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const theme = queryParams.get('theme'); const view = queryParams.get('view'); if (theme === 'dark') document.body.classList.add('dark-theme'); if (view === 'app') document.body.classList.add('webview--app'); </script><div id="__next"></div><script id="__NEXT_DATA__" type="application/json" crossorigin="anonymous">{"props":{"pageProps":{"anonID":"anon_62ecd8d1-52a9-40fd-9b7d-f7f3f9dffcff","experimentsWithDefaults":[{"experimentID":"ca_homepage_navigation_cta_pairing","defaultVariant":"control"},{"experimentID":"header_navigation_reorder","defaultVariant":"control"}],"preview":false,"head":{"title":"Monzo tone of voice","locale":"en-GB","rootUrl":"https://monzo.com","slug":"/tone-of-voice","description":"The home of Monzo's writing principles. Come for the practical writing advice, stay for the really cool illustration of a pig in sunglasses."},"pageTheme":"default","sections":[{"content":[],"data":{"target":{"fields":{"heroImage":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":940,"width":1186},"size":48208},"fileName":"Home Hero.png","url":"//images.ctfassets.net/ro61k101ee59/14BMYfKADy5PBWd96kTqXx/588842be609efc1feefd4702475abace/Home_Hero.png"},"title":"Home Hero"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.679Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"14BMYfKADy5PBWd96kTqXx","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.679Z"}},"legalText":"You might be here looking for the Monzo tone of voice – this is it! But 'tone of voice' is ironically copywriting jargon, and it undersells what these principles are about. They don't just cover *tone*, they make us consider the context, content and structure of what we say to customers.","pageDescription":"__Every word matters.__ When you’re a bank that lives on a phone, your words are a huge part of the brand and customer experience. Every one is a chance to connect, delight and build trust (or lose it).\n\n\u003c/br\u003e ","pageTitle":"Monzo Writing Principles"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionHero","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:19.911Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"1m0nRt9KIMCwM5ypntKsNQ","locale":"en-GB","publishedVersion":29,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:19.911Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"isSectionHeader":true,"subtitleDescription":"Even if your role has nothing to do with marketing, everyone who works at Monzo is a custodian of our brand. So if you work at Monzo – these are for you.","subtitleText":"Our principles in brief"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionSubtitle","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.775Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"3z4gWtIe2wm6W5oG13ErWN","locale":"en-GB","publishedVersion":8,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.775Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"direction":"horizontal","icon1":{"fields":{"description":"","file":{"contentType":"image/svg+xml","details":{"image":{"height":48,"width":48},"size":1126},"fileName":"Straightforward kindness.svg","url":"//images.ctfassets.net/ro61k101ee59/3YpkV8wdVnJyR2cMaNC9V2/aa700de4719a6680d3bf928cc4de5926/Straightforward_kindness.svg"},"title":"Straightforward kindness"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:10:33.951Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"3YpkV8wdVnJyR2cMaNC9V2","locale":"en-GB","publishedVersion":11,"revision":3,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.703Z"}},"icon2":{"fields":{"description":"","file":{"contentType":"image/svg+xml","details":{"image":{"height":48,"width":48},"size":714},"fileName":"Everyday Magic.svg","url":"//images.ctfassets.net/ro61k101ee59/1y6Yf1CcEinDZAOu3OFJ4s/1c02c80ea5dc001f8741d1530099d114/Everyday_Magic.svg"},"title":"Everyday Magic"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:27:44.066Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"1y6Yf1CcEinDZAOu3OFJ4s","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:27:44.066Z"}},"icon3":{"fields":{"description":"","file":{"contentType":"image/svg+xml","details":{"image":{"height":48,"width":48},"size":701},"fileName":"Warm wit.svg","url":"//images.ctfassets.net/ro61k101ee59/53SDQQjWSf7tNFS0G67pFs/b9147171d20357656059d7c8ab41dad6/Warm_wit.svg"},"title":"Warm wit"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:28:40.771Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"53SDQQjWSf7tNFS0G67pFs","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:28:40.771Z"}},"sectionNameInternal":"Principles in brief","text1":"We're clear, inclusive and focused on the reader. We go out of our way to make complex things simple.\n\n\u003c/br\u003e\n\nThis applies all the time, to all the writing we do.","text2":"We transform the mundane with moments of unexpected delight. We celebrate and commiserate, and draw on universal experiences to connect with people.\n\n\u003c/br\u003e\n\nWe always look for ways to inject a little magic into the customer experience, but this mainly applies to our brand and marketing writing.","text3":"Humour is a delicate seasoning in our writing. We want people to feel part of the joke, not the target of it. And we avoid the obvious to keep things fresh.\n\n\u003c/br\u003e\n\nThis belongs almost exclusively in our brand and marketing writing, with the occasional surprise in the app.","title1":"Straightforward kindness","title2":"Everyday magic","title3":"Warm wit"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTriptych","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.189Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"7onrKL46eM5K7mpWypGyR7","locale":"en-GB","publishedVersion":32,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.189Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","paddingBottom":"Medium","paddingTop":"XXLarge","sectionName":"Straightforward kindness","sectionType":"Header","semanticHeading":"h2","textAlign":"Center","textCopy":"The thread that runs through all of our writing. We’re clear, inclusive, focused on the reader, and go out of our way to make complex things simple.\n\nNo matter what kind of writing you do at Monzo, you should always be following this principle.","title":"Straightforward kindness","titleColour":"Content: Primary","titleSize":"xlarge"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionGenericTextBlock","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.909Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4vNGjt47JTunZvOoVSOjEu","locale":"en-GB","publishedVersion":25,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.909Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Right","header":"Focus on what matters to readers","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":49945},"fileName":"focusonwhatmatters.png","url":"//images.ctfassets.net/ro61k101ee59/6CCRhPWUbv0BuFnTKCNpjO/158b62e00d04c24ed6cbe0304b6d0519/focusonwhatmatters.png"},"title":"focusonwhatmatters"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.717Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"6CCRhPWUbv0BuFnTKCNpjO","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.717Z"}},"sectionName":"Focus on what matters to readers","textCopy":"Your first question before writing should be: “*What does my reader care about most?*”\n\nWe’re often tempted to explain why we’ve done something before what it actually is – especially if it’s an uncomfortable message. But are people more interested in our decision-making process, or how it affects them? (Hint: it’s almost always the latter.) We can explain our reasoning, but need to explain the impact first.\n\nPro tip: before you write, list out the main things your reader needs to know as bullet points. Once you’ve done that, you’ll probably find you’ve written most of what you needed to say. \n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:19.753Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"01KkfXdWPsXsy4Pltf1cY6","locale":"en-GB","publishedVersion":36,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:19.753Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Left","header":"Be welcoming to everyone","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":53742},"fileName":"bewelcoming.png","url":"//images.ctfassets.net/ro61k101ee59/RP5b70igpglHihk09Rw9R/53e39909e1816c0a456744815ec25a8f/bewelcoming.png"},"title":"bewelcoming"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.749Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"RP5b70igpglHihk09Rw9R","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.749Z"}},"sectionName":"Be welcoming to everyone","textCopy":"We make sure our language is inclusive of everyone. We’re careful about idioms and colloquial references that might not be well understood by people who don’t have English as a first language. \n\nObviously there’s no place for anything racist, sexist or derogatory, but it goes beyond that. We also take care to avoid things like gendered or ableist language, cultural appropriation, or terms that have a history rooted in structural racism.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.879Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4jM1Q6sIVEvoiIi9ogP8xr","locale":"en-GB","publishedVersion":18,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.879Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"As an example, it’s pretty common in tech to use the terms ‘blacklist’ and ‘whitelist’, which is an idea rooted in racism – that white is superior to black. (We use ‘blocklist’ and ‘allowlist’ instead.)\n\nIt might seem pedantic to care about whether we occasionally say ‘blacklist’ or ‘blocklist’, but how we label things really matters. Psychologist Lera Boroditsky ran an experiment in 2009 that makes this point really well.\n\nShe told two groups of people that they were in charge of reducing crime in the fictional city of Addison. The scenarios were identical in every way except one: she told one group that crime was ‘preying on the city like a beast', and the other group that crime was ‘spreading through the city like a virus'.\n\nThe group who were given the beast ‘frame' were much more likely to propose things like more police and tougher sentencing. The group with the virus frame were much more likely to suggest social reform and education. People wanted to fight the beast, but they wanted to treat the virus.","title":"Labels matter more than you think"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureItem","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.001Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"5fjzaNnc7ZPlG242YSGU8i","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.001Z"}}],"title":"Labels matter more than you think"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureGroup","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.923Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"56n3yg3DDxgXkGmvPXSszK","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.923Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","header":"Swap formal words for normal ones","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":579,"width":483},"size":68750},"fileName":"Comparison Table - coloured BG.png","url":"//images.ctfassets.net/ro61k101ee59/O1ZBmLGZsPOOrvnYYnkWd/fc8df28c7cf534d619f5669b790bb154/Comparison_Table_-_coloured_BG.png"},"title":"Formal to normal list"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.747Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"O1ZBmLGZsPOOrvnYYnkWd","locale":"en-GB","publishedVersion":4,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.747Z"}},"sectionName":"Swap formal words for normal ones","textCopy":"Many ‘business writing’ words make us sound like a cold, faceless organisation, which is the last thing we want. The best test for this is to read what you’ve written out loud. Does it sound like language you’d ever actually use face to face? If not, some of these needlessly formal words might be the culprit.\n\nA quick aside on the whole ‘but’ thing: it’s totally fine to start a sentence with the word but. Or the words and, so and because. There’s never been a rule against it, and no grammar guide will tell you you can’t. We do it all the time when we talk, so it makes our writing feel more natural, too."},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.000Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"20SUxhai3voLEfgCSqp9Og","locale":"en-GB","publishedVersion":13,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.000Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"The Romans arrived in Britain about 2,000 years ago, and brought Latin with them. \n\nLatin became the language of people in charge, and it seeped into the foundations of legal writing (there's still a lot of it there today). Legal writing became the basis of all business writing, because writing was time-consuming and difficult, and you only bothered to write something down if it was important – like a contract.\n\nSo what we traditionally think of as ‘professional’ language is essentially words that have a Latin root (like ‘require’ or ‘provide’). Words we'd almost never say out loud, but which we write when we're trying to sound business-like.\n\nBut rather than making us sound smarter or more ‘professional', that language makes us sound cold and distant.","title":"A brief history of professional English"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureItem","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.097Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"6UeGFhWXkwSfz3iVpP4ZYg","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.097Z"}}],"title":"A brief history of professional English"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureGroup","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.175Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"7bxNOBzAOVctRdIAlz8JAW","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.175Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Left","header":"When we have to say sorry, say it sincerely","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":42171},"fileName":"When we have to say sorry.png","url":"//images.ctfassets.net/ro61k101ee59/4cqRHopoivcbnwBmycYZhA/2f44c2e10b24cf9d364f67ddfdd070f9/When_we_have_to_say_sorry.png"},"title":"When we have to say sorry"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.705Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4cqRHopoivcbnwBmycYZhA","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.705Z"}},"sectionName":"When we have to say sorry, say it sincerely","textCopy":"The heart of good writing is empathy for the reader. When we’ve done something wrong, we own up to it and take responsibility. It’s never ‘We’d like to apologise’, it’s ‘We’re sorry’. But be careful not to over-apologise – we say sorry once like we mean it, and then we focus on what we’re doing to make things better.\n\nSometimes we have to give people news they won’t like, but we haven’t done anything wrong. In those cases, we shouldn’t say sorry. It can come across as insincere and frustrating for the reader.\n\nWhen we’re talking about difficult subjects or bad news, watch out for your language getting more formal too. When the subject is sensitive, that’s even more reason to focus on being warm and easy to understand.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.234Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"GNAfplU5GolU23sL4HqY5","locale":"en-GB","publishedVersion":10,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.234Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"Sometimes we worry that writing clearly and simply can mean we lose authority, especially when we're dealing with serious topics. That's largely because it's just what we're used to: when organisations get serious, their language gets formal. It's how you know this is A Big Deal.\n\nIn 2010, US attorney Sean Flammer ran an experiment. He asked 800 judges to side with either a traditional ‘legalese' argument, or one in what he called ‘plain English'.\n\nThe judges overwhelmingly preferred the plain English version (66% to 34%), and that preference held no matter their age or background. Here's an interesting extract from Flammer's findings:\n\n*“The results indicate that the participants found the Legalese passage to be less persuasive than the Plain English version. The respondents also believed the Plain English author was more believable, better educated, and worked for a prestigious law firm.”*","title":"Serious isn't the same as formal"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureItem","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.684Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"38dPCgALsoqLBZedHzxa7l","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.684Z"}}],"title":"Serious isn't the same as formal"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureGroup","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.117Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"6ZOWknNjlBfYxSPfbv4SB6","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.117Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Right","header":"Watch out for jargon","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":61046},"fileName":"Watch out for jargon.png","url":"//images.ctfassets.net/ro61k101ee59/vRYYLwZyuBeXMXipVjTWY/4b4221a041131f8d5c2fa13dd391ec67/Watch_out_for_jargon.png"},"title":"Watch out for jargon"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.751Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"vRYYLwZyuBeXMXipVjTWY","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.751Z"}},"sectionName":"Watch out for jargon","textCopy":"It’s our job to make the complex simple – so there’s no room at all for unexplained financial jargon. On the rare occasions where we do have to use technical terms, we’re precise about what we mean to help people who aren’t familiar with the subject. \n\nKeep an eye out for acronyms or terminology that makes perfect sense to you, but might not be clear to people outside Monzo (or inside, for that matter – this principle applies to our internal communications too).\n\nJargon in itself isn’t a bad thing: a shared understanding of specific terms helps us get things done faster. But we almost always overestimate how much other people know. We’re all susceptible to what psychologist Steven Pinker calls ‘the curse of knowledge’: when you’re an expert in something, and you're surrounded by experts in the same thing, it gets harder to remember how much of what you know is specialist.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.808Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"49yNjzc5v1J22mu5duHRj8","locale":"en-GB","publishedVersion":12,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.808Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Left","header":"Avoid ambiguity: write in the active voice","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":579,"width":483},"size":74438},"fileName":"Avoid ambiguity.png","url":"//images.ctfassets.net/ro61k101ee59/4moQUR6NVaxxJ948s4Tzi6/976e82efb405a7bd6b03f09796b6cc45/Avoid_ambiguity.png"},"title":"Passive vs active"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.707Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4moQUR6NVaxxJ948s4Tzi6","locale":"en-GB","publishedVersion":4,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.707Z"}},"sectionName":"Avoid ambiguity: write in the active voice","textCopy":"There’s a funny thing that happens to our writing when we're giving bad news, or talking about processes. We slip into what’s called the ‘passive' voice, which basically means we don’t say who’s responsible for something.\n\nWe use the passive voice partly because we're unconsciously distancing ourselves from the message. But that's not fair for the reader, and what they need always comes first.\n\nThere might be rare occasions where we deliberately don't want to say who's responsible for something, but we usually slip into the passive by accident. So make sure you've got a really good reason for using it if you do.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.102Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"2KmTWPl5FpScxsHd6ri3xU","locale":"en-GB","publishedVersion":26,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.102Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","paddingBottom":"Medium","paddingTop":"XXLarge","sectionName":"Everyday magic","sectionType":"Default","semanticHeading":"h2","textAlign":"Center","textCopy":"We add magical touches to our writing and elevate the mundane every day. That could mean a bold flourish, or a moment of delight where our customers least expect it. (It doesn’t mean using the ‘language’ of magic.)\n\nWe draw on universal experiences to connect with our audiences. And we pause to celebrate little wins or commiserate frustrating moments everyone experiences in their financial lives, without being patronising.\n\nWe look for ways to inject a little everyday magic throughout the customer experience, but mainly this belongs to our brand and marketing writing.","title":"Everyday magic","titleColour":"Content: Primary","titleSize":"xlarge"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionGenericTextBlock","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.375Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"2LKk8B863ufpHmz2lHgHFt","locale":"en-GB","publishedVersion":15,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.375Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","desktopLayout":"Image On Right","header":"Celebrate the little wins","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":64566},"fileName":"Celebrate the little wins (1).png","url":"//images.ctfassets.net/ro61k101ee59/Jvo6GLNuhYbKEIW1wgF2Q/d1451a7e856b53f4c0605de6c9383dfe/Celebrate_the_little_wins__1_.png"},"title":"Celebrate the little wins"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.745Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"Jvo6GLNuhYbKEIW1wgF2Q","locale":"en-GB","publishedVersion":6,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.745Z"}},"sectionName":"Celebrate the little wins","textCopy":"A routine task like opening a joint account can be just that – or it can be a moment to celebrate two people taking a big step. \n\nSo be on the lookout for opportunities to introduce delight where it might be unexpected, but welcome. We want to share people's delight in the seemingly small steps that add up to big progress."},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.713Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"3WPlNhokKlw0vhmSsO8T6S","locale":"en-GB","publishedVersion":12,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.713Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","desktopLayout":"Image On Left","header":"Use vivid words \u0026 delightful wordplay","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":36808},"fileName":"Use vivid words \u0026 delightful wordplay (1).png","url":"//images.ctfassets.net/ro61k101ee59/3Ub9mx9X20JzHucTBahiUf/89d5019148972db1012bd01273b4001c/Use_vivid_words___delightful_wordplay__1_.png"},"title":"Use vivid words \u0026 delightful wordplay"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.695Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"3Ub9mx9X20JzHucTBahiUf","locale":"en-GB","publishedVersion":6,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.695Z"}},"sectionName":"Use vivid words \u0026 delightful wordplay","textCopy":"\n__Vivid and unexpected word choices__\n\nReplace tired, generic adjectives with words that bring zest to your writing. One considered word choice can make a big impact. Why *pay your bills more easily* when you can *tame* them.\n\n\u003c/br\u003e\n\n__Metaphors and idioms__\n\nIf you can find a creative way to say something that delivers more than one layer of meaning, go for it. But this shouldn’t detract from the message or alienate people whose first language isn’t English. Any metaphors and idioms should be easy to understand at first glance.\n\n\u003c/br\u003e\n\n__Alliteration and internal rhyme__\n\nLinguistic tools like rhyming can make copy catchier and more memorable (although it’s important not to overdo it). And alliteration (when a series of words begin with the same sound) creates a satisfying sense of rhythm for the reader. 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When we celebrate the social side or call out the annoying parts, we show people they’re not alone in their experience. It’s part of how we connect with our customers in an empathetic way. \n\nHere are some moments you might draw on, and the underlying emotions that power them."},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:19.985Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"1ydDggxmwsUwUnAewjinHg","locale":"en-GB","publishedVersion":16,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:19.985Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"People often find money incredibly stressful. It can trigger feelings of failure or shame, or impact their mental health. 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"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.291Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"sLqgkPiJMFGOrEySurNBM","locale":"en-GB","publishedVersion":13,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.291Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","desktopLayout":"Image On Right","header":"Make references most people would understand","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":53572},"fileName":"make references most people would understand (1).png","url":"//images.ctfassets.net/ro61k101ee59/1slCYi4lpw8DD1i5j3CfgD/c0a0573909e6a92aea499f3c01c64830/make_references_most_people_would_understand__1_.png"},"title":"make references most people would understand"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.689Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"1slCYi4lpw8DD1i5j3CfgD","locale":"en-GB","publishedVersion":6,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.689Z"}},"sectionName":"Make references most people would understand","textCopy":"We can be reasonably confident that people have heard of the Barbie movie, or the Olympics, or Love Island, or that time a boat got stuck in the Suez canal. 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That’s why we make an experience feel magical through careful craft and cultural nous, rather than phrases like ‘hey presto’ or trite references to magical schools.\n\nEveryday magic has to feel effortless and unexpected. 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