As with any kind of communication, when you’re talking to your customers, your tone of voice matters. If you don’t have the right tone in marketing writing, it’s harder to get the message across to your audience and create an authentic connection. By understanding the different types of tone of voice and which best suits your brand, you can craft an identity that resonates with customers.
Types of Tone of Voice in Marketing Writing
Voice is essentially the larger personality behind your brand, and the tone is the attitude through which information is conveyed. In many cases, it’s easy to adopt a voice and tone that’s in keeping with your personality, especially if you’re the face of a chiropractic practice or any other kind of business. And while this helps ensure authenticity and consistency, it’s also important that you identify your target audience and learn what resonates with them.
When it comes to marketing writing, your two primary tones are formal and informal. It’s often best to strike some balance between the two. You want to come across as knowledgeable and authoritative without being stuffy but without being too casual. Sometimes, however, it’s better to err toward one more than the other—say when you’re writing a blog on something more serious or responding to a negative review. That’s where having a strong voice can come in handy—it can be the throughline that keeps your branding consistent.
Your brand voice will ultimately be shaped by things like how you write and what words you use (and don’t use). While tone can vary, it can be a consistent part of your voice if you know who your audience is and how you want to come across to them. Generally, tone of voice can break several different directions depending on what you’re trying to get across. Some examples include:
- Authoritative. This is always a good one if you’re trying to show that your expertise can be trusted. Plus, authority can help you score points with Google.
- Informative. This tone plays into authoritativeness and can help if you’re trying to share the value proposition of your products and services.
- Conversational. Writing in a way that makes it seem as if you’re talking to a friend rather than a patient can help you come across as relatable and down-to-earth.
- Funny. Keeping things light and throwing in an occasional joke can help you come across as more personable in the right circumstances.
- Optimistic. The world is negative enough as it is. Light and upbeat writing demonstrates a positive attitude that may help give people hope.
Find Your Brand’s Tone of Voice With Page One Digital
If you’re looking to build your brand’s voice and tone, Page One Digital is here to help. Our team of experts is ready to work with you to find ways to let your personality shine through in blogs, on social media, and across your digital advertising campaigns. Contact us for your free evaluation, and let’s work together to find your voice.
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