If I asked you the question, “What is tone of voice?” I wouldn’t blame you for replying, “Well, isn’t that just how I sound when I talk?”
Fair point.
Well, it is and it isn’t.
When it comes to writing, tone of voice is a bit more complex than that.
So, what is Tone of Voice, exactly?
Think of tone of voice as your communication style’s unique fingerprint. It’s like the seasoning that adds flavour to your words and gives them that extra pop! whizz! bang!
Imagine you’re chatting with a friend: your tone of voice might be cheerful, laid-back or even a little bit sarcastic. Now, compare that to how you’d talk to your boss, where you’d probably aim for a more professional and respectful tone.
So, when it comes to answering the question: What is tone of voice?
Put simply, tone of voice is what you adapt to your audience and purpose.
Does Tone of Voice even matter?
Yes, it absolutely does (pretty pointless blog post, otherwise, huh?).
Think about it: when you receive a text message from a friend with a ridiculous amount of exclamation marks and emojis, other than thinking they’re a bit weird, you know that they’re excited, right?
That’s tone of voice!
It’s all about conveying emotions, attitudes, and personality through your words. It helps you connect with people, makes your message pop, and helps you to avoid any misunderstandings.
Let’s break it down a bit further:
- Formal Tone: This one’s all about professionalism. You’ll use it in a job application, academic paper or when you’re talking to your boss. Think of it as your fancy pants voice.
- Chatty Tone: This is what you use when meeting and talking to mates over a coffee and a large slice of cake. It’s friendly, relaxed and perfect for blog posts (actually, it’s perfect for your website, marketing and social media posts).
- Instructive Tone: Ever read an instruction manual? It’s straightforward and no-nonsense. Boring as hell too. But you’d use this tone if you wanted to give clear directions or explain something step-by-step.
How to find your Tone of Voice
Your tone of voice is like your fashion sense – it’s a part of your identity.
So, to discover what yours is for your target audience, you need to:
- Know Your Audience: Who are you talking to? Understand their What do they want to see and read from what? What are their expectations of you as a brand and business?
- Be YOU: Don’t pretend to be someone you’re not, you’re not a knob. Authenticity goes a long way in building trust.
- Practice, Practice, Practice: Try out different tones in your writing or speaking until you find the one that suits you best.
If you’re going to chuck in a load of laid-back, chatty, personality-packed words on your website and in your marketing but deal with customers in perfect, polite, Kings English, it’s going to jar and they’ll wonder if who caught their eye online is the same person they’re on a call with.
Go back to step three and work out which suits who you are as a person and a brand.
Pretty happy you have all the answers to the question, “What is tone of voice?”
Great, let’s dig a bit deeper.
Tone vs Voice: What’s the bloody difference?
There’s a big difference between voice and tone, even these two terms get thrown around together, like a sack full of badgers (stuffed badgers, not live ones). They’re like fish and chips – they go hand in hand, but they’re not quite the same thing:
Tone: The Mood and Emotion
Tone is like the mood music playing in the background of your words. It’s all about the emotional vibe you’re trying to give off:
- Happy Tone: When you’re excited or joyful, your tone will be upbeat and cheerful.
- Sad Tone: If you’re sharing sad news, your tone will become sombre or reflective.
- Angry Tone: When you’re upset or frustrated, your tone can get fiery and intense.
Think of “tone” as the emotional flavour that spices up your communication. It’s like the spices in your favourite curry – it can make it pop or bring it down.
Voice: The Real You
Voice is your personal style, your identity.
It’s like your fashion sense or your favourite music – it’s what sets you apart.
- Formal Voice: You might tend to use long, sophisticated words and structured sentences.
- Chatty Voice: Your style could be laid-back, using contractions and everyday language.
- Authoritative Voice: You come across as confident and assertive, like a leader.
Your voice is your signature style, and it remains somewhat consistent across different contexts. It’s how people recognize you even if they can’t see your lovely face.
Tone of Voice: The perfect double-team
Tone of voice put simply is the way you use your voice to convey a particular tone, like an amazing actor (let’s say, Tom Hanks, not a shite-y one like Jason Statham). He’s a different character in every role, his voice style remains the same, but his tone changes based on the character he’s playing.
It’s how he infuses his unique style with happiness, sadness, excitement or any other emotion to create a memorable and impactful performance
Get stuck into your tone of voice
Now you know the answer to “What is tone of voice?“, you’re ready to take a look at your website, socials and marketing to see if yours not only sounds like you but if it’s consistent across all platforms.
Need a few more pointers?
No problem, you can find out more in my articles:
- 15 tips to write in a chatty tone of voice (with examples)
- Why your brand tone of voice is important
- How to create your brand story
Still need a hand?
Well, in that case, I’ve helped loads of business owners define their tone of voice, whether it’s chatty and zany or professional and corporate.
Whatever you need, let’s add a load of pop! whizz! bang! to your words.
Until next time,
Matt
PS. If you want a little more info about branding, check out How to choose your brand colours.
PPS. If you want to see some real-life examples of using a chatty tone of voice in marketing, check out 5 great chatty style writing examples in advertising.
