Ok, you might not want to address your customers in quite this way but it does demonstrate the impact of ‘tone of voice’.

Tone of voice establishes your relationship with clients. It should engage them. It goes beyond just stringing a few words together and looks at the way you communicate with your customers across every medium - from your website to your advertising and even the way you answer the phone.

Take Innocent smoothies. Their tone of voice contains two key elements: simplicity and humour.

Why simplicity? Because, in their own words, their products contain “nothing but nothing but fruit”. No additives or preservatives, no need for small print; they are straightforward, with nothing to hide.

Why humour? Because it’s a powerful way to make people relate to you; to make them smile, and make them like you.

Tone of voice gives your organisation its personality, helping you stand out from your competitors. Think about how you want your clients to perceive you. Maybe you want to be seen as professional or friendly or reliable or all three. What other specific associations would you like your clients to make when they think of you?

Are you formal, or informal? Quirky, or straight-laced? Direct, or diplomatic? Consider your customers, your values and your brand, then choose the right tone and words for you.

We can help you develop unique ‘tone of voice’ guidelines for your organisation. If you’d like our advice, or want to find out more, drop us a line.