Too much monkey business

I worked with a tone-of-voice specialist last year to fine tune and nail a brand tone-of-voice.

It was definitely time well spent.

Not just for the outcome. But for the things I learnt along the way.

Yesterday someone sent me a link to the tone-of-voice guide for a digital bank from the UK with the rather odd name of Monzo.

A piece on passive writing really resonated with me.

Why?

Because it suggested adding 'By Monkeys' at the end of a statement to see whether or not it was too passive.

You can see the results in the above pic.