Sawas Ltd. is a service-focused company
We're about supplying quality raw materials, and about communicating honesty, integrity and trustworthiness.
How do we speak?
Sawas isn’t just about supplying quality raw materials, it’s about communicating honesty, integrity and trustworthiness. We do this by using simple, clear language and keeping the focus on “you” not “we”. Sawas is a service-focused company and all copy should be looked at through the lens of the customer. The following are the three key tonal elements that define the Sawas copy tone of voice for any outward-facing communications – emails, website, social media etc.
Trustworthy
“Trust” is the thread that runs through everything we do. Trust in the quality of our materials, the dedication of our people and their commitment to our customers. Rather than calling Sawas “an international company” we’d say “we’re trusted by customers all over the world’. Instead of claiming to be “an environmentally-friendly company” we’d say “trust us to do right by the planet”. Trust is a promise to our customers and a commitment we stand by.
Professional
Although we’re all about forging a strong connection with our customers, we’re never over-familiar. We speak to them in a way that’s respectful, informed and professional. We wouldn’t say: “We know exactly what you want – the best Gum Rosin”, we would say: “You can be confident that our Gum Rosin meets the highest international standards”. Rather than saying: “Check out our great range of materials”, we’d say: “Feel free to explore our range of materials”. The tone is adult-to-adult, not mate-to-mate. By respecting our customers’ professionalism and intelligence, they will respect ours.
Humble
We feel very fortunate to have created a successful company. That’s why we always look to express ourselves with a degree of humility. We’re quietly confident about our abilities and achievements, never boastful or arrogant. We wouldn’t say “Sawas is a recognised name across the globe”, we’d say “We feel fortunate to have forged strong relationships with customers all over the world”. We’d never say: “We offer you unmatched insight”, we’d say “We’ve developed our insight over 30 years”. By understating our achievements we project a deep, trustworthy confidence.