How to choose for the right mood 21 January 2010
Mood is not the most concrete of subjects. Yet it is crucial in creating results in writing. After all, most of us respond to atmosphere – positive or negative. Your choice of language sets the mood of your copy, with the potential to shut people off or draw them in. Here’s an example from a recent website rewrite:
Before
We will always keep you fully updated to the progress of your fulfilment project.
After
We’ll keep you up to date with how your project is going.
The first is more distant and formal, while the second is more direct and personal. A very different tone. But what may work well in one context could be out of place in another. The point is that it needs to work for your audience. No more, no less. What’s the mood you choose to create in your copy – muzak or something more appealing?
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
