Tone of Voice
How Pantalytics communicates is just as important as how we look. Our voice is professional, clear and human.
Brand personality
Professional & Reliable
We communicate clearly and directly. No jargon, no hype.
Practical
We focus on concrete outcomes, not abstract promises.
Human
We speak as entrepreneurs to entrepreneurs. First person plural ('we'), direct address ('you').
Honest
We give honest advice, even if it means recommending something else.
Voice attributes
| We are | We are not | |
|---|---|---|
| Tone | Professional, warm | Corporate, stiff |
| Complexity | Clear, accessible | Oversimplified, condescending |
| Perspective | Business-first | Technology-first |
| Claims | Specific, evidence-based | Vague, hyperbolic |
| Vocabulary | Dutch/English industry terms | Buzzword-heavy |
Writing guidelines
Writing guidelines
- Use active voice: 'We implement Odoo' not 'Odoo is implemented by us'.
- Be specific: '20-40% less effort' not 'significantly better results'.
- Address the reader directly: 'you' / 'your'.
- Lead with the customer benefit, not the technical feature.
- Keep sentences short. One idea per sentence.
Avoid
- Corporate buzzwords: 'synergy', 'leverage', 'paradigm shift'.
- Unsubstantiated claims.
- Passive voice without reason.
- Overly formal language when a simple word works.
- Unnecessary capitalization (e.g., 'Smart Business Software' only in titles).
Structure — Pyramid Principle
All Pantalytics communication follows the McKinsey writing style: lead with the conclusion, then build your argument. The reader should be able to stop at any point and still understand the core message.
Pyramid structure
Governing thought — One main message, as a complete sentence. This is the first thing the reader sees.
Key line — 2 to 5 supporting arguments. MECE: no overlap, no gaps.
Evidence — Data, examples, and substantiation per argument.
'So what?' test — Every point must survive this question. No answer? Cut it.
SCQA for introductions
Situation — Undisputed context the reader recognizes.
Complication — The problem or change.
Question — The implied question that follows.
Answer — Your recommendation or conclusion, direct and clear.
Slide and paragraph titles
Each slide or paragraph carries one message. The title is a complete sentence containing the insight — not a topic label.