Why is tone of voice so important for your web copy?

Ah, the magic (and mayhem) of tone of voice. It’s challenging to identify, yet it’s one of the most effective ways to captivate your customers. 

Let’s take a look into what copywriting tone of voice is, why it’s important, and a few tone of voice examples to elevate your brand.

What is brand tone of voice?

Brand tone of voice is the way you communicate your brand’s message, personality, and company values to customers. In a nutshell, it’s the classic line, “It’s not what you said, it’s how you said it.” But, what do we actually mean by that?

Imagine you went on a date, and it ended with the person saying, “It was nice to meet you.” You go on another date, and the second person says, “It was so lovely to meet you!”‌ The core message is the same, yet it’s also different.

The first person seems neutral and non-committal. Will they call? Maybe, maybe not. However, the second person comes across as warm and chirpy, like they ‌enjoyed the date. It’s not what they said — it’s how they said it.

What is tone of voice in copywriting?

Copywriting tone of voice is when you integrate your brand’s personality and messaging into your copy. This includes your website landing page, product descriptions, newsletters, and blog posts — essentially, any content marketing material.

If you feel a little lost, outsourcing your copywriting is an excellent way to nail down your brand’s tone of voice. We also have a list of tone of voice examples you can use later in this article.

Why you need a distinct tone of voice

You know what a copywriting tone of voice is, but why is it important? We’re glad you asked!

It helps you to stand out from competitors

Tone of voice is the magical difference between your brand becoming lost in the crowd and consistently gaining loyal customers. Let’s look at an example:

You want desk plants for a pleasant at-home office. You’d prefer live plants (we love that cleansing energy), but you just don’t have time to look after them. After some quick Googling, you find three top search results:

• Number 1: Self-watering house plants

• Number 2: Self-watering indoor plants

• Number 3: Self-watering desk plants for a cosy office space

All three brands are selling self-watering indoor plants. However, the first two don’t have any tone of voice, so they don’t stand apart.

Brand number three has personality. It targets people who are ‌looking specifically for desk plants and uses the descriptive word, “cosy,” conveying warmth and contentment. This helps them stand out from the busy Google crowd and attracts you to their website.

It reaches the right people

When someone is looking for a certain product or service, the first person they want to think about is you. Or, more accurately, your brand. Even if you’re selling the same product as someone else, it doesn’t mean you’re selling to the same person. 

Let’s create an example using two people. The first person is called Miles. Miles is a video editor and likes a minimalist, clean, and sophisticated space. The other person is Josie. Josie sells her artwork on Etsy and prefers a vibrant, cosy space. They both want plants (yes, we’re going with the plant thing again) to spruce up their at-home office. 

When Miles and Josie scroll through search results, they see two house plant options:

• Number 1: Minimalist at-home office plants 

• Number 2: Embrace your cottage-core fantasy with beautiful house plants

Who do you think is going for what? We’re sure you’ve guessed right! Although both companies are selling plants, each one has a strong and recognisable brand personality. As a result, Miles and Josie gravitate toward the brand they identify with the most.

It connects with your audience on an emotional level

Your brand’s tone of voice should create an emotional, sparkling connection with your audience. That means anything from tapping into someone’s personality traits and interests to how the customer wants to feel.

For instance, copy that says, “Our Classic Red Nail Polish elevates any outfit,” is very different from “Unlock your inner vixen with our Passion-Red Nail Polish.” The first example paints a picture of elegance and style. The other portrays sensuality and desirability.

Take us, for example. We love storytelling and the magic of words. If you’re after AI, generic content with zero personality, you won’t find it here! We want to get to know you and what you need. That way, you can relax knowing your loving brand is in safe and supportive hands. 

It provides consistency across all copy and platforms

Your brand’s copy should have the same tone of voice, whether it be product descriptions, newsletters, or across social media platforms. If it doesn’t, this can create an unclear and confusing message to the customer. 

Take, for instance, a brand that sells hiking gear for women in their 40s. Its core message is to find inner beauty by connecting with nature. This is reflected in their website content writing, which conjures images of rolling hills and sunsets. Then, the company hits their consumers with a newsletter, “GET YOUR HIKING GEAR FOR MAXIMUM PERFORMANCE!!!”

Sheesh. Aaand the customer gets whiplash.

Is the brand promoting calming nature hikes or challenging climbs fuelled by protein shakes? They’ll get confused and turn elsewhere to find a brand that connects with them instead.

However, when you are clear and consistent with your tone of voice, you build a loyal customer following that trusts you and your services.

What is an example of a tone of voice?

There are many types of tone of voice. Examples include:

• Formal

• Helpful

• Elegant

• Conversational

• Humourous

• To-the-point

• Sassy

• Calming

• Confronting

• Compassionate

What should be in your tone of voice guidelines?

Tone of voice guidelines can regulate your copy across all platforms so each piece of writing stays consistent and true to your brand. The guidelines should include:

• Specifying the target audience: For example, women in their 30s seeking career mentoring.

• Emotions you want to convey: Such as excitement, determination, and support.

• Words and phrases: For instance, self-love, work-life balance, advocate, and accountability.

Are keywords different from brand tone of voice?

Yes, keywords and brand tone of voice are completely different. Keywords boost your search engine optimisation (SEO) and enhance your brand’s visibility. For instance, if someone searches “How to get glass skin,” you need keywords such as “glass skin, glowing skin, and smooth skin” present on your website, ideally on a guide or blog answering the query.

On the other hand, your brand tone of voice is how you talk about glass skin. For example, “Our Glass Skin Serum eliminates blemishes for an instantly smooth complexion.” Or, “Our Glass Skin Serum creates smooth skin for a natural glow.” One tone of voice promotes action and quick results, and the other is gentle and soothing.

Discover more: Do keywords really make a big difference to your copy?

Find your spellbinding tone of voice with The Content Coven

Finding a tone of voice is tricky — believe us, we’ve been there! However, professional copywriting services are an excellent way to identify and strengthen your brand’s unique tone of voice.

Our work helps your brand’s voice blossom by crafting copy that delivers. Have a peek at our pricing and packages, and feel free to get in touch for a chat.