It never fails. Every conversation I have with a potential or
ongoing copywriting client at some point turns to the topic of
tone.
"We want our copy to be edgy."
"I think a light-hearted copy tone would work best."
"Can we throw a little humor in there?"
"We need to be serious without sounding too serious."
"We need to be hip."
But how important is tone, and what exactly is it?
Simply put, tone is nonverbal communication verbalized. What
would be a scrunched brow, a sly crooked smile or a hand gesture
to stress importance is expressed by tactful use of certain
words, phrases, rhythm, punctuation or a combination of it all.
Unfortunately, tone is not always an easy thing to manipulate to
achieve a desired impression. Why? Because people, even
like-minded ones, perceive things differently. What's clever and
edgy to one person is arrogant and immature to another.
This is why I urge my copywriting clients to opt for clarity and
honesty in their copy rather than innuendo and ambiguity.
Sometimes, that's a tough call to make because everyone wants to
sound distinctive and unique. Actually, that's very important,
but it's possible to do that without "overtrying" to sound a
certain way by "puffing up" the copywriting with expressions,
catchphrases, buzzwords and word choices that leave opportunity
for misunderstanding.
Here's the top 5 reasons that honesty beats puffery in copy any
day:
1. Tone that leaves an ambiguous impression can damage your
brand. Say the wrong way, and you might not see the damage right
away, but you'll see it through decreased sales and customer
loyalty.
2. Honesty is a universally accepted tone that will always be
respected. Say what you mean and mean what you say--clearly.
Over the long haul, people will listen to you more and remember
more of what you say. And isn't that what you want in the first
place?
3. Hype is easy to see and becomes tiresome over time. Too many
people rely on hype in the hopes of "breaking through" the
clutter. There's lots of hype out there, and these days, people
see right through it and tune it out. See #2 for a better
alternative.
4. The more people understand your message, the more people will
become your customers. It's simple numbers. The better your
message can be grasped, the stronger connection you're going to
make with more of your potential customers.
5. In printed words, it IS what you say moreso than how you say
it. Address the needs and wants of your market in an open and
honest manner. Show them that you can offer them a solution no
else can. Do it clearly and concisely because if they perceive
you trying to "puff it up" to convince them, they won't believe
you. Achieving an original tone is important, yes, and can still
be done, but not at the expense of real, useful information and
clarity.
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