How to use the tone of voice to get good results from your web copywriting strategy?
But above all, what are we talking about? Here are definitions and insights.
Sometimes I’ve already talked about how to find the tone of voice. I resume the definition: for tone of voice we simply mean the expressive tone, the way in which you decide to communicate through (in this case) the online writing .
You can be friendly, cold, institutional, detached, authoritative, reader’s friend. It depends on the target, depending on your goal. In the world of web writing , tone of voice is important because it allows you to shape your personality.
On doing blogging I dedicated a paragraph to this topic. But the question is always the same: how to find the tone of voice? There is a detail that makes the difference and a strategy to find the tone of voice to be included in the copy strategy.
What is the tone of voice (TOV): definition
The topics of the post
- What is the tone of voice (TOV): definition
- How to find the tone of voice: an example
- Types of tone of voice in marketing
- Why find a corporate tone of voice
- Your experience with the tone of voice
The tone of voice is how you decided to communicate your personality, but also the product or service you offer.
You can decide to present yourself with a calm and peaceful tone of voice , or maybe aggressive: it is part of your being brand and of the relative communication of values that you have decided to put into practice. The tone of voice creates difference and personality, you distinguish yourself from others and make people recognize your stamp miles away. A good use of this element in the world of copywriting can work wonders. But how is it located?
To read: how to write a persuasive text
How to find the tone of voice: an example
Making the right questions is decisive. You must aim at the knowledge of the brand . To find the tone of voice you need to know your brand , or at least the brand you are taking care of. Only in this way can you optimize communication. And only in this way can you make the most out of the tone of voice. Buffer Blog recommends this:
[perfectpullquote align = “full” bordertop = “false” cite = “” link = “” color = “” class = “” size = “”] Find the adjectives that best describe your brand. [/ Perfectpullquote]
Find the best adjective and you have the tone of voice. Or you have an important clue anyway. You can continue the search by exploring the 3 Cs proposed by MarketingLand :
To find the tone of voice, you need to focus on corporate culture. You must know the personality, the secrets, the strengths and weaknesses. You have to learn everything .
But above all, you must assimilate the values. What he wants, what is his purpose. What he wants to communicate. Unable to define a tone of voice without this point.
With a tone of voice you can interact in the best possible way with the community. So the idea is this: listen to the community first, listen first what people want to reach. What they say and how they say it. Discover the problems and concerns of the target, learn to speak the language of the niche.
How to complete this process? How to discover all the details of the community and reach the target without undermining all your efforts?
With the conversation. Not with direct sales, not with propaganda slogans and sales in style: you have to converse with people. You observed the brand , you watched the community, now you just have to come into play.
In this scheme you find a good example to find and schematize the tone of voice. You define it in the section above and in the three boxes indicate how it should be, how it should not be and why you decided to work this way.
Types of tone of voice in marketing
Finding the tone of voice is not impossible. You only need time to gain experience , to understand that in reality everything is based on a careful listening of what surrounds you. And a profound knowledge of what you are, what you want.
To define these points, this scheme can be useful: the tone of voice is divided into language, purpose, tone and character. For each section there are positive and negative examples on how to articulate the tone of voice materially. A breeze. Obviously you must contextualize and report everything in relation to your specific case.
Why find a corporate tone of voice
The reason is clear: to have a unique, defined identity. To make you recognize and have shared values that are a reference in time. And also to eliminate all that bureaucratic and corporate offense that haunts online and offline writing.
And then there’s a practical aspect: you have a single tone of voice that can be followed by several authors. Although there are several web writers to action, with the documentation of the tone of voice available you can bring all of them together in one style.