“Words are sacred. They deserve respect. If you get the right ones in the right order, you can nudge the world a little.”

– Tom Stoppard

Voice Attributes

Our personality traits inform the way we speak and the words we choose. Voice is one of the most influential ways to affirm our brand with customers.

These four qualities describe the distinctive character we want to show the world. This is how we want our customers to feel about us and the words we want them to use when describing us. The way we write and speak strongly contributes to a positive experience with our company. 


We talk about analytics as a force for positive change and progress. How can our customers use SAS to work smarter? Make a breakthrough? Make the impossible possible? Improve the lives of their own customers? 


We go beyond describing what our products do. We describe the experiences people have when they use them. How will customers feel? What insights might they uncover? The individual customer must feel like our words speak to them personally. 


We explain complex technology in clear terms. Our language is vivid and concrete. When we state provocative and unique points of view we differentiate ourselves as true experts. We use analogies and clever turns of phrase, without slipping into clichés and jargon.


Forget the slick sales pitches and marketing spin. Our customers want us to have honest and direct conversations with them. We focus on issues they care about and build trust by sharing our expertise. 

Would you really say that?

Tips for creating conversational copy

Using conversational copy is the best way to create content that engages, entertains and educates. Several research studies say that conversational copy helps people learn more deeply. Here are a few tips for keeping your content conversational.

Read it out loud.

This is one of the best self-editing tools you’ll ever find. The words you write don’t just appear on a page. Your readers actually hear them in their heads when they read. So whenever you have to pause, slow down or backtrack in your copy, make a note. You can probably find a simple, clearer and more natural approach.

Use contractions.

We use contractions when we talk. They help us communicate more quickly and fluidly. They’ll make your copy sound more natural and can help you save space when character count matters.

Why say this...

When you can say this…

It is time to register for SAS Global Forum. Do not miss out on special pricing. 

It's time to register for SAS Global Forum. Don't miss out on special pricing.

It’s OK to begin sentences with conjunctions (and, but, or, so, yet) or use sentence fragments.

We know what traditional grammar rules say. But it’s OK to break these rules sometimes. Why? Because that’s how people talk. Your writing will sound more natural, and your sentences will be punchy. Plus, it’s a great way to emphasize a thought or idea.

Why say this...

When you can say this…

We all get asked “What does SAS do?” It seems like a simple question, but it doesn’t have a simple answer.We all get asked “What does SAS do?” But the answer isn’t always easy.

It’s OK to end sentences in prepositions.

It’s debatable whether this is really a grammar rule at all. Either way, we do it when we talk to avoid awkward phrases. So we should do the same when we write.

SAS Style Guide for Business Communications

The guide provides writers and editors of business communications a method for ensuring consistency in the way we present our company, our brand and our software solutions to the world. We consult this style guide when writing any marketing, promotional or business-oriented materials.

SAS Style Guide for Diversity and Inclusion

Use these suggested guidelines when writing for an inclusive audience. The Inclusive language is free of words, phrases or tones that reflect prejudiced, stereotyped or discriminatory views about a group of people.

Marketing Lexicon

A brief guide to how we use marketing terminology internally. Make sure we’re all speaking the same language!