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Tone of voice

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Getting the right message to the right persona in the right tone of voice is vital to enable your communications to be effective. This slide share gives you some guidance on this subject matter

Published in: Marketing
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Tone of voice

  1. 1. Tone of Voice
  2. 2. What is a tone of voice? • Branding • Story-telling • Differentiation • Personality • Proof of ‘why’ • Emotional connection
  3. 3. What are they for? • Insight • Change • Permission • Consistency • Briefing • Inspiration
  4. 4. Do Your Research
  5. 5. Talk to Your Tribes
  6. 6. Let’s write a TOV!
  7. 7. Overview • Audience • Voice • Language • Viewpoint • Relationship
  8. 8. Audience • Who are you writing for? • Personas? • Reading age • Education
  9. 9. Voice For example: • Ironic • Cheeky • Serious • Earnest • Jokey • Formal • Conversational • Who speaks like this? • What other companies use this voice?
  10. 10. Language • Mandatory words? • Forbidden words? • Readability requirements? • Style guide? • British English? American English? • For translation?
  11. 11. Viewpoint • What is your attitude? • What do you know? • Why should people listen? • Who has this attitude? • Platform • Permission • Authority
  12. 12. Relationship • Actual? • Desired? • Who has this relationship?
  13. 13. What To Do Next • Get some paper and a pen • Have a go
  14. 14. For Support Get in Touch www.Constructionmarketing.org

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