Download Mastering Tone of Voice

Mastering Tone of Voice
Doug Kessler
Doug Kessler
Velocity Partners
@dougkessler
Slam-dunking how
you say stuff
Doug Kessler
Velocity Partners
@dougkessler
Tone of Voice is how
you say what you say.
Tone of Voice drives the
user experience of content.
Story x Voice = Impact
The single biggest
opportunity facing every
content marketer is
hidden in an afterthought
at the bottom of your
content strategy.
Story x Voice = Impact
Story x Voice = Impact
What we learn about
the communicator
Impact
What we learn
about the topic
Time
Tone of Voice is the most
important content in your
content.
Facial
Expression
Eyes
Voice
Body
language
Pitch
Tone
Speed
Volume
Clothes
Gesture
In text-based content
marketing, all we have
is tone of voice.
Because it’s such an
isolated, narrow channel,
it’s disproportionately
powerful.
How to manage
Tone of Voice
Ten tips
1. Manage it.
Make it someone’s job.
Make it someone’s job.
Not a cop, a coach.
Train it in.
Train it in.
new hires • all writers •
all editors and approvers
2. Decide who you are
University of Leeds
3. Use voice to
differentiate
4. Capture your voice.
(in a guide)
British Council
The 1st rule of ToV Guides:
The 1st rule of ToV Guides:
Write in your ToV.
The 1st rule of ToV Guides:
Write in your ToV.
(Duh).
The 2nd rule of ToV Guides:
Include examples.
MailChimp: VoiceAndTone.com
Include both positive
and negative examples.
‘Tone Table’ by Gather Content
5. Choose three
base notes
5. Choose three
base notes
‘Human’ can’t be one of them.
Simple • Friendly • Silly
“We want to create a business we can be proud of.
So to make this happen, we need brilliant people
who inspire and deliver change all around them.
That's why we're always looking for talented,
ambitious and altruistic folks to come and join us.”
Innocent Drinks Careers Page
“We want to create a business we can be proud of.
So to make this happen, we need brilliant people
who inspire and deliver change all around them.
That's why we're always looking for talented,
ambitious and altruistic folks to come and join us.”
Innocent Drinks Careers Page
h
Enthusiastic • Positive • Helpful
“Choose your adventure.
Each team at HubSpot features its own
unique blend of passion, personality,
and panache. Choose the one that most
feels like home.”
HubSpot Careers Page
“Choose your adventure.
Each team at HubSpot features its own
unique blend of passion, personality,
and panache. Choose the one that most
feels like home.”
HubSpot Careers Page
“You never
actually own a
Patek Phillippe.
You merely look
after it for the
next
generation.”
Elegance • Tradition • Elitism
“We encourage people with skills inherent
to our area of expertise… to submit their
application as follows…”
Patek Philippe Careers Page
Pretention • Superficiality • Narcissism
“PASSION. DRIVE. ENTHUSIASM. The three pillars
of Donald J. Trump's success. If these three words are
what get you up in the morning, and what keep you at
the top of your game every day, TRUMP HOTEL
COLLECTION wants you on our team. We’ll expect
your best and will give you ours, providing all the tools
you need to grow and flourish.”
The Trump Hotel Collection Careers Page
6. Add accents
6. Add accents
To adapt to context
Safe/Trusted
Passionate
Proper
Serious
Angry/Disruptiv
e
Reserved
Wild
Funny
Tune for:
Audience, Medium
& Situation
“Well would you look at that. Your
application for credit has been flatout denied. Y’all come back when
you got more money. We’ll be here.”
Go for
“Consistent Variety”
7. Craft your microcopy
8. Beware of lawyers
“Imagine a home not only defined by sophisticated
style and luxurious finishes, but equipped to deliver
legendary Ritz-Carlton service. From concierge
services and in-residence dining to a dedicated
residential management team, a lifestyle of privacy
and comfort awaits. “
9. Embrace good jargon
Good jargon is precise
and signals ‘these are
my people’.
Bad jargon is lazy and
signals ‘these people
don’t know their asses
from their elbows’.
Bad jargon says you have
something to conceal.
“Approximately 8.5% of all active users used
third party applications that may have
automatically contacted our servers for regular
updates without any discernable additional
user-initiated action.”
10. Fire your good writers
1. Actively manage your Tone of Voice!
2. Decide who you are
3. Use voice to differentiate
4. Do a great Tone of Voice Guide
5. Choose three base notes
6. Add accents
7. Craft your microcopy
8. Beware of lawyers
9. Embrace good jargon
10. Get great writers
Content
Thank you!
@dougkessler