Don’t use that tone!
How tone of voice maximises engagement
When writing content, a consistent tone of voice is critical. Ask yourself, who are you writing for? How do you want your audience to perceive you? Are you sending mixed messages? Finding and sticking to the most suitable tone of voice across all company content is key for strong messaging.
Why is tone of voice so important?
Yes, consistent branding and engaging topics are crucial ingredients for blogs, websites, social media and promotional literature, but without the most appropriate tone of voice for your business, your messaging can lack clarity and impact.
Business content doesn’t have to be serious!
A common mistake is to assume that all business content should be corporate in tone, because business is serious… business!
If you offer a professional service that requires content to be “dry” and informative, then humour and witticisms are clearly not appropriate. But for many businesses a corporate tone doesn’t connect with a target audience.
Tone of voice as a sales tool
Using the most suitable tone of voice can open an astonishing number of doors that would otherwise remain tightly shut. Tone of voice humanises your business to attract your ideal potential clients. Using your tone of voice to make your offering believable also builds trust which is essential for sales.
Tone of voice as a powerful sales tool is perfectly demonstrated in the content found on the Innocent Drinks© website, blogs, product descriptions and packaging. Pioneers of ‘wackaging’, Innocent Drinks’© content is written in an informal, funny, conversational tone. The message is consistent across all content – we are a fun business that is serious about its products. The relationship with the consumer builds through the consistency of their branding, which encourages interaction on social media and other platforms.
On the flip side, a humorous, quirky approach would not be appropriate when promoting high end products, for which the tone of voice should reflect tantalising exclusivity.
Confusing messages
An inconsistent tone of voice results in confusing messages, leaving the consumer unclear about what kind of business they are dealing with.
Take this as an example:
XYZ provides a one-stop-shop solution for accountancy services, payroll and tax advice. “We offer a bespoke service across all business sectors, with an unrivalled client focus. We’d love to have a cuppa and chat about about what you’re after. Drop us an email…”
Corporate and chatty don’t mix, but independently for appropriate businesses, they can have an equally positive impact. It can be argued that the only time a company should use different tones of voice across their business is if they have strikingly different brands under one umbrella.
Things to remember about tone of voice:
• Use the appropriate tone of voice for your business
• Be consistent across all company activity
• Tone of voice is relevant to internal as well as external communications
• Your company personality is determined by your tone of voice
• Use your tone of voice to build trust
• Engage, empathise and inform – your tone of voice will help you create these essential elements of content
Get in touch
Contact Paula Ludley if you’d like help with finding your tone of voice, or for more information about copywriting services.