{"id":23555,"date":"2022-08-25T07:57:33","date_gmt":"2022-08-25T11:57:33","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=23555"},"modified":"2024-01-01T08:56:31","modified_gmt":"2024-01-01T12:56:31","slug":"tone-of-voice-in-writing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/08\/tone-of-voice-in-writing\/","title":{"rendered":"How to develop tone of voice in writing"},"content":{"rendered":"<h2>What writing style, word choices should you use?<\/h2>\n<p>The hardest job I\u2019ve ever done was writing and editing a microsite for H&amp;R Block. It was designed to let survivors know how to handle taxes for their loved ones who had died in the Sept. 11 attacks.<\/p>\n<figure id=\"attachment_30559\" aria-describedby=\"caption-attachment-30559\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30559\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/tone-of-voice-in-writing\/tone-of-voice-in-writing-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"tone-of-voice-in-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Developing a voice for your messages?&lt;\/strong&gt; Define it, give it a name and use it. &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/quotation-bubble-chalk-board-please-leave-168616133&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Image by Georgian Bay Boudoir&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png\" alt=\"Tone of voice in writing\" title=\"Tone of voice in writing\" width=\"450\" height=\"300\" class=\"size-full wp-image-30559 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30559\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/tone-of-voice-in-writing\/tone-of-voice-in-writing-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"tone-of-voice-in-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Developing a voice for your messages?&lt;\/strong&gt; Define it, give it a name and use it. &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/quotation-bubble-chalk-board-please-leave-168616133&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Image by Georgian Bay Boudoir&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png\" alt=\"Tone of voice in writing\" title=\"Tone of voice in writing\" width=\"450\" height=\"300\" class=\"size-full wp-image-30559\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/tone-of-voice-in-writing-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30559\" class=\"wp-caption-text\"><strong>Developing a voice for your messages?<\/strong> Define it, give it a name and use it. <em><a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/quotation-bubble-chalk-board-please-leave-168616133\" target=\"_blank\" rel=\"noopener noreferrer\">Image by Georgian Bay Boudoir<\/a><\/em><\/figcaption><\/figure>\n<p>I\u2019m usually pretty confident about my writing voice, but this project left me feeling unsure. My usual brisk style obviously wasn\u2019t going to do the job.<\/p>\n<p>How do you know what your voice should be? How do you define it so all the project contributors are using the same tone in writing?<\/p>\n<h3>1. Define your voice.<\/h3>\n<p>First, describe your organization\u2019s\/executive\u2019s\/channel\u2019s voice.<\/p>\n<p>What is it now? What would you like it to be?<\/p>\n<p>Decide upfront what the right voice is for this piece:<\/p>\n<ul>\n<li><strong>Individual or institutional?<\/strong><\/li>\n<li><strong>Bureaucratic or<\/strong> \u2014 as Stacey Cox, manager of internal communications at CenterPoint Energy \u2014 calls it, \u201c<strong>business casual<\/strong>\u201d?<\/li>\n<li><strong>\u201cImpersonal reportorial? Personal but formal? Personal and casual?\u201d<\/strong> asks William Zinsser in On <em>Writing Well<\/em>.<\/li>\n<\/ul>\n<p>In fall 2001, H&amp;R Block had just completed a rebranding effort. The new brand was \u201cnot your father\u2019s H&amp;R Block.\u201d The voice of its main site was brisk and hip \u2014 occasionally even a little flip.<\/p>\n<p>Not right for our 9\/11 microsite, clearly.<\/p>\n<p>How do you know what is right? The perfect pitch depends on your:<\/p>\n<ul>\n<li>Audience<\/li>\n<li>Organization<\/li>\n<li>Subject matter<\/li>\n<\/ul>\n<p>So start with some descriptors. Do you want your message to be technical or accessible? Formal or casual? Dry and factual or witty and playful? You might use a simple scale like this:<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr style=\"background-color: lightgrey;\">\n<td colspan=\"5\" valign=\"top\" width=\"679\">\n<p style=\"text-align: center;\"><strong>What\u2019s your tone of voice?<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"136\"><strong>1<\/strong><\/td>\n<td valign=\"top\" width=\"136\"><strong>2<\/strong><\/td>\n<td valign=\"top\" width=\"136\"><strong>3<\/strong><\/td>\n<td valign=\"top\" width=\"136\"><strong>4<\/strong><\/td>\n<td valign=\"top\" width=\"136\"><strong>5<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td valign=\"top\" width=\"136\">Technical<\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\">Accessible<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"136\">Formal<\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\">Casual<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td valign=\"top\" width=\"136\">Distant<\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\">Warm<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"136\">Professional<\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\">Personal<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td valign=\"top\" width=\"136\">Dry<\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\">Witty, playful<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"136\">Stuffy<\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\"><\/td>\n<td valign=\"top\" width=\"136\">Hip<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td colspan=\"5\" valign=\"top\" width=\"679\">\n<p style=\"text-align: center;\"><span class=\"text_RED\"><strong>Scale it<\/strong>: A simple scale can help you determine what your tone is now \u2014 and where you\u2019d like it to be<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Whatever you decide, do decide. Commit to a voice, then stick with it.<\/p>\n<p>So what tone can communicators use to create a voice that\u2019s not too buttoned-down and stand-up-straight? One of my clients makes scientific instruments. Its descriptor: \u201caccessible expertise.\u201d I think it\u2019s perfect.<\/p>\n<p>For the H&amp;R Block site, we wanted a voice that was warm, knowledgeable and empathetic to help survivors manage a difficult job during a traumatic time.<\/p>\n<h3>2. Give it a name.<\/h3>\n<p>Next, give your voice a name. That will give you a shorthand for talking about your tone to management, reviewers and other writers as well as helping you choose the right words or phrases.<\/p>\n<p>If there\u2019s a person in your organization (or outside of it, for that matter) who embodies the tone you seek, feel free to use her name.<\/p>\n<p>Among the names that have come up during my workshops and consulting:<\/p>\n<ul>\n<li><strong>For a corporate library<\/strong>, the descriptor was \u201cyour articulate, geeky friend.\u201d The name: Alex Trebek.<\/li>\n<li><strong>For a university recruiting site<\/strong>, the descriptor was \u201cyour favorite professor, who wears a sports coat and tennis shoes.\u201d These communicators used the name of a popular professor on campus.<\/li>\n<li><strong>For H&amp;R Block<\/strong>, we used: \u201cUncle Frank, your favorite uncle, a retired CPA. He sits down with you and says, \u2018Honey, let\u2019s get through this. First, write your name at the top of the form.&#8217;\u201d<\/li>\n<\/ul>\n<p>Now, Alex Trebek, Professor Popular and Uncle Frank never showed up in the messages themselves. These are just internal names you\u2019ll use to focus contributors and reviewers on the right tone.<\/p>\n<h3>3. Use your tone.<\/h3>\n<p>Your descriptor and name should make it easier to write and edit copy and manage the review process. When H&amp;R Block accountants wanted to replace our accessible, friendly prose with IRS-ese, for instance, we\u2019d just say, \u201cThat doesn\u2019t sound like Uncle Frank.\u201d<\/p>\n<p>End of discussion.<\/p>\n<p>Your descriptor and name also keep writers on the same page. After all, you don\u2019t want your message to end up sounding like your crazy Uncle Frank, who has a different personality on Thanksgiving than he has on Christmas.<\/p>\n<p>Whether your message should be playful or serious, before you write the next word, determine and communicate your voice and tone.<\/p>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/conversational-writing-style\/\" rel=\"noopener noreferrer\" target=\"\">Learn more about tone of voice in writing<\/a>.<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>What writing style, word choices should you use?<\/p>\n","protected":false},"author":6,"featured_media":30559,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[314],"tags":[12602,12601],"class_list":{"0":"post-23555","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-conversational-copy","8":"tag-conversational-voice","9":"tag-tone","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to develop tone of voice in writing<\/title>\n<meta name=\"description\" content=\"Developing a voice for your messages? 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