Tips, news and views from Green Light Copywriting

How to develop your copywriting tone of voice 4 April 2024

Copywriting tone of voice is one of those things that seems straightforward, yet when it comes to creating your own, it really isn’t. I know because that’s what I’ve heard many business-owners say over the years.

Tone of voice is both very simple and very complex. It is the unique way in which your business communicates with the world. Simple, right? But it needs to speak with immediacy and authenticity while also targeting your ideal audience and reflecting your business values. Not so simple, after all. But very much worth the effort.

Done right, your tone of voice can help to inform your marketing process, providing a focal point for your copywriting approach. Because in a crowded world, finding your own voice can help people find you.

A key content trend I’ve noticed over the last couple of years is organisations looking to update their tone of voice. Many of them want to make the leap from a formal or neutral voice to a livelier and more direct tone. I think this is a good sign, as long as the tone matches the audience. It will be interesting to see how this evolves in the future.

Reflect on your business

A key focus when starting to develop your tone of voice is to think about how to ensure that it reflects you and your business. One of the biggest worries the owner of a networking group had when we started working together was how I would be able to stay true to her personality. We successfully honed a tone of voice that spoke directly for her in her blog, keeping it consistent with her character. So much so that many people didn’t even know she worked with a copywriter! While some companies prefer a detached, formal style, others trade more on their individuality. The important thing is to explore and uncover a tone of voice which feels natural for you and your business.

Turn it around

It’s a fact that the way we present information has a big impact on the message that is received. But don’t just go for the obvious option. Take a more creative approach. When people ask me about communicating about their business – through web copywriting or in newsletters or brochures, I suggest they get a little topsy-turvy. On one side you have your business activities and services: what you could see as ‘the core’. On the other side is the good stuff for your business communications – the benefits, the selling points, the special something. It’s all too easy to view and communicate your business from the first perspective, but your tone of voice needs to get your customers seeing the other benefits-rich side too. Your chosen tone of voice needs to communicate specifically how your business can help people, not simply what it does.

Find your match

A key aspect about copywriting tone of voice is to ensure that the messages and the language match. Check whether the tone you use is speaking to the right people. Is humour appropriate? Are you aiming at busy types who need to get the message fast? Your tone of voice should be crafted around each type of audience. Consider whether your voice needs to be urgent, chatty, casual, calm, serious… But be sure to stay relevant to your brand at the same time.

Be careful with quirky

An enduring misconception about tone of voice is that it is purely about making content more quirky. But quirky or cute doesn’t fit every company. It’s sad that the “quirky myth” has led to the rise of many brands sounding all too similar. If you find your tone of voice defaulting to quirky, be prepared to question why and adapt it if necessary.

Find the nuances

I’ve written before about how many companies use the descriptor “punchy” as shorthand for their desired tone of voice. It’s a start but there’s so much more to think about if you want to achieve a truly individual content personality. So, instead of simply going for punchy, aim to understand why you want sharper content in the first place and exactly what form that could take. Just clearer, more concise language – or a type of pointed humour? Using punchy as a quick shortcut to a copywriting tone of voice creates another risk. It can lead to companies sounding similar. So, as with the “quirky trap”, if you feel as if you’re defaulting to punchy, ask why and aim to refresh your strategy.

Use humour with care

People often equate humour with a distinctive tone of voice. And there’s no doubt that making your audience smile is a powerful way to create content with more value. Work in a little humour and you can often create a more inviting statement about your products or services. However, while humour can be effective it’s not always appropriate. A good tone of voice is one that is closely aligned with where your audience is at, emotionally and practically. Start with that as your baseline rather than assuming that a humorous style will always be the right choice.

Uncover the meaning

Developing your copywriting tone of voice means drilling down into how your message will translate to the other person. So, always ask yourself if what you’re writing really communicates what you intend. Is it so vivid in your mind that you assume it will instantly be understood? Or is there a risk of using ambiguous or bland language which simply doesn’t mean anything to the very people you want it to appeal to? When starting out, be very clear about what you want to say and how your chosen audience is likely to receive it.

Be more than just professional

Alongside “punchy”, professional is one of the most commonly used adjectives I’ve heard in requests about copywriting tone of voice. Yes, a professional and authoritative tone is important but don’t let that stop you from lightening up a little. It could prove surprisingly powerful. So many companies try writing with the straitjacket of professionalism on, even when their particular industry or audience is open to something a bit bolder. Have fun trying out a more unusual tone of voice, instead of bland and neutral. Just one example of this is the client of mine who asked me to create a sarcastic tone of voice for their website and brochures – a strategy that proved very successful for them. So, go on, relax and try something a little different. You may be surprised at the impact!

Prioritise personality

Bland isn’t memorable. I’m always fascinated by the number of companies that put so much work into creating content but still have a tone of voice which fails to reflect their personality. It all starts with personality, the sense that you’re having a conversation with a brand. In contrast, a bland tone of voice is a clue that a business doesn’t recognise its own unique offering. The other possibility is that there is a disconnect between the company’s brand and content. Whatever the cause, it’s a lost opportunity to connect with people in a more authentic way. Bland presents the business as just another generic company. And that’s a fast-track route to losing out on the power of being memorable.

Differentiate yourself

Could your tone of voice be warm and light-hearted where others in your industry sound formal and detached? Can it more closely echo the style and priorities of your ideal customer? Your copywriting tone could be essential to voicing the added value that you offer. I developed a content tone of voice for a client in an industry traditionally associated with fear-mongering and negative stories in the press. We made a conscious decision to steer his content style away from the fear factor, yielding great results.

What’s your tone of voice?

Finding just the right tone of voice is a critical aspect of the copywriting process. It might take a little time to identify. It might even prove easier to work with a copywriter to help you find it. But once you do get there, you should be pleasantly surprised about how beneficial it is to your marketing strategy. So, be bold, be curious and get writing! And if you’d like to chat more about tone of voice or any other aspect of copywriting, drop me a line.