So you’re copywriting an article, a webpage, a blog or even a tweet. What difference does your tone of voice make? Well as it turns out, quite a lot. In fact a 2011 study by Motista found that customers who felt emotionally connected to a brand were a whopping four times more likely to purchase from that brand than one they were merely ‘satisfied with’. Four times! That’s the kind of business we could all do with. So why is it so important?
Tone of voice hits your customers in the gut
The thing about tone of voice is that it sneaks into the subconscious and determines how your target audience feels about the message that’s being delivered. And how they’ll react, of course. That’s because human beings are instinctive creatures. We tend to make decisions with our gut instincts and find a logic that fits afterwards. All of us are influenced, not just by the message, but the messenger and the way they deliver the message.
Your brand tone of voice has to work across all media
There have never been more ways to communicate with customers. Each of them has their own etiquette and limitations, but it’s never been more important that your brand communications remain consistent − from customer emails, through web pages, adverts and even tweets to individual customers. That means your style guide needs to cover every form of communication you use.
“Customers don’t complain about language they don’t like, so it isn’t obvious if your tone of voice is putting them off – but they will vote with their feet.”
A brand that fails to do this, risks coming across as inconsistent, or even fake or unreliable. That’s why ‘switched on’ companies go to extraordinary lengths to ensure that every aspect of their language contains their brand personality. For instance, insurance giant LV= even rewrote their policy documents to reflect their emphasis on clear, easy-to-understand language.
Why liking a brand’s personality is as important as liking its products
We like to do business with people we like. We support people whose values we trust. Brands without a distinctive and appropriate tone of voice fail to emotionally engage their customers. They simply don’t have a personality. They fail to communicate their values. And that’s a huge failing in an age where customers are asking not ‘what is your brand?’ but ‘who is your brand?’
The right tone of voice gives your brand four distinct advantages
Brands with a distinctive tone of voice:
- are more easily recognisable
- find it easier to stand out from their competitors
- make more emotional connections with their target audiences
- ensure their brand values are stamped across every brand communication they make.
Brands with a quirky tone of voice can even use it to generate new angles for press releases, funny tweets that go viral, or ways to piggyback on trending topics. So before you start writing copy, make sure your tone of voice is finely tuned, and that every one of your employees understands how to employ it appropriately.
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