Writing beautiful text is a helpful way to get clients, but it’s not just about using interesting language or popular keywords. A company’s tone sends a message about the institution’s identity and conveys a sense of purpose.
Unlike a company’s voice, which is its underlying personality, the tone creates a specific feeling in the audience. A tone brings the company to life with powerful emotion. Customers can associate the company with their tone, and over time, know to turn to them for help based on that emotional experience.
So, how can you create a tone that represents your company over time? allowing customers to get to know you and rely on you? How can you create a consistent and captivating tone? How can you ensure that your internal writing team and any writers that you outsource content to use the same tone? Here are some actionable tips to help you do just that.
Step 1: Ask “Who Am I?”
Often, the marketing department within an organisation deals with branding, with the question of “Who am I?” Within this division, research is generated and company identity is formed. However, it can be useful to step outside of that box and ask the question again in a simple, straightforward way. Review your company’s mission statement and try to break down the company identity anew. Ask yourself:
- Which adjectives best describe the company?
- In just a few words or phrases, what is the company’s essence?
- What are the company’s core values?
- What ideas, events, products, or innovations does the company bring to the world?
Keep the answers to those questions in front of you while you write.
Step 2: Survey the Past
To plan the future, it’s useful to see the past. Select some of your recent communication and review the collection for its use of tone. You might check out your recent blogs, articles, ads, social media, email blasts, and any other communication. If you haven’t had a consistent tone so far, then the group of material you’re looking at could reveal a lot of diversity. Nonetheless, try to match up what the texts have in common.
- Are there any consistent themes, ideas, words, or emotions used throughout the communication?
- With which emotions does the company express itself? (Optimistic, caring, helpful, courageous, daring, brave?)
- How do the texts make the audience feel?
Note the similarities down and refer to them alongside your answer to Step 1. You might find patterns you wish to avoid as well as those which are productive.
Step 3: Plan the Future
Once you have assessed the language you have been using with Steps 1 and Step 2, it’s time to identify the aspects that successfully express your tone. Since tone will vary according to the day or event, create a diverse list of expressions and styles. Open an excel document and plot out specific guidelines that all of your future communication should have in common. Examples may include:
- Never using the pronoun “we.”
- Using imaginative, idealistic words.
- Including optimistic phrases.
- Incorporating positive adjectives.
- Describing the company’s future vision.
- Employing short, punchy words.
- Invoking bright or dark colors and images.
Going forward, you can refer to your tone guide whenever you generate new content. Over time, clients can come to identify your company with your chosen tone—so make sure it’s one that expresses your company. By creating a feeling that is constant and unwavering, your audience can remember you and identify you with your unique role. Therefore, think about who you are, review your past, and look forward to a well-defined future. Your words can have an immediate effect on the reader, introducing the audience to your place in their world.
Article source: Jade Bloom