The following was created using three TOV docs I've made for previous employers after reading half a dozen Synthesia blog posts to get a sense of how Synthesia is already writing.

🎙 Synthesia Tone of Voice

Synthesia helps people communicate through video—clearly, quickly, and at scale. Our tone of voice should reflect the same qualities our product offers: clarity, warmth, and smart simplicity. We’re confident in what we do, but never flashy. Friendly, but never sloppy. Clear, but never cold.

Think of our voice as:

A helpful expert who knows their stuff, doesn’t waste your time, and genuinely wants you to succeed.

🧭 Core Attributes

Clear: We write with structure and simplicity. Short sentences. Big ideas first.

Helpful: We serve the reader. Our tone reflects empathy, not ego.

Confident: We know our product works. We don’t oversell—we show, don’t shout.

Human: We sound like real people, not corporate robots.

Positive: We lead with solutions, not problems. No snark, no scare tactics.

✏️ Writing Principles

1. Write with Empathy

We’re here to make other people’s work easier, not show off our own. Every line should answer this question: What does the reader actually care about?

✅ Do

“You don’t need a studio, a crew, or weeks of planning.”

🚫 Don’t

“Our neural rendering engine outperforms traditional pipelines.”

2. Start with Why

Before we explain the “what” or “how,” we make the purpose clear. Why does this exist? Why should it matter to them?

✅ Do

“Training videos take too long to make. We fix that.”

🚫 Don’t

“Synthesia uses AI to generate video from text using avatars…”

3. Explain Simply, Then Drip in Complexity

Lead with a big idea in plain language. Then, if needed, follow with detail—especially for technical or advanced users.

✅ Do

“Create training videos in minutes. Our AI generates voiceovers, avatars, and scenes—all from your script.”

🚫 Don’t

“With our multimodal transformer stack, users can fine-tune avatars via a script-driven rendering pipeline…”

4. Keep It (Business) Casual

Write like a professional who’s easy to talk to. Keep things warm and conversational—but don’t lose credibility.

✅ Do

“You’ll be up and running in minutes.”

🚫 Don’t

“Let’s get this party started!” or “Esteemed enterprise user, your request has been fulfilled.”

5. Less Is More

Say it in fewer words. Break long sentences. Cut filler. Don’t bury the lead.

✅ Do

“One tool. Endless videos. Zero hassle.”

🚫 Don’t

“Synthesia provides a comprehensive, end-to-end solution that enables users to seamlessly generate scalable video content with minimal production overhead.”

6. Think Positive

We avoid fear-based or snarky messaging. Instead of focusing on what we’re not, highlight what we are.

✅ Do

“We only send thoughtful, helpful emails.”

🚫 Don’t

“Don’t worry, we won’t spam you.”

💬 Voice in Action: Before & After

Product Page Copy

Before:

“Our avatars are digitally rendered and offer multi-language voice support.”

After:

“Choose an avatar. Type your script. Get a high-quality video in 120+ languages—no mic or camera needed.”

Pricing Page FAQ

Before:

“Do you require a credit card for the free trial?”

After:

“No credit card needed. Just sign up and start creating.”

🎯 Use by Team

• Marketing: Use this tone for blogs, landing pages, paid ads, and social media copy.

• Product: Apply it to in-app copy, tutorials, and release notes.

• Sales: Use for sales decks, outbound emails, and enablement materials.

• Internal Comms: Maintain tone in company-wide videos and onboarding messages.

• Support: Reflect the voice in help center content, troubleshooting guides, and chat responses.

Final Reminder

Sound smart without sounding like you're trying to sound smart.

If your message works best as a short sentence and a helpful link, that’s enough. Synthesia is about making communication easier—your writing should reflect that too.