Copywriting Tips For Small Businesses #6

#6 Tone of Voice

The way you speak to your customers is perhaps the most important piece of branding you’ll do. Should you adopt a friendly, casual tone? Or does a little distance and formality better reflect the services you offer?

A party goods supply business might get a little familiar, even mildly excitable. A funeral director or accountant might not. (Let’s hope not.) Naturally, these are two ends of the spectrum, and you’re probably somewhere inbetween.

How to create a tone of voice for your business:

  • Look at the competition. How are they talking to their customers? What can you take from their approach? What would you do differently?
  • Create a word bank. Write down words and phrases you think reflect your company’s style. Keep adding to it from time to time. It might seem like an odd thing to do, but it can really help to get the juices flowing when you’re looking for inspiration.
  • Write as if you’re talking to an individual customer that you know, not a faceless group.

Things to watch out for:

  • Don’t underestimate the power of simple, persuasive writing. In most cases, a customer wants to see competency and professionalism, not puns and jokes. Usually, clear, simple messages along with a few friendly and welcoming turns of phrase will do the trick.
  • Even if you’re using a casual or humorous style, don’t let the words run away with you. Twenty-five words where five will do is never funny. (Unless you’re a copywriter getting paid by the word.)
  • If you’re going for light-hearted, don’t overdo the exclamation marks!! It’s the written equivalent of hyperventilating!!!
The end!!!!

< Previous Copywriting Tip.

Martin Philp offers professional copywriting services for high street brands and small businesses. Get in touch now.