The document outlines five types of writing tones commonly misused by writers: formal, objective, empathetic, dependable assertive, and conversational/informal. Each tone is explained regarding when and how to use it, along with examples that illustrate their application. It emphasizes the importance of the right tone in various contexts like B2B blogs, research reports, and marketing copy.

1. Here are 5
types of tones
in writing
most writers
get wrong
Do You too?

2. Formal
When to use: In B2B blogs and whitepapers to
sound knowledgeable, direct, and respectful.
How to use: Include third-person pronouns
and jargon and avoid slang and contractions.
Example: Chief information officers (CIOs) and
technology leaders must continue to rely on
innovative technology to solve business problems
and pursue new growth opportunities. And for
that, they must be abreast of the emerging trends
in information technology.

3. Objective
When to use: In research reports, product
reviews and case studies to present an
unbiased perspective to the reader.
How to use: Avoid using words with positive or
negative connotations.
Example: A marketing tool by nature, XYZ
sought to authentically connect with its
customers through its content marketing
efforts.

4. When to use: In marketing copy or social
media posts to empathise with the reader.
How to use: Use words that are comfortable,
avoid colloquialisms, exclamation points.
Include metaphors, analogies, and other
rhetorical devices in your copy.
Example: Enter the world of modern banking
with our savings accounts and manage your
everyday finances with ease.
Dependable

5. Assertive
When to use: In opinion pieces or thought-
leadership style content to convince the
reader to agree with your point.
How to use: Use short, punchy sentences to
put the point across. Then add relevant
statistics and examples to back up your point.
Example: Content marketing is key to the
success of horizontal SaaS companies. It helps
with acquisition, activation, and retention.

6. Conversational / Informal
When to use: In blog posts and emails to build
empathy with the reader.
How to use: Use second-person pronouns,
contractions, slang, and colloquial language to
mimic how the reader speaks.
Example: If you enjoy bringing characters to
life and want to give brands a unique touch, an
advertising graphic designer career may be for
you.

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