All marketing content has a tone, whether intended or not. “Tone” is the overall attitude your message has and is an often undervalued factor in how content is perceived. The tone is one of the most important factors in resonating with particular market segments or target audience, and Identifying the tone of your marketing message is as important as identifying the audience itself.
Much of copywriting is about conforming to the voice and tone of your brand. Business owners and content writers should take into account what their copy attempts to achieve, who it’s aimed at, and how it fits in with other marketing efforts when they write each piece. It's vital that copy attempts to reflect your brand's emotional values rather than just dole out encyclopedic facts so that you start to build a connection. Ensuring the copy is conversational and friendly, yet still authoritative when it needs to be will contribute to its overall tone.
With copy that’s designed to be read online or via a mobile device, it's particularly important that your tone is clear and concise enough for attention spans when writing copy in 2022 and beyond.
The wrong tone can create a disconnect between the copy's message and the reader. It can also cause your communication to come off as condescending or dry, even when you're not trying to.
Tone or tonality can be creatively employed in content to play off of different situations to create memorable and persuasive messaging. Your tones can include but are not limited to...
Educational / Academic
Formal / Professional
Hip / Cool
Use tones to help craft powerful content and messaging that will best resonate with your desired audience and make your marketing stand out from the crowd.
Identifying the tone that you want your copy to have is just as important as identifying the copy itself. The overall copy should be cohesive and work well with any images, color schemes, and other design elements in order to create a positive experience for the reader.
If you have more questions about tone or great copy in general, don't hesitate to let us know either in the portal, or by reaching out to our experts directly. :)