Our tone is friendly. Upbeat. Honest. Knowledgeable.

We have a sense of humour, but we're not constantly trying to make you laugh. We're courageous and opinionated, but not shocking. We write the way we speak (without the swearing).

We use short, active sentences. Clear ideas. No filler. We keep things crisp and direct, wherever we can, and we trust our readers to be smart.

What 'finding the yes' sounds like

Our positioning shapes our tone in a specific way. When you write as P+S, you're writing as an agency that takes responsibility, finds solutions and says ‘yes’ more than ‘no’. That means:

• Lead with what's possible, not what's difficult.
• Be specific. Specific confidence is compelling.
• Make a difference. Clients don't pay us to be neutral: they pay us to be valuable, challenging, bold and creative.
• Keep it human. We're a company full of curious, clever people. Sound like one.

Friendly‍

We're warm and approachable. We treat people like people, not like targets or stakeholders. This doesn't mean we're casual about quality. It means we don't hide behind formality.

Upbeat

We're genuinely enthusiastic about the work. Not in an over-the-top, emoji-heavy way: in the way of people who actually care about finding the right answer. Energy is good.

Honest

We say what we think. If something isn't working, we say so. If a brief needs challenging, we challenge it. Honesty is what makes a long relationship possible – and we're in the business of long relationships.

Knowledgeable

We know our stuff. We've earned the right to have opinions. When we write about B2B marketing, technology or commercial strategy, we do it with authority, not arrogance.

How we write

We write the way we speak. That means:

Short sentences. One idea at a time.

Active voice. 'We solved the problem' not 'the problem was solved'.

Plain words. If a simpler word exists, use it.

No unnecessary adjectives. Let the nouns and verbs do the work.

Read it out loud. If it sounds odd, rewrite it.

There are times when technical terms are needed – they're specific in meaning and our clients understand them. Use them when they earn their place. When they don't, ditch them.

Words we like

Our favourite words are clear and specific. They're confident and occasionally a little unexpected. We like words that show we mean it.

Share. Discover. Solve. Build. Prove. Find.

Challenge. Outcome. Responsibility. Progress.

Don't be lazy. Don't say very or really. If you mean it, say it properly. Say it like you mean it. Because we do.

We also like the occasional unexpected word. The one that makes you pause, smile and keep reading. Not flippant. Not childish. Just a little playful. There's a difference.

Words we don't like

Buzzword bingo. Corporate jargon. Life's so much easier when we say what we mean.

If you wouldn't say it to a client's face across a table, don't write it. Why? It's confusing. And it makes us sound like everyone else, which is exactly what 'we find the yes' isn’t.

Synergy. Agnostic. Dialogue. Engagement.

Cutting edge. Transformative. Best-in-class. World-class. Passionate.

Reach out. Offline. Low-hanging fruit. Moving forward. Circle back.

A note on humour

We have a sense of humour. It's part of being human, and we're a company full of humans who enjoy what they do.

But we're not in the business of trying to be funny. When humour appears in our writing, it should feel natural. A dry observation. A self-aware aside. Something that makes someone smile without making them wince. If in doubt, leave it out.