What is tone of voice in copywriting?

Picture the scene. You’re settled on a comfy sofa, cuppa in one hand, your copywriter opposite. You’re having a lovely chat about your business and where you want to go with it. But then…

“What’s your tone of voice?”

Eh? You what? Why do you need to know that?

It’s a common question and your copywriter needs to know the answer.

So, here’s what you should know to be prepared…


What is tone of voice?

In a nutshell, tone of voice is how you sound. It conveys your attitude towards your subject and will attract or repel people depending on the mood you project.

You won’t normally think about it when speaking – it just happens. I’m feeling nervous, so I sound nervous (with a high-pitched, stilted sound). I’m feeling confident, so I sound confident (with an even, medium-pitched voice). Your tone naturally expresses your emotions and helps you build relationships with people. It communicates your personality.

Your written tone of voice is simply your businesses personality expressed through your copy. It can be the same as your own personality if you’re the only one in your business. But you may need to create something different (see section below – how do I get my tone of voice right?).


Why does my copywriter need to know my tone of voice?

So, they can get you the right clients.

If you get the right tone of voice the right people will want to read your words. And you’ll be able to control who’s interested by targeting the right audience. Your prospects will feel what you want them to feel, then buy or want more information based on that feeling. Remember, emotions sell.

But you must get your tone right. You can’t use body language or facial expressions in writing, so the words are key.


How do I get my tone of voice right?

If you don’t know your tone of voice, here’s what you can do…

Think of your business as a person (easy if it’s just you) and ask yourself what would they be like? Then think who your target audience is and how you (or your business persona) would speak to them face-to-face.

How would you describe your product or service to them? How would you sound as a person? Would it be like an informal chat over coffee or a more formal meeting? Are you humourous or more serious?

Where would you place your tone on a spectrum of styles like these:

tone of voice

And if you’re still not sure whether you’ve got the tone right, get your copywriter to send you a few draft paragraphs and read them out loud. Imagine you’re reading to your client down the phone or face-to-face. If it sounds right – great. If not – talk to your copywriter and they’ll help you sort it out.

Having the right tone of voice really is essential in creating the best copy.

If you’d like some help with your copywriting? Please get in touch.

By | 2020-11-02T10:37:01+00:00 December 2nd, 2019|Copywriting, Copywriting tips|0 Comments

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