Review of "Voice and Tone Strategy: Connecting with People through Content by John Caldwell," Caldwell, J. (2020). <i>Voice and Tone Strategy: Connecting with People through Content.</i> Laguna Hills, CA: XML Press.

Voice and Tone Strategy: Connecting with People through Content by John Caldwell is an addition to The Content Wrangler series from XML Press, published in 2020. The primary goal of Caldwell's work is to give readers a straightforward and applicable content development process—the Vertical Voice and Tone Framework (p.10)—and subsequent implementation. In the book, Caldwell centers an argument for authentic connections with users through a value-centered approach to design, drawing from his experience in the industry as a strategic developer in brand voices for well-known companies such as TurboTax and QuickBooks. Caldwell's four key concepts, framed as "building blocks," support the Vertical Voice and Tone Framework, which is a goal-driven, four-part framework that aims to create an improved or new voice and tone strategy for individuals or brands looking to revisit what it means to connect with an audience in their professional practice.