Why Tone is Important in Marketing
Tone of voice isn't just about what you say; it's about how you say it – and it makes all the difference in marketing.
Tone of voice isn't just about what you say; it's about how you say it – and it makes all the difference in marketing. Think of it as your brand's personality coming through in your words. It's not just about stringing together fancy words; it's about making your audience feel a certain way, understand your message clearly, and connect with your brand personally.
Photo by Keagan Henman on Unsplash
Imagine you're chatting with your mom. You naturally adjust your tone based on the person, right? That's because you want your message to land just right. In marketing, it's the same deal. Your tone can make your audience feel at ease, excited, inspired, or even ready to take action. It's all about finding that sweet spot where your message resonates with your audience's emotions and values.
Why is tone so essential?
Well, first off, it sets you apart. In a sea of competitors, your unique tone of voice can be the beacon that guides customers to your shore. It's like your brand's fingerprint – no one else has quite the same one. Secondly, it builds trust. When your tone is consistent, authentic, and relatable, people start to feel like they know your brand, like a friend. That familiarity nourishes trust, and trust is golden in our world.
Lastly, it boosts engagement. A well-crafted tone can turn a bland message into something memorable, shareable and engaging. It's the difference between a message that gets scrolled past and one that gets liked, shared and commented on.
Here are some key points about tone to remember when you write your next marketing piece:
1. Know Your Audience: You've got to know who you're talking to. What do they like? What do they care about? Understanding your audience allows you to tailor your tone to resonate with them deeper.
Pro tip: During discovery interviews with stakeholders, we pay careful attention to the words they use when describing products, services, and client brands to capture data points and a feel for the tone that resonates with them.
2. Create a Style Guide: Develop a comprehensive style guide that outlines your tone of voice, language preferences, and grammatical considerations. This guide should be the go-to resource for anyone creating content for your brand, ensuring consistency across all platforms and materials.
Pro tip: The tone you choose to use is important, but also consider what it's not. Describing what it's not is helpful when communicating the tone to be used throughout the organization.
3. Consistency is Key: Your tone should be consistent across all platforms and pieces of content. This doesn't mean being monotonous; it means maintaining a recognizable voice that your audience can come to know and trust, whether they're reading your LinkedIn post, watching your ad, or browsing your website.
4. Read Aloud: Reading your text out loud is a fantastic way to catch shifts in tone. You'll be able to hear when something doesn't sound quite right or when the flow gets disrupted, allowing you to adjust accordingly.
5. Reuse Approved Vocabulary: Stick to a set of terminology that aligns with your brand voice. Consistent use of language and phrases helps reinforce your tone and makes your content more recognizable to your audience. It's not forever, either. Check-in with your guidelines as products, company and audiences evolve.
6. Adjust According to Feedback: Pay attention to how your audience responds to different pieces of content. Feedback, whether direct or in the form of engagement metrics, can guide you in fine-tuning your tone to better connect with your audience.
7. Practice Empathy: Put yourself in your audience's shoes. Considering their perspective can help you maintain a tone that's empathetic, engaging, and tailored to their needs and emotions.
Essentially, the right tone of voice can make your messages not just heard but felt and remembered. So, take the time to find your tone, and watch your brand's personality shine through in every word you share.
We’d love to hear your stories about how changing the tone of your collateral made a difference in your results. Leave us a message.