On Minding Your Tone: Tips For Better Business CommunicationPosted by Nicole
Do you struggle with writing for your business? Many entrepreneurs do. For most of us, it’s difficult to write about ourselves — and our businesses are, in essence, an extension of ourselves.
Perhaps there is additional underlying pressure when we write copy, because it’s express purpose is to sell. We realize there is more to it then just asking — or demanding — “Buy now!” There is your brand to consider, so your writing must align with your company’s personality.
Just as the branding on your website should be designed to reach your target audience, you should always, always write with your target audience in mind. The place where branding meets customer in your business communication is precisely where tone comes in.
As Jessica aptly defines it in Communicating with Confidence: The Creative, Ambitious Entrepreneur’s Guide to Better Business Writing, tone is simply the writer’s attitude toward her subject. Tone becomes evident in a writer’s word choices, sentence structures, and punctuation. As with most business writing, the starting point should always be your audience and your purpose in bidding for their attention (for that is what a blog post, email marketing campaign, brochure, or flyer is).
When writing your next blog post or brochure, ask yourself what you want to reveal about your products and services, and how you will do so with your tone. If you are in the toy making business, your tone should convey fun, excitement, the joy of childhood. If you own a hardware store or flower shop, your tone will be different, but should always reflect the personality of your company — which is entirely yours to define.
When you write with your ideal client in mind, choosing the correct (and consistent) tone will soon become second nature. For more information on tone, take a look at this useful article from how-to-branding.com on the role tone plays in branding.