Get started using these 3 quick tips and trusted ToV resources

Can you imagine how insanely dull life would be if everything we read sounded the same? If every leaflet, article, advert or book had

• the same rhythm
• used similar language and words
• was written in the same formulaic way.

Thankfully, this isn’t the case. And similar to spoken language, where we get to hear different accents, dialects and languages, the written word has the power to present messages in a variety of ways. In the world of copy and marketing, decisions about how a message is written and presented is called Tone of Voice work.

By introducing you to the basics of ToV for your small business, you’ll be able to better understand:

• what ToV is
• how your business benefits from having a ToV.

I’ll also share three quick tips so you can start working on your own ToV guide, as well as give you some links to resources that I think are worth you time. (And in some cases, money.)

What is tone of voice?

Tone of voice is how a message is communicated. The words, rhythm and pace all influence tone. And when you play around with these things it’s possible to communicate the same message in many different ways.

Let me give you a really simple example.

Cast your mind back to the pandemic and when (finally) lockdowns were lifting. Welcome back messages became a stock-standard B2C communication. And for our purposes, they clearly demonstrate how differently a single message can be presented.

Each sentence has the same sentiment. But by changing a few words, some of the punctuation, and sentence length, the tone changes completely. As does how we feel when we read it.

The Neilsen Norman Group (NNG), a company that specialises in user experience, have identified four dimensions of tone of voice. These are:

1. Funny vs serious
2. Formal vs casual
3. Respectful vs irreverent
4. Enthusiastic vs matter-of-fact.

NNG argues that all copy fits into one of these four groups. Test this by looking at the marketing comms you come into contact with over the next few days. My prediction: the vast majority fit comfortably into one of those categories. But is four really enough? Some copywriters who (for lack of a better word) specialise in ToV argue that four groups aren’t enough and that voice requires a sliding scale.

Frameworks that help define voice

Different writers use different methods to help clients arrive at their desired ToV. I’ll share some of mine in a moment, but let’s look at how two leading ToV copywriters do it.

Nick Parker’s 11 Primary Voices

Nick Parker is the founder of That Explains Things, an agency with a heavy focus on helping brands and businesses find their voice and tell their story. Nick says there are 11 primary voices ranging from playful child through to purposeful. He argues that every brand uses one of these voices, or blends a couple of them together. Each voice has its own symbol and definition that demonstrates the style, creating a mental model so writers and businesses can ‘work with and create more distinctive tones of voice.’

Justin Blackman’s WTF framework

Justin runs Pretty Fly Copy and has developed the WTF framework, which stands for Words, Tone and Frequency and says that each of these pillars work on a scale. His system takes an analytical approach, using tools and software to dissect the language used by a business, its staff and its clients.

I’m simplifying here, but from these results he creates a guide that outlines exactly what WTF approach all the comms people should take. It brings consistency and clarity.

Listen to this podcast to get more of a feel for how Justin creates his Brand Ventriloquist guides.

The right tone of voice helps your company

Working on tone of voice isn’t a fluffy branding exercise. Getting it right will have an impact on your business because it…

Makes your business memorable

Customers shop around before they commit to buying, downloading, or signing up for anything. Before they get to your site, they’ll have clicked through dozens of others pushing something similar. A clear ToV that’s unlike your competitors may be your differentiator. It will help your customer remember you.

Keeps you consistent

A single business might commission several writers to get all the content they need for the various platforms they market on. The ToV document makes sure everyone’s on the same page, which keeps the company’s messaging and how they say it, consistent. And consistency brings its own benefits: trust, familiarity, manages expectations.

Imagine how disconcerting it would be to click on a business’ website and it’s all japes and LOLs, then in their email marketing it’s polite and formal. You wouldn’t know if you were coming or going and you’d be within your right to question how genuine the company is.

Top tip: Ensure consistency by starting a copy house style guide. This document outlines brand voice and lets every writer know what your preferred language and style choices are.

Connects with your audience

The right TOV speaks to the right audience, which helps you connect with the people that matter. By writing in a tone that appeals to them — or even mimics they way they speak — you’re more likely to keep them engaged.

3 Quick tips for defining your brand’s tone of voice

With the groundwork done, it’s time to crack on with defining your own ToV guide.

Hopefully, you’ve already looked into what Nick and Justin have to offer, but if you’d like to handle some of this work yourself, here are some good methods to get you started.

1. Listen to your audience. A big part of why your business exists is to please your ideal client. And if imitation is a form of flattery, you should listen carefully to how your ideal clients talk and incorporate elements of that in your brand voice.

2. Make it chime with your values and missions. TOV amplifies your brand values and missions. Look at your company’s values, what you’re trying to achieve and how you’re doing that. What adjectives spring to mind as you read through those? Make sure those words are used in your marketing comms.

3. Check what competitors are doing. Being aware of how your competitors sound will provide inspiration for how you can do it differently. It also gives you the chance to evaluate what you think they communicate well and how they’ve done this. Is it the rhythm, the words? You can then adapt their approach to make it your own. (I do not condone outright copycatting or plagiarism. There is always a way to put your own spin on things.) Spend time reading through the copy on their site, any emails they send and what they’re saying on their social media.

Tone of voice work takes time. Don’t rush it. And once you get going, keep in mind that this is a living document, meaning your ToV will likely change over time. Just as we change how we speak and sound as we grow up and experience life, your company ToV will do the same.

The payoff? Once you have this document in place, writing your marketing copy gets that bit easier. All you gotta do is follow the guidelines.

Want more help with ToV and conversational copy?

If you enjoyed this article but want more, more, more then get listening to Vikki Ross on the Hot Copy Podcast. Vikki is a UK-based copywriter with over 20 years’ experience and specialises in branding and TOV.

The episode is called Writing Conversational Copy which might not strike you as being about TOV. But as Vikki explains, all copy should be a conversation between brand and audience. How that conversation sounds and how it takes place depends on who you’re talking to. For example, “the conversation could be more Aunt in the living room than mates down the pub.” I really love that way of putting it.

As you’re already here, then let me also point you in the direction of more of my own articles related to tone of voice and marketing.

The barstool test

Putting your personality into your copy

Writing with empathy