Our voice & tone in action
At a glance
At its simplest, our voice is charismatic. Savvy. And BOLD. Charismatic in the way we engage our audience with casual conversation. Savvy in the way we transform the complicated into the easy-to-understand. And bold in the way we're refreshingly honest and self-aware. We tell it like it is. No BS.
We engage people by "getting it." And we win them over by "fixing it."
How we sound
We’re not your typical insurance company. So everything we write needs to demonstrate just how we’re doing things differently.
All copy should reinforce the idea that we’re friendly, capable, and here for our customers. Communications should be easy to understand. And show we’re committed to making insurance surprisingly painless.
Bold
Sounds clear, concise, to-the-point
These examples cut to the chase — what you see is what you get.
"Two policies. One place. When you bundle your car and home insurance, you could save up to 10%. Boom."
"Easily manage both your policies online. And spare yourself the rigmarole of dealing with 2 insurance companies. Hey, we get it."
Savvy
Sounds confident, insightful, helpful
These examples give information that's clear and easy to understand.
"Comprehensive covers your car for the stuff that's not a 'collision.' That just means anything that's not a car accident."
"Coverage Counselor® takes the guesswork out of car insurance — making it super straightforward and understandable. It's an online tool that explains coverages for you to consider in words that make sense. No confusing gobbledygook."
Charismatic
Sounds personable, down-to-earth, empathetic
These examples are relatable and disarming. Like talking to your helpful friend.
"Okay, this'll sound a tad odd at first, but to remove a vehicle, you'll actually click 'add car.' From there, though, you'll have the option to either add or remove a car."
"Just because your home costs a pretty penny doesn't mean your insurance has to. At Esurance, we actually want you to save money. Imagine that."
No BS
Sounds honest, candid, self-aware
These examples call out the painful side of insurance. But then show how we're making it painless.
"Breaking news: 0 out of 10 people like filing a claim. That's why we make the process as quick and smooth as possible."
"Let's be honest. No one likes dealing with insurance. It's confusing. It's a hassle. And it's too expensive. Esurance is making it simple, transparent, and affordable. In other words, we're making insurance surprisingly painless."
Keep it personal & conversational
"We're working on your claim as we speak!"
Try not to be a stuffed shirt
"We're reaching out to give an update on the status of your claim."
Be empathetic & helpful
"We understand this can be stressful and we want to help. To continue your car insurance coverage, please pay $93.75. Remember, you can always visit us online or use our mobile app to change your payment method or make a payment."
Avoid sounding accusatory
"To avoid a lapse in your auto insurance coverage, please address this issue as soon as possible. If we don't receive payment, your insurance may be cancelled."
Help solve problems
"If your vehicle's in storage somewhere, please let us know as soon as possible so that we can work with you to move it to a place where it won't incur storage fees."
Don't be judge-y or scary
"Note: if your vehicle was towed and being stored, you have a responsibility to mitigate your damages as we will only consider reasonable storage charges."
Get to the point quickly
"We received your car insurance payment of $153.89."
Don't be a windbag
"This is confirmation that your auto insurance payment of $153.89 has been successfully processed."
Casing guidelines
The time of all-things lowercase is over. Now, we're all sentence-case, all the time. For headers. Buttons. Just about everything.
And to answer 2 of the most common casing questions:
- "Esurance" in copy is always capitalized. If you have to type it, you have to cap it.
- "Surprisingly painless" does not need to be capitalized. It's not a proper noun or trademarked in the conversation.