In case you hadn’t noticed, I’m a firm believer in the power and value of carefully applied words. And that’s not just because I’m a copywriter, it’s because I’m a consumer as well.
If you’re like me, you probably can’t count how many times you’ve visited a business website, or read an advertisement in the newspaper, that is so poorly written it makes you laugh – or cringe.
But what I struggle with most is when a business or a website is so inconsistent in how they speak to their target market, they drive away the very people they’re trying to attract. The problem? They’re not using the right tone of voice.
Brand Tone of Voice
Brand tone of voice: sounds intimidating, but it’s one of the most valuable tools your business has. If you’ve got a fantastic product, a unique niche market, or a much-needed service to offer, none of it means a thing if you’re not attracting the right people.
Tone of voice is about how your brand speaks to your target market: are you honest and engaging? Professional or academic? Chatty and informal? Are your words clear about your intentions? Or are they confusing?
Have a look at your own website or blog now. Does your tone of voice change significantly between pages? Are you addressing the reader informally on one page, and distantly on another?
Over at Brand Quarterly, Nick Parker has written about some impressive new research from the UK’s Behavioural Insights team about the value of a brand tone of voice that is consistent and thoughtfully constructed and applied.
If you don’t have time to read the entire article (which I highly recommend), one of the key insights Parker notes from the new research is that often it’s the apparently insignificant changes – a few words here, a few there – that significantly impact a brand’s sales.
Parker says: “We so often believe that big or complex problems need big and expensive solutions. The idea that tweaking a sentence or two here and there can make such a dramatic difference hardly ever occurs to people.”
Does your business have a budget, marketing plan, business goals and more? If you don’t have a brand tone of voice manuscript to go with it, then your business is lacking a critical tool, and it will destabilise your potential success.
Creating a tone of voice that will be evident through every piece of text, every word, your business produces, means you’re now presenting your business with consistency and clarity.
You no longer sound uncertain, or insecure, or temperamental – you sound reliable, and open, and effective.
As shown in the article above, a brand’s tone of voice can generate so many unexpected and positive results for a business – and all through a relatively simple, affordable solution.
Strong writing stands for a strong business. And it doesn’t have to be dramatic. It just has to be thoughtful, well-crafted, and sincere. Developing a brand tone of voice is an easy way to make your business stand out from the crowd.
Are you a small business owner struggling to develop a brand tone of voice? Is your website inconsistent and vague? Contact me today and we can work to create a website that makes your business look professional, engaged and alert.