Even with all the client input, keyword research, previous materials and more, your website content can fall flat on its face if it doesn’t have the right tone.
But, is tone REALLY that important? You bet. As a business, you know your audience better than just about anyone else. So you’ll be the best informed when it comes to choosing a tone:
Conversational: “Look, we know it’s true that there are other widgets like the XYZ Mega-go 1000, but ours doesn’t take as long to set up, and you’ll see a return on your investment in weeks, not months.”
Cavalier: “Go ahead and try our competition’s widget. It’ll only be a matter of time before you realize the superior craftsmanship and engineering that goes into our XYZ Mega-go 1000.”
Serious: “Don’t take your chances with a widget that’s not Department of Widget Services Approved. You have too much at stake to trust a product without24×7x365 support.”
Corporate: “Since 1984, the XYZ Mega-go 1000 has been an integral part of the ZipZoom manufacturing process. Our Mega-go has performed at 99.98% reliability and is the widget of choice for over 1,000 companies worldwide.”
Ok, so these are just brief examples, but your tone truly does make a difference to your audience. You wouldn’t sell a surfboard with a corporate tone, but you might use a corporate tone in your surfboard company’s annual report.
The key is to know your audience and what tone they react to and expect from you in certain marketing channels. Then you need to have a professional copywriter incorporate that tone as they write your web content or other marketing material.
Mom always told him not to use that tone with her. But she never told him not to use that tone with you. The best part is, you can have whatever tone you want with freelance copywriter Jason Pedley. Conversational web content, corporate print ads and more – take your pick. Contact Jason Pedley today – mail@jasonpedley.com or (860) 886-3455.
