Tone of Voice

What is a tone of voice?

• Branding

• Story-telling

• Differentiation

• Personality

• Proof of ‘why’

• Emotional connection

What are they for?

• Insight

• Change

• Permission

• Consistency

• Briefing

• Inspiration

Do Your Research

Talk to Your Tribes

Let’s write a TOV!

Overview

• Audience

• Voice

• Language

• Viewpoint

• Relationship

Audience

• Who are you writing for?

• Personas?

• Reading age

• Education

Voice For example: • Ironic • Cheeky • Serious • Earnest • Jokey • Formal • Conversational • Who speaks like this? • What other companies use this voice?

Language

• Mandatory words?

• Forbidden words?

• Readability requirements?

• Style guide?

• British English? American English?

• For translation?

Viewpoint

• What is your attitude?

• What do you know?

• Why should people listen?

• Who has this attitude?

• Platform

• Permission

• Authority

Relationship

• Actual?

• Desired?

• Who has this relationship?

What To Do Next

• Get some paper and a pen

• Have a go

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