2018 Book Guide
Does Your Voice Match Your Product?
By Sally Ormond
The tone of voice you use across your marketing will dictate how your customers view you.
Too stiff and formal and you'll come across cool and unfriendly; too casual and street and you'll be seen as a bit flaky, a company that can't be taken seriously.
That's why it's essential to work out who you are from the outset.
Factors that will affect your tone of voice
Before I get into that, there's something you must remember.
It doesn't matter who you are, what you do, or whom you do it for, never use jargon or industry speak in your writing.
There's a tendency for many businesses to create random sentences formulated from impressive sounding words because they want to appear aspirational or intelligent. Well, your readers aren't stupid. After reading your lofty prose, they'll realize it has no meaning or substance and is just there for fluff because you couldn't think of anything else to say.
Right, back to those factors.
For starters you must know:
Who you are and what you stand for
Who your customers are
What you're selling
Why they would buy from you
The benefits you offer them
You can't develop a tone of voice without that information because if you don't know who you are as a company how will you know the personality you want to convey? If you don't know what you're selling or whom you're selling to, you won't know the language you'll need to sell it. And if you don't know what your product is, or the benefits it offers, you'll just be wasting your time creating content that's meaningless.
Your tone of voice
If you're a B2B business selling professional services of some sort or another, your language will be more formal than if you sold bespoke surfboards.
For starters, your audiences will be poles apart, but that doesn't mean as a B2B business you have to be starchy and corporate just because you're not selling a cool product.
On the contrary, even though you're pitching to businesses, it's real people that will be doing the buying. Whenever real people are involved (and that would be in every sales scenario), their buying decision will be emotionally driven.
That means your content must evoke an emotional response. If your product or service saves them time that means they get to spend more time with their friends and family. If it saves money, it means their business will run leaner, generating more profit that ultimately, means more earning potential.
See what I mean?
Getting back to the actual language, in the surfboard scenario it would be perfectly reasonable to see the odd "dude" in the copy. Try that as a B2B, and you'll be laughed at, but that doesn't mean your language has to be staid and boring.
Remember, a real person will read your writing. It doesn't matter how educated they are; it's essential to keep your language simple, unambiguous and conversational.
Because that drives engagement, has personality and is better received than formal writing.
Many people shy away from writing with personality (i.e. conversationally) because it goes against everything they've ever learned. That's a real shame because it works.
I've used it throughout this article, as though you were sat in front of me and we were talking about tone of voice. By the way, that's a great tip for nailing conversational writing - imagine you're sat opposite a customer and talk to them about your product, writing as you do so. You'll be amazed at how engaging your writing becomes.
What's the moral of this tale?
It doesn't matter who you are or whom you're trying to sell to; your writing must have personality if you want it to work
Use language that's appropriate to your market
Stay away from jargon and industry speak
Keep your vocabulary simple
Remember you are writing for a real person
Write conversationally to boost engagement
You can only achieve the right tone of voice if you know who you are, what you're selling, who your customers are the benefits your product or service offer
Sally Ormond, Briar Copywriting, is a professional copywriter with extensive experience in both B2B and B2C markets.
To have a chat about how she can help you send an email to or call +44(0)1449 779605.
Spellbinding New Book "Culprit of Division" Is the Presentation of Facts to Discredit the Ugliness of the Past in Favor of Peaceful Co-existence
Our world is full of hostilities riddled with hate, damaging behaviors, segregation and division on a scale never before seen in history. To say that we are living in a perilous time is an understatement, says Henry I. Balogun, author of "Culprit of Division." This new book presents a fact-based explanation on how we got to where we are today and how to bring about world peace despite the ugliness of the past. "If we continue to promote supremacy and the current false sense of ascendancy in the interest of self magnification, intimidation of others including the self-serving vision and the desire of the nationalists to isolate and achieve greater segregation, the future is uncertain."
According to Balogun, this little but powerful book is packed with what historians refused to discuss. It traces the forgotten journey of an entire ethnic group and their contributions to civilization, human development and growth. Here you will discover what is true about the twisted history of slavery, exploration swept and buried in the interest of kings and kingdom's effort to claim and own explorations exclusively.
Culprit of Division, which, according to the author, represents volume one, takes us to the beginning; thereby allowing us to see how we got to where we are today. Historians and students of history are going to be awestricken to see the correction of history that are historically false. This book is written to agitate rather than validate. History will never be the same again. Get your copy and let the conversation begin!
Published by New York City-based Page Publishing, Henry Balogun's inspirational work focuses on attacking social evil in the interest of dismantling the platform of hate and division and is not for the faint of heart.
As difficult as it may seem, the goal of this book is to achieve a far greater good through the presentation of facts to discredit the ugliness of the past, thereby paving the way for peaceful coexistence. Balogun explores the past to explain the rise of division between different ethnicities. However, this book provides hope for the future through understanding and learning from the past.
Readers who wish to experience this gripping and eye-opening work can purchase hardcopy of the "Culprit of Division" at bookstores everywhere, or purchase softcopy (eBook or iBook) for only $1.99 to be downloaded onto your mobile device at any of these App stores: Apple iTunes store, Google Play, Amazon, Kobo, or Barnes and Noble.
For additional information or media inquiries, contact the author via email at or on twitter @CulpritDivision. You can also download the author's personally developed "PrimeHangout" social media app on Apple iTunes Store to your mobile device.