessary and written materials should be built on the "stick to what you know" rule. As a general store, there is no need to overextend your reach into the unknown.

B. Utility

The goods brand voice is utilized as a utility above all else. Operating as a tool to clearly and concisely educate the reader to the available amenities, stocked goods, and additional regulatory information surrounding the brand. As a utility, the function of socialization is at a bare minimum, focused, when in use, on the education of available stock. range of goods, and open interaction. The focus on benefit utilization is softened through the use of product description, saturated with adjectives and more open to the evocation of emotion and feeling.

C. Available

The arguably best part of a neighborhood general store is the convenience. The availability. Consistent useful response and timely efforts will enforce the feeling of open convenience, encouraging repeat interactions. The voice makes use of this tool through quick and concise response, developing the solid sense of support through constant and consistent interaction. The other side of this coin is displayed through an eager readiness to inform the consumer of product details, availability, and recommendation. Each engagement is an opportunity to utilize the available, anticipatory, and detailed elements of the voice.

3. Dependable

A.  Supportive

Support speech moves beyond the how are you doing and how can I help you. A supportive voice, in the context of The Goods Shop, requires a detailed awareness of the inner workings of the store, the products sold, and the services offered. No interaction should ever end with "I will ask and get back to you." The person manning the voice should always be informed on the inner workings and ready to provide information as needed, with an eagerness that balances the brevity of speech.

B.  Anticipating

As a voice, anticipation can be an awkward quality to display, and if used incorrectly, it can border on assumption. The implementation of an anticipatory voice requires the recognition of needs and addressing those needs before they are requested. Anticipation is found in the familiar. A relationship must develop before patterns can be found. The Goods Voice is afforded the ability to reduce time on uptick of relationship, leaving the customer to do much of the talking, learning from content and resting on brevity. That consumption of information then allows the writer to take learned information and industry knowledge to create conversation that moves the conversation ahead at a faster rate.

C.  Hyper-Detailed

While the Goods voice leans on brevity, there is one instance in which brevity is to go out the window. Product and service details are to hyper focused. A heavy use of adjective work allows for a clean and detailed description leaving little to the imagination. The focus on product description works to build trust between the consumer and The Goods, building a clear visual of the product sold in the shop.