Tone of voice is a very important concept because it's an essential part of communication for businesses and their relationship with customers and clients. Most companies do this well, but there are a couple of mistakes that some companies make. In terms of marketability, language is important here and if your company cannot properly communicate with consumers and the target audience about your products and services, then you may be perceived as inauthentic. It's important to set examples and show how different tones benefit companies with different audiences. For example, let's say you're writing for a tech company... it'd be awkward to joke around with your audience constantly because they are there to be in the loop with what's new about your company's product development. Imagine a writer for The Onion, a satirical news site, suddenly writing serious articles about the current political landscape in America. The Onion's audience would have gone bananas because they're on the site to lighten up after reading the news.
Having a tone that's inconsistent or saturated is a mistake that's easy to make, but it's hard to develop a unique tone of voice because it takes practice and experience. This doesn't mean that each and every company will have an industry-standard tone of voice. Each company will have a different voice despite the fact that they may have similar demographics and audiences. The more you write, the more you learn.
Speaking of the audience, the way you word what you say is important as well because sentences are often expressed in completely different ways. For example, take a look at the following sentences:
- We're thinking outside of the box.
- We're taking an innovative approach to…
The main idea of these two sentences are the same because you're stating that you are showcasing why your company's research and development is on top of its game. Imagine a sales representative from that company saying these two sentences to you at a networking event in the Metreon Center at San Francisco. When you hear the first sentence, you're probably thinking '"What, and I haven't been?"
because you feel that even though you are in the same industry, you are also thinking outside of the box just like the company. In other words, the first sentence, to some people, seems to be very exclusive to those who are fully in the know. As for the second sentence, the language is very neutral because you are probably curious as to how the company is taking an innovative approach or what they are innovating.
From that example, words affect the impression the audience receives and how they feel about the person who's speaking. Why is that? When you read a company's content, you understand it on two levels. The facts tell the analytical side of your brain what the company does, while the tone tells the creative side of your brain what the company would be like.