What is it about?
This book review summarizes and critiques John Caldwell's "Voice and Tone Strategy: Connecting with People through Content," which provides readers a straightforward and applicable content development process through the Vertical Voice and Tone Framework, and provides guidance on the subsequent implementation. The Vertical Voice and Tone Framework is a goal-driven, four-part framework that aims to create an improved or new voice and tone strategy for individuals or brands looking to revisit what it means to connect with an audience in their professional practice.
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Why is it important?
The Vertical Voice and Tone Framework has applicability across many areas of academia and professional practice. John Caldwell's brief and clearly written work is accessible for those in academia or industry looking to apply the framework to any project where audience is critical or needs to be further centered.
Perspectives
I found Caldwell's book to be a pleasure to read and review, and have since integrated it into my own practice for both teaching. His work is accessible and easily transfers across genres and areas of practice; I would highly recommend it to anyone working in industry or academia who needs help with or a tune-up on recentering voice and tone when working with audience-centered design.
Emily Gresbrink
Minnesota State University Mankato
Read the Original
This page is a summary of: Review of "Voice and Tone Strategy: Connecting with People through Content by John Caldwell," Caldwell, J. (2020).
Voice and Tone Strategy: Connecting with People through Content.
Laguna Hills, CA: XML Press., Communication Design Quarterly, March 2025, ACM (Association for Computing Machinery),
DOI: 10.1145/3718959.3718965.
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