1.4 Tone of Voice in Practice

TOUGH HOW TO USE TONE OF VOICE IN COMMUNICATIONS CONFIDENT Headlines should be confi dent, inspirational and easy to grasp. Be effi cient and use familiar words and phrases in a clear, smart way. Secondary copy should provide evidence for the claim made in the headline. It should include the details about the brand and product that are most relevant to the target customer. It should all relate back to the headline, especially the closing sentence. PROUD Include a call to action that gives readers a next step to engage further with the brand. (Social media links, website, or similar.)

TOUGH M C Y CM MY CY CMY K CONFIDENT PROUD WHEN THE JOB CALLS FOR SOMETHING BIG Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mau ris tincidunt, ipsum ut egestas iaculis, diam ex volut pat mi, a auctor orci turpis ut mi. Pellentesque tincidunt vulputate var ius. Cras sit amet commodo mauris. Mauris felis eros, mollis non dolor ac, finibus tempor metus. Ut pulvinar, eros ac ul tric es pretium, mi arcu molestie dolor, sit amet congue nunc. TRAILERS bigtextrailers.com

NATDA Sept 17 Spread Ad_V4_Outlined_2.eps 1 7/24/17 4:40 PM NATDA Sept 17 Spread Ad_V4_Outlined_2.eps 1 7/24/17 4:40 PM

COMPANY YOU KEEP YOU’RE KNOWN BY THE

JOIN THE WINNER’S CIRCLE

Who are you aligned with? When you team up with Big Tex, you’re joining elite American brands like Chevy® and John Deere®. A recent joint press event for more than 40 leading national media outlets will keep Big Tex top of mind for months to come. Big names choose Big Tex when it matters most because no other trailer brand delivers at our level. Take advantage of our incredible exposure and dealer resources and see where Big Tex can take you. bigtextrailers.com/become-a-dealer

WELCOME TO BIG TEX COUNTRY

TRAILERS

bigtextrailers.com

CMYK: C:2 M:100 Y:85 K:6 RGB: R:200 G:16 B:46 HEX: C8102E

On this page, three examples of headlines in print ads.

WHAT IS OUR BRAND LOOK AND FEEL?

COLORS, FONTS, LOGOS AND PHOTOGRAPHY

Our aesthetic refl ects our brand Personality: bold, confi dent, no-nonsense. Using an established set of colors and fonts ensures consistency across all platforms and helps increase brand awareness and familiarity.