Voice
Our voice
Our voice describes the tone and manner we use to communicate in both the things we say and the interactions we have with our customers. Exactech’s culture is exemplified by our Passion for the surgeon and patient experience, Teamwork in developing Innovative solutions and products, Accountability for the quality of our products and our commitment to outstanding clinical results, and Integrity in our communication and continuous improvements.
Key elements of the exactech voice
- Be friendly – not phony – in your copy.
- Talk about the benefits of our products and services rather than the drawbacks of our competitors.
- Balance using words that average people understand with industry-standard terminology.
- Explain clearly how our products work. Show, don’t tell.
- Use active verbs, but don’t be overly demanding. In general, be more suggestive than directive.
How to convey integrity:
- Know your subject matter.
- Be clear. Balance using words that average people understand with industry-standard terminology.
- Be honest.
- Be proactive with managing bad news.
- Limit the use of colloquial phrases and metaphorical advertising.
How to show passion:
- Be friendly – not phony – in your copy.
- Write with empathy and heart.
- Be bold.
- Offer tips and suggestions about how to use our products, rather than mandates, when possible.
- Avoid “all caps” and exclamation points.
How to convey teamwork:
- Write conversationally. Use contractions,
when appropriate. - Search for agreements, rather than contradictions.
- Write in first person, whenever possible.
Use “we” and “let’s.” - Use active verbs, but don’t be overly demanding.
- Use gender-neutral language.
- Ask questions.
How to exhibit accountability:
- Use positive language vs. negative.
- Use more “dos” than “don’ts.”
- Talk about the benefits of our products and services rather than the drawbacks of our competitors’.
- Promote respect and fairness.
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Publicize the big picture.
How to be innovative:
- Be inquisitive.
- Explain clearly how our products work.
- Show, don’t tell.
- Know the latest terminology and industry trends.
- Include a clear call to action.