How important is Tone of Voice?
By tone of voice, we mean a personality that is conveyed by the words you choose and the order in which you choose to put them. Your message is one thing; your tone of voice is quite another. Ten websites could communicate exactly the same message in ten entirely different tones of voice.
So what tone of voice should you choose?
The right tone of voice is the one that best suits your personality – assuming of course that your personality is confident, knowledgeable, direct and approachable. In fact, maybe it’s better to say that the tone of voice of your copy should represent the personality of your company and/or of your brand. Different companies have different personalities and therefore often very different voices.
To give a very brief and clear example, a charity raising funds for sick children is likely to have a very serious and rather formal tone, with copy that seeks to connect and empathise rather than convey its message in a light-hearted manner. Obviously. Because there is nothing light-hearted about sick children. On the other hand, an online portal of funny news stories from around the world will be gunning for entirely the opposite tone of voice. Similarly, a funeral home will have a different tone to a fashion blog. And so on.
What’s wrong with my tone of voice as it stands?
If you can write to a professional level or if you’ve worked with professional copywriters on your site or other materials, probably nothing.
All too often, however, the personality that people have in real life does not translate when they attempt to communicate through writing. Time and time again, people who are perfectly amiable and chatty in real life turn into someone either weirdly formal or uncharacteristically blunt when they write. Why this happens is not easy to say, although it probably just comes down to the fact that lots of people just aren’t that comfortable with the written word. Which is why it’s great that copywriting companies like Auroras are here to help you come across on your site as effortlessly communicative as you are in real life.
We can help you say it better
Making sure the tone of voice of your copy is right is hugely important and makes a massive difference to how your company is perceived and how people react to it. It really makes all the difference – just as it does in real life. How many times have you been thinking of buying something in a shop but then decided against it because the assistant was as charming as a week in bed with gout? The same thing happens online, or in the context of any marketing copy. It’s very easy to put people off with the wrong tone, particularly if they’re already wavering.
Auroras Copywriting can work with you to make sure potential clients are warmed, comforted, amused, charmed and ultimately convinced by your tone of voice – if that’s what’s required. If you need something altogether more formal, we can provide that too.
Give us a call today to figure what you want to say and equally importantly, how you want to say it.
We used Auroras Copywriting on a recent project where the client required a lot of fresh original content writing for his website but he needed it delivered quickly. They were not only able to meet the exacting requirements of the client but also delivered the project on time which helped us to meet the client’s needs. The brief was quite technical however this didn’t deter Spencer’s team who researched the market and produced some compelling content that is now ranking at position one on Google for the client."
Jon Guy, Aqueous SEO
Auroras Copywriting not only produced a fantastic article exactly as I wanted it but turned it round incredibly quickly to meet the print deadline. It is a huge comfort to me to know that I can always call on Auroras Copywriting to produce such a high level of work even at short notice and he will always aim to come in on budget. I would like to thank Spencer for helping me out at a very busy time and would highly recommend the services of his team to anyone in need of professional writers."
Ben Fones, Ben Fones Photography
I recently engaged Spencer Slater of Auroras Copywriting to rewrite our website copy. Following a short initial meeting, he very quickly produced rewritten copy which required little change from me. The new web copy was uploaded a couple of weeks ago and earlier this week I signed up a new client who enquired into my services after visiting my website and reading the new copy.
I would have no hesitation to recommending Spencer to any business who need to improve the written material so that it makes a positive contribution to their business."
Surrinder Kalirai, Aims Accountants for Business
It was an absolute pleasure working with Spencer. His quick turnaround, attention to detail, and thoroughness is unparalleled. Handing over your book to anyone is a huge leap of faith. Spencer established a strong sense of trust from the first moment and streamlined my work into a well polished finished product."
Jonathan Tilley, Voice Over Garden
I would like to thank you for your advice and recommendations given to me on a recent project. I have dealt with you now on a number of occasions and every time you have produced a first class service. In this instance I needed some guidance and you kindly gave me a very professional critique which went a long way. Thank you for your professionalism – it is appreciated."
Gez McGuire, MCG Digital Media Ltd
I would like to take this opportunity to thank you very much for your expertise in doing our blog posts. The blog posts you send through are well written and thought provoking, which is exactly what our business needs. Getting people to think about their nutrition is our mission, and your help with this is greatly appreciated."
Debi-Ann Wrigglesworth, Nutrition Mission
As a leading SEO company with clients ranging from independent driving instructors to large international hotel chains, we require a constant supply of new content. Your ability to take a brief and produce what is required is fantastic. Having worked with many copywriters it is clear that you are head and shoulders above your competitors. We look forward to using your services well into the future."
Steve Feeney, Essential Marketer
Spencer really takes the time to understand the core values of your business and wants to ensure we portray the correct impression to potential and existing clients. I would very much recommend Spencer to anyone who is looking for the right words to express the unique selling points of their business as I now understand how key it is to generating interest in our products and services. Thank you for the great work you do for us."
Spencer Turner, Approved Shopfitting & Interiors
It has been a refreshing experience to work with Spencer on this project. The client needed a newsletter creating and writing from a basic collection of unrelated historical and current project information. You went to visit them, discussed their requirements in detail and explained patiently the best way forward. The result of this work has been that we have been able to meet their deadlines and get the newsletter created beautifully with your interesting and engaging text. Thank you for making this project a straightforward, seamless and easy one to work on."
Peter Howard, PHD Design
I was amazed at their attention to detail and ability to understand our business, given the technical nature of what we do. It goes without saying that they have written the best blogs on our site. They have injected fun and personality into the blogs that were otherwise technical, jargon-filled and targeted enough to our audience. Spencer has supported us greatly and produces great content that will impress you every time."
Andrew Ward, Scorchsoft Ltd
As professionals in what they do my clients are always advocating the use of experts so I suggested we use an expert to write the copy. Initially they weren’t keen believing they could write about their business and industry better than a stranger but after some persuasion they agreed. They were delighted with the copy Spencer wrote and comments like “ he completely gets us” and “it’s amazing” were made when they read it for the first time. Now, in combination with the design, the brochure looks fantastic and definitely creates the impression we wanted. I am sure if we decided to ‘do it ourselves’ we wouldn’t have even come up with a first draft yet!"
Sarah Birch, Professional Approach
As someone who has made his living from writing letters, court documents and arguments for many years, using a professional writing service to rewrite our marketing literature seemed frankly, rather stupid. Nevertheless, we decide to engage the services of Auroras Copywriting to see if it would make a difference to the clarity of our messages and the strength of our pitch. I can only say we were delighted with the results. A fresh view and a different perspective is what was required and this was delivered on both fronts. Our laboured, overly legal documents have now been turned into clear, attractive and readable marketing literature. We greatly appreciate your patience and for producing work we simply would not have been able to do ourselves."
Roland Roberts, The Cardinal Partnership
From the beginning, Auroras Copywriting have been professional and delivered consistently. Their standard of work, together with their approach is truly second to none. If, like me, you know exactly what you need to do and you know what you want, but simply don’t have the time to do it yourself then I strongly suggest that you speak to Spencer and engage the services of Auroras Copywriting."
Hayley Cashmore, Moomph Media
I want to thank you for the professional service and great results that I have achieved from Auroras Copywriting. Understanding from the outset the results that we were after, you consistently produce fantastic pieces of work that have been able to project the profile of my business to the next level. I thank you and your team for your expertise in strengthening my business. The services that you offer are fantastic."