Tone of voice incorporates not only the words that are said, but their order, rhythm and pace. However, in the business world the phrase ‘tone of voice’ refers to the written word.
A company’s voice should be consistent throughout all written copy and marketing materials produced, including its website, social media messages, email, direct mailers etc.
1. It’s an expression of the people behind the brand
Tone of voice highlights how it is not just about what a company does, but who it is that makes it a brand. It should embody and express the brand’s personality and its core values across all marketing/media platforms. Think about your audience; if corporate, your written content will no doubt be serious and informative – yet if a quirky retail brand, it will be more relaxed and friendly.
2. It sets you apart from the rest
A brand’s tone of voice can help you to set you apart from the rest of your competitors out there. It needs to be distinctive, recognisable and unique in order to accomplish this. Look at your own written content and think: ‘What’s different/unique about us?’
3. It builds trust
There is a strong link between tone of voice, familiarity and trust. Something familiar requires little effort to process mentally as people feel more at ease around it and are comfortable with the way the brand communicates with them.
A company must be consistent in its use of language so that its writing becomes familiar and therefore trustworthy to the customer. The customer is more likely to use your company if they are familiar and comfortable with your brand.
4. It can be used to influence and persuade
People might not always remember what you said but they will always remember how you made them feel, this is down to tone of voice and language used when communicating with them. It is often the way something is said that induces a certain feeling.
Therefore, tone of voice can be used to influence decisions and persuade within content marketing.
