You can have the best product, the flashiest website or the slickest campaign, but if your tone of voice is off, none of it matters. Why?...
Because tone of voice is what connects you to your audience. It’s what makes them think, “This brand gets me,” or, “Hey, this company sounds like an actual human being and not a robot.” And trust me, if you’re not nailing this, you’re leaving money on the table.
So, let’s talk about why tone of voice is critical in copywriting and content, and, more importantly, how you can define and execute one that works.
Why Tone Of Voice Matters
Think about the brands you genuinely like, the ones whose emails you open or whose posts you double-tap without thinking. What do they all have in common? Consistency and personality. That’s tone of voice. It’s how a brand’s personality comes across in words. It’s the key to:
Standing Out
In a world where your competitors are one Google search away, tone is what makes people remember you. It’s your differentiator.
Building Trust
A consistent voice shows you’re reliable and legitimate. No one trusts a brand that feels like it’s trying on a different personality every week.
Connecting Emotionally
People buy based on emotions, not logic. Your tone of voice is how you tap into those emotions.
Bottom line? Tone of voice isn’t just a “nice to have.” It’s what makes your copy hit differently.
Define Your Brand’s Tone Of Voice In 5 Simple Steps
"How do I figure out what our TOV is?” Good question. Here’s how:
Know Your Audience
Who are you talking to? Your tone needs to resonate with your ideal customer. Are they professionals, parents, fitness fanatics or techies? Speak their language.
Identify Your Values
What does your brand stand for? Are you bold and disruptive or friendly and approachable? Your tone should reflect your values.
Look at Competitors
What’s the vibe in your industry? You don’t want to copy anyone, but you also don’t want to sound like you’re from another planet.
Decide on Key Traits
Choose 3-5 words that describe your brand’s personality. For example, you might be confident, witty and direct, or calm, helpful and professional.
Create Guidelines
Write down specific examples of how your tone comes across in different formats. How do you write emails vs. Instagram captions? What words or phrases do you avoid? This ensures consistency, whether it’s you or someone else writing the copy.
Executing Your Tone Of Voice
It’s not enough to know your tone of voice. You’ve got to live it in every single piece of content you put out. Here’s how:
Be Consistent
Every word, from your website, emails or social media posts, needs to sound like it’s coming from the same person. Your audience shouldn’t feel like they’re talking to Jekyll and Hyde.
Adapt to the Platform
While your tone should stay consistent, tweak your approach based on where you’re showing up. Your LinkedIn post might be more formal than your TikTok videos, but both should feel “you.”
Train Your Team
If you have others writing for your brand, make sure they’re on the same page. Share your tone of voice guidelines and give them examples to follow. Everyone should have the same vibe, whether it’s the CEO or the newest recruit.
Test Tone Early Doors
Are you receiving the type of engagement you want? Do people comment on your posts in the same tone? If not, tweak it. If your insta posts are full of slang and innuendos and your comments have people writing full sentences and using words you’ve only heard your Nan use, you may be missing the mark.
The Power Of Tone In Action
Let me give you an example. Imagine you’re a fitness coach that's targeting the "Average Joe" who works Monday to Friday, 9-5. You’ve got two ways to promote your program:
Generic Tone
“Sign up for my 12-week fitness program. It’s effective and will help you get in shape.”
Defined Tone
“Did you make a New Year’s resolution to get in shape, but it's already fallen by the wayside? Already lost motivation or is life just getting in the way? If so, It's likely your plan isn't working for you. That’s why I’ve created a 12-week program that will get you looking and feeling great in just 4 workouts a week, all under 45 minutes. And guess what, it costs less than a trip to Tesco!”
See the difference? The first one could be by anyone, being sent to anyone. The second one has personality, and it speaks directly to the kind of person you want to work with.
Wrapping It Up
Your tone of voice is the secret sauce that makes your copy stand out. It’s what connects you to your audience, builds trust, and gets people to take action. So, if you haven’t defined your tone yet, what are you waiting for? Get clear on who you are, what you stand for, and how you want to sound. Then, make sure every word you write feels like it’s coming from the same place.
Remember: Consistency and personality win every time. Now go make your brand sound as good as it looks!
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