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> Download the Complete eBook Here
Why Your Company’s Tone of Voice
Could Make or Break Your Business
Your company’s tone of voice is how
the character of your business
comes through in the words
you write and speak.
> Downl...
It’s not about what you say,
it’s about how
you say it.
> Download the Complete eBook Here
And the
impression
it makes on
everyone
who reads or
hears you.
> Download the Complete eBook Here
Consider these
three messages:
> Download the Complete eBook Here
Web services that you can start and forget.
Our web services platform delivers 99.99%
uptime and adapts to changing loads ...
They all say roughly the same thing,
but in completely different ways
using very distinct tones of voice.
> Download the C...
Tone of Voice
Possible
Impression
High-pressure marketing and
empty boasts. Beware!
Technical, verbose, inwardly focused
W...
Tone of Voice
Possible
Impression
Clear and factual, but what are
the company’s people like?
Factual, concise
Our web serv...
Tone of Voice
Possible
Impression
You’ve got my interest, but where’s the proof?
Informal, non-technical
Web services that...
When you read a
company’s content,
you understand
it on two levels.
> Download the Complete eBook Here
The facts tell
the analytical
side of your
brain what
the company
does…
> Download the Complete eBook Here
While the tone
tells the creative
side of your
brain what
they’d be like
to deal with.
> Download the Complete eBook Here
Just so we’re
clear, tone of
voice isn’t the
same as good
writing or strong
messaging.
> Download the Complete eBook Here
It’s about using language
to give your brand its
own distinct and
recognizable
voice.
> Download the Complete eBook Here
But here’s the thing…
> Download the Complete eBook Here
All of the customer-facing
content your company
produces should have
the same tone of voice.
> Download the Complete eBook...
Yeah, we mean
all of it:
• Website copy
• Sales presentations
• Technical content
• Product sheets
• User manuals
• Blog p...
When your tone
is consistent,
your customers hear
the same person
speaking whenever
and however they
deal with you.
> Down...
That not only makes
a good impression,
it shows them
you’re a consistent,
reliable company
to deal with.
> Download the Co...
But that’s not all.
There are lots of other reasons why
your company’s tone of voice matters.
> Download the Complete eBoo...
For starters,
it makes you human
People like dealing with people.
They also like brands that have
a personality they can r...
It also helps you cut
through the noise
and stand out
A distinctive tone gives you
the best chance of standing
out and con...
Sounding just like
your competitors is
NOT OK!
> Download the Complete eBook Here
And, since content is replacing
face-to-face communication,
it needs to be right
Today’s buyers do all of their research
o...
Plus, tone of voice
builds authority
Your tone of voice can
demonstrate authority
and belief.
When your tone shows
you hav...
Working on tone of voice is a
great way to think about your
company’s identity.
You have to boil everything
down to someth...
Although many major brands are already
working to get their tone of voice right…
> Download the Complete eBook Here
Most companies haven’t realized
how important it really is.
> Download the Complete eBook Here
Maybe it’s time you
got ahead of the curve?
> Download the Complete eBook Here
Download our free eBook
“Watch Your Tone! Why Your
Company’s Tone of Voice
Matters and How to Get it Right”
Here’s How
> D...
• A step-by-step guide on how
to assess and improve your
organization’s tone
• Hands on advice from tone
of voice experts
...
> Download the Complete eBook Here
Check out the
entire series
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Why your company's tone of voice could make or break your business - Tone of Voice Series 1 of 4

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Your company's tone of voice is how the character of your business comes through in the words you write and speak. In "Why Your Company's Tone of Voice Could Make or Break Your Business," we take a look at why your company's tone of voice is so important and the potential impact — either positive or negative — that it could have on your organization.

This is the first installment of a four-part series of SlideShares that Acrolinx — a platform that helps the world's greatest brands create amazing content — has produced on tone of voice. It provides examples of three different messages that all express the same ideas, but that do so in completely different ways using different tones of voice. It also points out the importance of applying a consistent tone of voice to all of your company's content. Not just the stuff that marketing is publishing, but rather every single piece of customer-facing content being created company-wide. Doing so has six primary benefits, which the presentation also explains.

This great primer on tone of voice has been adapted from Acrolinx's successful eBook, "Watch Your Tone! Why Your Company's Tone of Voice Matters and How to Get it Right."

Published in: Business
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Why your company's tone of voice could make or break your business - Tone of Voice Series 1 of 4

  1. 1. > Download the Complete eBook Here Why Your Company’s Tone of Voice Could Make or Break Your Business
  2. 2. Your company’s tone of voice is how the character of your business comes through in the words you write and speak. > Download the Complete eBook Here
  3. 3. It’s not about what you say, it’s about how you say it. > Download the Complete eBook Here
  4. 4. And the impression it makes on everyone who reads or hears you. > Download the Complete eBook Here
  5. 5. Consider these three messages: > Download the Complete eBook Here
  6. 6. Web services that you can start and forget. Our web services platform delivers 99.99% uptime and adapts to changing loads in less than a second. With its industry-leading, massively scalable technology, our web services platform delivers exceptional performance and reliability under the most demanding and highly variable conditions. 01. 02. 03. > Download the Complete eBook Here
  7. 7. They all say roughly the same thing, but in completely different ways using very distinct tones of voice. > Download the Complete eBook Here
  8. 8. Tone of Voice Possible Impression High-pressure marketing and empty boasts. Beware! Technical, verbose, inwardly focused With its industry-leading, massively scalable technology, our web services platform delivers exceptional performance and reliability under the most demanding and highly variable conditions. 01. > Download the Complete eBook Here
  9. 9. Tone of Voice Possible Impression Clear and factual, but what are the company’s people like? Factual, concise Our web services platform delivers 99.99% uptime and adapts to changing loads in less than a second. 02. > Download the Complete eBook Here
  10. 10. Tone of Voice Possible Impression You’ve got my interest, but where’s the proof? Informal, non-technical Web services that you can start and forget. 03. > Download the Complete eBook Here
  11. 11. When you read a company’s content, you understand it on two levels. > Download the Complete eBook Here
  12. 12. The facts tell the analytical side of your brain what the company does… > Download the Complete eBook Here
  13. 13. While the tone tells the creative side of your brain what they’d be like to deal with. > Download the Complete eBook Here
  14. 14. Just so we’re clear, tone of voice isn’t the same as good writing or strong messaging. > Download the Complete eBook Here
  15. 15. It’s about using language to give your brand its own distinct and recognizable voice. > Download the Complete eBook Here
  16. 16. But here’s the thing… > Download the Complete eBook Here
  17. 17. All of the customer-facing content your company produces should have the same tone of voice. > Download the Complete eBook Here
  18. 18. Yeah, we mean all of it: • Website copy • Sales presentations • Technical content • Product sheets • User manuals • Blog posts • FAQs • Customer service content • Etc. > Download the Complete eBook Here
  19. 19. When your tone is consistent, your customers hear the same person speaking whenever and however they deal with you. > Download the Complete eBook Here
  20. 20. That not only makes a good impression, it shows them you’re a consistent, reliable company to deal with. > Download the Complete eBook Here
  21. 21. But that’s not all. There are lots of other reasons why your company’s tone of voice matters. > Download the Complete eBook Here
  22. 22. For starters, it makes you human People like dealing with people. They also like brands that have a personality they can recognize and relate to. > Download the Complete eBook Here
  23. 23. It also helps you cut through the noise and stand out A distinctive tone gives you the best chance of standing out and connecting with people. > Download the Complete eBook Here
  24. 24. Sounding just like your competitors is NOT OK! > Download the Complete eBook Here
  25. 25. And, since content is replacing face-to-face communication, it needs to be right Today’s buyers do all of their research online before making a purchase. With fewer opportunities to talk face to face, your written words have to work harder than ever. > Download the Complete eBook Here
  26. 26. Plus, tone of voice builds authority Your tone of voice can demonstrate authority and belief. When your tone shows you have confidence in what you’re saying, it has huge value. > Download the Complete eBook Here
  27. 27. Working on tone of voice is a great way to think about your company’s identity. You have to boil everything down to something clear and simple that anyone can understand. That helps to cut through clutter and confusion. It also gives you focus > Download the Complete eBook Here
  28. 28. Although many major brands are already working to get their tone of voice right… > Download the Complete eBook Here
  29. 29. Most companies haven’t realized how important it really is. > Download the Complete eBook Here
  30. 30. Maybe it’s time you got ahead of the curve? > Download the Complete eBook Here
  31. 31. Download our free eBook “Watch Your Tone! Why Your Company’s Tone of Voice Matters and How to Get it Right” Here’s How > Download the Complete eBook Here
  32. 32. • A step-by-step guide on how to assess and improve your organization’s tone • Hands on advice from tone of voice experts • 15+ pages of worksheets and guidelines to make it happen What You Get > Download the Complete eBook Here
  33. 33. > Download the Complete eBook Here Check out the entire series

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