Harden Elkington
The way you say something is more important than the words you use. This incorporates not just the words you pick, but also their arrangement, rhythm, and speed.
When referring to business and marketing in general, the phrase “tone of voice” refers to written – rather than spoken – words. Nonetheless, the term is useful when considering how to use your voice most effectively.
Your tone of voice should be appropriate for your audience and purpose.
For example, if you’re writing an email to a potential customer, you’ll want to use a friendly, professional tone.
On the other hand, if you’re leaving a voicemail for a colleague, a more casual tone is probably fine.
Why is the tone of voice important?
The way you say something can affect the way it’s received. Consider the following two examples:
Example 1:
“We’re sorry, but your order will be delayed.”
Example 2:
“I’m really sorry, but we’ve had a manufacturing issue and your order will be delayed.”
In the first example, the tone is formal and businesslike. The second example is more personal and apologetic.
Even though the message in both examples is the same, the way it’s delivered makes a big difference.
The tone of voice you use conveys your attitude and can create a certain impression in the mind of the person receiving your message.
It can make a big difference in whether or not your message is well-received.
Tips for choosing the tune of voice
Here are a few tips for choosing the right tone of voice:
Consider your audience
Who will be reading or hearing your message?
What’s their relationship with you?
What are their needs and expectations?
Answering these questions will help you choose the right tone.
Consider your purpose
What are you trying to achieve with your message?
Are you trying to inform, persuade, or entertain?
The tone of voice you use should be appropriate for your purpose.
Use positive language
Negative words and phrases can make your message sound harsh, critical, or unprofessional. Whenever possible, use positive language to get your point across.
Be consistent
Once you’ve chosen a tone of voice, be consistent with it. Inconsistency can be confusing for your audience and make your message less effective.
Listen to yourself
Pay attention to the way you talk. How do you sound? Is your tone of voice conveying the right message?
If not, make adjustments until you’re happy with the results.
The types of the tone of voice
There are five main types of the tone of voice:
Formal Tone
A formal tone is serious and reserved. It is the tone most often used in academic writing, technical writing, and business writing. The formal tone is not appropriate for casual conversation or personal correspondence.
To write in a formal tone, you should:
- Use standard grammar and punctuation
- Avoid contractions and slang
- Use specific and concrete language
- Use a professional or academic vocabulary
- Avoid emotional language
- Be concise and to the point
Casual Tone
A casual tone is less formal than a formal tone. It is often used in personal correspondence, such as emails, letters, and text messages. The casual tone is also common in social media posts and comments.
To write in a casual tone, you should:
- Use informal grammar and punctuation
- Use contractions and slang
- Use concrete language as often as possible
- Use a relaxed vocabulary
- Be expressive and emotional
- Write in a conversational style
Polite Tone
A polite tone is used to show respect for the person receiving your message. It is often used in formal or business settings, such as letters, emails, and meeting requests.
The polite tone is also common in certain types of social media posts, such as those targeting a specific audience or those that require a particular tone.
To write in a polite tone, you should:
- Use standard grammar and punctuation
- Avoid contractions and slang
- Use polite language
- Be concise and to the point
- Avoid emotional language
- Show respect for the person receiving your message
Intimate Tone
An intimate tone is used when you want to create a personal connection with the person receiving your message. It is often used in personal correspondence, such as letters, emails, and text messages.
The intimate tone can also be used in social media posts, depending on the relationship between the poster and the audience.
To write in an intimate tone, you should:
- Use informal grammar and punctuation
- Use contractions and slang
- Use emotional language
- Be expressive and personal
- Write in a conversational style
Digital Tone
As the name suggests, a digital tone is used when you’re communicating digitally, such as in an email, text message, or social media post.
The digital tone is often less formal than other tones of voice, but it should still be respectful and professional.
To write in a digital tone, you should:
- Use informal grammar and punctuation
- Use contractions and slang sparingly
- Use emoticons and emoji sparingly
- Write in a relaxed and conversational style
- Respect the person receiving your message
- Be aware of your audience
- Use a tone that is appropriate for the medium
Why we should focus on the tone of voice
The tone of voice is important because it can affect the way your message is received. If you’re not careful, your tone of voice can make your message seem insensitive, unprofessional, or even rude.
When you’re writing, it’s important to focus on the tone of voice that will be most effective for your audience and your purpose.
Depending on your audience and purpose, you may need to use a formal tone, a casual tone, a polite tone, an intimate tone, or a digital tone.
Remember, the tone of voice is just one aspect of effective communication.
In addition to choosing the right tone of voice, you also need to focus on the other elements of effective communication, such as grammar, punctuation, and vocabulary.
- Related post: How to have more skillful communication
- Related post: Common Barriers To Effective Communication
The takeaway
The tone of voice is the way you communicate your message to the reader. It can be formal, casual, polite, intimate, or digital, and it should be chosen based on the audience and purpose.
The tone of voice can affect the way your message is received, so it’s important to be aware of how you’re sounding to your reader.
When you’re writing, it’s important to focus on the tone of voice that will be most effective for your audience and your purpose.
Depending on your audience and purpose, you may need to use a formal tone, a casual tone, a polite tone, an intimate tone, or a digital tone.
Remember, the tone of voice is just one aspect of effective communication.
In addition to choosing the right tone of voice, you also need to focus on the other elements of effective communication, such as grammar, punctuation, and vocabulary.
