Your company’s tone of voice — how the character of your business comes through in the words you write — can make a lasting impression on anyone who reads your content. Whether it’s formal or casual, punchy or flowing, think as your tone of voice as part of your company’s DNA or fingerprint. A compelling tone of voice will help you differentiate your business from competitors, humanize your company, and engage your customers.
The value of developing a strong tone of voice goes beyond those benefits. It’s also a way to build authority, create focus, and cut through so that your messages stand out. For these and other reasons, developing a distinct tone of voice is essential and something that B2B brands need to take the time to invest in.
Of course, doing so is easier said than done.
Fortunately, Acrolinx’s new eBook, “Watch Your Tone! Why Your Company’s Tone of Voice Matters and How to Get it Right,” can help. A systematic guide to creating your company’s tone of voice, the eBook brings together the insights of an array of leading experts, including:
- Doug Kessler, co-founder and creative director at Velocity Partners
- Neil Taylor, managing partner at The Writer
- Liz Doig, owner and brand language consultant at Wordtree and author of Brand Language: Tone of Voice the Wordtree Way
- Harriet Cummings, copy-editor at Distilled and author of the online guide to tone of voice, Finding Your Brand’s Voice
- Chris West, founder and head of voices at Verbal Identity
“Watch Your Tone!” takes you step-by-step through the process of developing your tone of voice, starting with identifying your company’s brand values. It explains, for example, how to use a simple framework to boil your brand down into three one-word values, like “rigorous,” “idealistic,” and “curious.” It then describes how those values can be used as the starting point for establishing your tone of voice.
In addition to helping you define your company’s tone of voice, the eBook provides guidelines for translating it into your writing. It outlines 12 distinct elements of tone of voice — such as word and sentence length, tempo, grammar, and use of jargon and colloquialisms — that you need consider when you write.
To round out the eBook, we’ve included a chapter dedicated to how to successfully roll out your new tone of voice company-wide, which focuses on advice for creating a tone of voice guide. “Watch Your Tone!” also contains an appendix with a variety of worksheets to help you as you go through the process of developing your company’s tone of voice.
As Ann Handley notes in her foreword to this eBook, “Watch Your Tone! offers valuable advice on how you can create your own corporate voice — a unique, instantly recognizable style for all your content, that lets you speak with one voice and stand out from the crowd.” Those companies that get it right will have an important competitive advantage.
Are you ready to learn about how to develop your company’s tone of voice? If so, download your copy of “Watch Your Tone!” today.