Writing is the most effective method for sharing your thoughts with your readers. You can utilize it to connect with individuals who may have yet to have the opportunity to hear you in person. In this manner, your distinct ideas can echo within the minds of numerous individuals.
However, HOW you write is just as important as WHAT you write. I will say even more: sometimes, the tone of voice in writing can be even more important than the meaning of your article. If you succeed, you will elicit a reaction from your audience. For this reason, the significance of voice tones in writing is extremely important in a marketing strategy.
Here's the result I got when I checked this article. It is precisely what I wanted to achieve :)
Let's Get It Straight: What Is the Tone of Voice in Writing?
The tone is how the author expresses their ideas and emotions. It can range from formal and objective to humorous and subjective, absolutely anything. It involves the utilization of both professional and teenage slang, along with grammar and sentence structure.
I might surprise you a little bit now. I believe that tones of voice in writing do not belong to the author but to the reader. Why? The key is simple: the tone is established when you read, not write. If the reader is not interested, your time will be wasted, even if you are really passionate about the topic you are writing about. Taking this into consideration is crucial when creating content.
The Difference Between Voice and Tone
Beginning authors often mix the concepts of tone and voice and need help understanding why brands pay so much attention to them. So:
- The voice is the personality of an author or brand. Imagine you have a friend you met in the sandbox. You would definitely recognize their voice or laughter even in a crowded room. In the same way, you can identify the voice of a brand or author. You can use the voice to learn about a company or writer's values, approach to customers, and attitude towards certain things.
- The tone is how you narrate a particular moment. For example, a TV announcer lowers his voice and avoids jokes when discussing a factory tragedy. Conversely, when an athlete wins a gold medal at the Olympics, it is customary to speak loudly and triumphantly. It is the best example of how to describe tone of voice in writing. Everything is similar to the announcer's case.
Why Are the Types of Tone of Voice in Writing so Important?
The tone is essential in communications. It doesn't matter whether you're talking to people in person or communicating your thoughts through social media posts. Let's take a simple example: your task is to please your customers with a 10% discount on all products and motivate them to buy more. Obviously, you'll use words and phrases in your post to show them the benefits rather than tearfully telling them why the company decided to give such a big discount, right?
Different tones of voice in writing are vital. If you misuse them, you will not achieve the effect you are hoping for. Choosing the incorrect tone can distance your audience. If you come across as arrogant, people might perceive you as overly pretentious while you're simply very proud of what you offer. Another example: you run a construction blog for beginners and use a lot of professional jargon. The target audience you want to communicate with will need help understanding you.
The Different Types of Tone of Voice in Writing
I want to emphasize a few factors that determine the tone you use:
- Word choice. The words can give the reader an idea of the author's personality or the products and services offered. For example, in formal writing, you would use academic language, but in informal, you would use colloquial language.
- Sentence structure. It allows you to identify the author's way of thinking or mood clearly. In contrast to the shorter and simpler sentences that may be used in informal writing, longer and more complex sentences are often found in formal writing.
- Use of pronouns. Third-person pronouns (he, she, they) are more common in formal writing, while first-person pronouns (I, me, we) are more common in informal writing.
- Attitude. If you are passionate about something you are talking about, you will use more exclamation points and upbeat expressions, while a skeptic or critic will do the opposite.
I would like to highlight six primary examples of voice and tone in writing. They will be put up in comparison to make it easier to grasp the difference.
Casual vs. Formal Tones
These tones of voice I mentioned earlier. Formal is characterized by:
- impeccably correct grammar and syntax;
- long, complex sentences;
- no slang;
- using the third person;
- describing facts without emotion.
The formal tone of voice examples in writing are articles that banking or financial organizations publish on their websites. When you read them, you realize you are dealing with a company worthy of trust.
As for the casual tone of voice, the opposite is true:
- simple sentences that are easy to comprehend;
- jargon and abbreviations;
- first person;
- emotional component.
An example is the description of the work of a handyman who can turn your unkempt house into a cozy place to live in a couple of hours.
Serious vs. Humorous Tones
Humor is a subjective thing. Not only that everyone's sense of humor is different, but it is also essential to understand where and when it will be appropriate. For example, it is better to keep a serious tone of voice for clinics and banks. Here are its distinguishing features:
- clarity and directness;
- an assessment of the factual situation and information;
- earthiness and sobriety.
What about the humorous tone of voice in writing? It is used by authors whose job is to make the reader smile. Puns and sarcasm are constant companions of this tone of voice. It is crucial not to go overboard here, as inappropriate humor can offend your readers instead of engaging them. First, analyze your target audience, understand what might make them laugh, and then use humor.
Respectful vs. Irreverent Tones
Regarding tone of voice, respect and irreverence are two sides of the same coin. They allow you to capture the attention of the readers. By showing respect, you allow your potential customers to feel that you care about them and that they are unique.
On the other hand, an irreverent style means that the author is laughing at themself and has no piety for the audience. That doesn't mean he doesn't respect the reader, not at all! Such authors show friendliness by using sarcasm and slang to be on the same wavelength as users. It's hard enough to write in that tone, as keeping the boundaries of being friendly and polite is difficult. It's one of the hardest things when describing the tone of voice in writing.
Establishing Your Voice and Tone
I would like to highlight two important things that will help you choose the right tone:
- the personality of your customers (target audience);
- the identity of the brand whose face you are talking or writing about.
Think about how you would like to talk about yourself or your project. Then, consider who you are addressing your messages and decide if this style suits them. Consider how readers will feel when they read your examples of tone of voice in writing. Do you think they'll like it? Congratulations, you've found the perfect match!
If you're having trouble finding the right tone, try rethinking the situation: how would you talk to a friend in the same situation as your target user? This is often easier to do if you're talking to a specific person rather than an abstract user who stumbles across your article. You may have to make revisions a few times when writing, but once you find your tone of voice, things will become much easier!
To Sum Up
How do you describe the tone of voice in writing? It is a conversation between author and reader, where the former influences the latter by conveying information in a certain way. This way can have a significant impact on how users will perceive your articles. The right tone allows you to connect with your audience and show them the unique face of your brand. Feel free to experiment and combine multiple tones. It may not be easy initially, but the result expressed in trust and high ratings from readers is worth it!
FAQ
What Does Tone of Voice Mean in Writing?
The author's selected way of expressing themselves through their writing is known as the tone. The style includes more than just the words. It also covers grammar, syntax, and how the creator approaches the subject matter.
How to Use the Tone of Voice in Content Writing?
Examine your target market and identify the strengths of your brand. Consider ways to describe them that will capture readers' attention, brainstorm a few possibilities, and select the most suitable one.