Why it’s important to have a consistent voice
The way you speak to your online audience is more important
than you might think, and if you’re a small or fledgling business, getting your
tone of voice right can be the difference of success or failure.
Tone of voice is not just about what you say, but the way
that you say it. Some companies choose to have a casual, chatty tone, while
others might find it more appropriate to be a bit more formal and serious. It
really depends on the type of business, and the overall image you want to give.
How to find your tone of voice
In order to define the tone of voice for your brand, it’s
useful to know who your audience is, because every word you write will need to
resonate with them. If your audience is students, having a serious, stuffy tone
of voice will turn them off. In order to engage, you need to speak their
language, and that means finding a tone of voice which is vibrant, youthful,
and can be easily understood by them.
Likewise, if you’re marketing something more serious, like financial
advice, or health plans, your audience will expect a more serious tone, in
order to be able to gain trust in you.
Think about how the people you want to appeal to talk to
each other – research and adapt the language they use.
Differences in tone of voice – a comparison
In order to define and develop your tone of voice, look at these
examples:
Formal vs Casual
Formal gives your audience a sense of professionalism and
authority, although can lack personality and seem ‘cold’ and unfriendly.
Adopting a casual tone feels more friendly and youthful,
although for some industries, might give an impression that the company’s
expertise is lacking.
Funny vs Serious
Having fun with the voice you use can be useful in that you
are more likely to be shared on social media, although don’t take it too far!
Taking a more serious tone gives a feeling of credibility and trust.
Enthusiastic vs matter-of-fact
If you come across as being enthusiastic through your tone
of voice, you’re giving your audience a sense that you’re backing a brand to
get excited about. You sound like someone who is friendly and willing to help.
By having a more matter-of-fact tone, you sound sincere and
honest, and using a simple, down to earth language puts the reader at ease.
If in doubt, research
If you’re really not sure which tone of voice you should
adopt for your business, check out the competition. What are they doing? What
sort of people are they attracting? Don’t copy, but there’s no harm in taking
their lead.
Another useful tip as to create an avatar. That’s a character,
your Ideal Customer. They don’t have to be real, but write down who they are
(give them a name, if you like), their age, their like and dislikes, who they
talk to, how they speak. Have this avatar in mind every time you create content
for your business.