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> Download the Complete eBook Here
The 12 Aspects of Language
that Shape Your Tone of Voice
> Download the Complete eBook Here
There are lots of
different tones of voice
you can adopt in the
content you write.
Form...
ClichésColloquialisms
> Download the Complete eBook Here
And, just as each has a different
effect, to create each one you’...
> Download the Complete eBook Here
Think of those aspects like a set of sliding
controls you’d find on a graphic equalizer.
> Download the Complete eBook Here
By changing the controls from one extreme to the other,
you can change the individual q...
> Download the Complete eBook Here
Let’s take a look
at the 12 main
aspects of tone
of voice that you
can adjust to
achiev...
The first is word length.
If you want to make sure that everyone
can understand you, use shorter words.
1
Short words are
...
Next up is sentence length.
Using shorter sentences will give you a concise
style, while longer ones will make your writin...
Then comes tempo.
You can’t just use short words and
sentences. To keep readers
interested, you’ve got mix up
their length...
After that comes pronouns.
Use second-person pronouns
like “you” to be more engaging
and third-person pronouns
like “custo...
> Download the Complete eBook Here
Conciseness is next.
Using fewer words will allow you to to get
to the point, while usi...
> Download the Complete eBook Here
Then we’ve
got jargon.
Use it judiciously. While good
jargon can signal that you’re
par...
Next we come
to buzzwords.
Only use them if you’re
sure your audience
will understand them.
7
Big data
Paradigm
shift
Pain...
> Download the Complete eBook Here
After that
comes clichés.
Sometime they’re
unavoidable, but use
them cautiously or
your...
We would go We’d go
> Download the Complete eBook Here
Contractions also have
a role to play.
Using them makes your tone i...
> Download the Complete eBook Here
So do colloquialisms.
They make your writing more
informal and can help ensure
it reson...
> Download the Complete eBook Here
Then there’s
obscure words.
When you use them, you’re
gambling on whether or not
your a...
> Download the Complete eBook Here
Last, but not least,
consider mistakes
and rule-breaking.
Sometimes it’s ok to break th...
No matter what your tone is or how
you adjust your writing style to achieve
it, just remember that you can’t be
too rigid....
Although you’ll want your tone of voice to always convey
a consistent character, your brand will inevitably need to
take o...
> Download the Complete eBook Here
For example,
an e-mail offering
a customer a
special discount
has to sound
different fr...
Download our free eBook “Watch Your
Tone! Why Your Company’s Tone of Voice
Matters and How to Get it Right”
> Download the...
• 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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How to use language to shape your tone of voice - Tone of Voice Series 3 of 4

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At the core of any company's tone of voice — no matter whether their tone is serious or playful, verbose or concise — is language. "The 12 Aspects of Language that Shape Your Tone of Voice" looks at the different parts of language that you can adjust to create different tones of voice. From your use of words and sentences with different lengths, to your application of jargon, clichés, and colloquialisms, your tone is entirely dependent on how you use language in your writing. This is the third installment of a four-part series of SlideShares that Acrolinx — a platform the helps the world's greatest brands create amazing content — has produced on tone of voice.

This great primer on crafting tone of voice through your use of language 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

How to use language to shape your tone of voice - Tone of Voice Series 3 of 4

  1. 1. > Download the Complete eBook Here The 12 Aspects of Language that Shape Your Tone of Voice
  2. 2. > Download the Complete eBook Here There are lots of different tones of voice you can adopt in the content you write. Formal Practical Warm Concise Detached Calm Humorous Informal Verbose Serious Punchy Traditional Flowing Outward -looking Passionate ContemporaryInspirational Inward -looking
  3. 3. ClichésColloquialisms > Download the Complete eBook Here And, just as each has a different effect, to create each one you’ve got to change different aspects of how you write. Word length Tempo Grammar Jargon Contractions Sentence length Pronouns Buzzwords Obscure words Conciseness
  4. 4. > Download the Complete eBook Here Think of those aspects like a set of sliding controls you’d find on a graphic equalizer.
  5. 5. > Download the Complete eBook Here By changing the controls from one extreme to the other, you can change the individual qualities of your tone.
  6. 6. > Download the Complete eBook Here Let’s take a look at the 12 main aspects of tone of voice that you can adjust to achieve whatever tone is right for your company.
  7. 7. The first is word length. If you want to make sure that everyone can understand you, use shorter words. 1 Short words are simple and direct. They’re punchier and harder. Long words suggest sophistication and nuance. They can create a softer, more relaxed effect. > Download the Complete eBook Here
  8. 8. Next up is sentence length. Using shorter sentences will give you a concise style, while longer ones will make your writing more sedate. Plus, sentence length is linked to clarity. The longer your sentences, the harder they are to understand. 2 > Download the Complete eBook Here
  9. 9. Then comes tempo. You can’t just use short words and sentences. To keep readers interested, you’ve got mix up their length and create a varied rhythm. 3 > Download the Complete eBook Here
  10. 10. After that comes pronouns. Use second-person pronouns like “you” to be more engaging and third-person pronouns like “customers” to achieve more distance. > Download the Complete eBook Here 4
  11. 11. > Download the Complete eBook Here Conciseness is next. Using fewer words will allow you to to get to the point, while using more will give you a laid-back, flowing feel. 5
  12. 12. > Download the Complete eBook Here Then we’ve got jargon. Use it judiciously. While good jargon can signal that you’re part of a community, bad jargon can hide the truth and bamboozle people. 6
  13. 13. Next we come to buzzwords. Only use them if you’re sure your audience will understand them. 7 Big data Paradigm shift Pain points Customer- centric The cloud Internet of things Crowdsourcing > Download the Complete eBook Here
  14. 14. > Download the Complete eBook Here After that comes clichés. Sometime they’re unavoidable, but use them cautiously or your tone could sound dull and stale. 8 Blue-sky thinking Best-in-class Boil the ocean Pick the low hanging fruit Drinking the Kool-Aid Think outside the box Land and expand
  15. 15. We would go We’d go > Download the Complete eBook Here Contractions also have a role to play. Using them makes your tone informal, relaxed, accessible, and conversational. 9
  16. 16. > Download the Complete eBook Here So do colloquialisms. They make your writing more informal and can help ensure it resonates with specific audiences. 10
  17. 17. > Download the Complete eBook Here Then there’s obscure words. When you use them, you’re gambling on whether or not your audience will understand what you mean. 11 What?!? The product was described using clever peralipsis.
  18. 18. > Download the Complete eBook Here Last, but not least, consider mistakes and rule-breaking. Sometimes it’s ok to break the rules, particularly when doing so makes you sound more human. 12
  19. 19. No matter what your tone is or how you adjust your writing style to achieve it, just remember that you can’t be too rigid. > Download the Complete eBook Here
  20. 20. Although you’ll want your tone of voice to always convey a consistent character, your brand will inevitably need to take on different tones in different situations. > Download the Complete eBook Here
  21. 21. > Download the Complete eBook Here For example, an e-mail offering a customer a special discount has to sound different from one responding to a complaint. So keep that in mind when you’re creating guidelines for others on how to use your tone.
  22. 22. Download our free eBook “Watch Your Tone! Why Your Company’s Tone of Voice Matters and How to Get it Right” > Download the Complete eBook Here Want to learn more about how to get your company’s tone of voice right?
  23. 23. • 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
  24. 24. > Download the Complete eBook Here Check out the entire series

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