Don't take that tone with me!

25th February 2013 By Louise Stephens in Copywriting

We change our tone of voice when speaking to different people automatically, but how many of us think about the tone we use in our marketing?

With social media taking the digital world by storm it is easy to fall into what I call ‘The social tone’ trap! Most of us will have a more relaxed tone when talking on social platforms such as twitter or Facebook, however an increasing number of companies are now taking the same tone with their email marketing… Is this right for your business?

There are a couple of considerations when deciding on a tone for your marketing:

Who are my audience?
Does it reflect my brand?

Creating profiles for your audience is vital to every part of a marketing plan but even more so when setting a tone, unless you know who you are speaking to you will never know how to speak to them… You wouldn’t speak to a 65 year old man, the same way as an 18 year old woman!

Your brand is your business, that’s why it is so important to speak in a tone that matches. If you are corporate be corporate, if you are more relaxed then be relaxed… There is nothing worse than a corporate company sending through an email in a relaxed, ‘social’ tone that doesn’t match their brand; your audience will struggle to take you seriously!

Another question I get asked is ‘I have a varied customer base that covers all sorts of demographics, how do I find a tone to suit them all? The answer is… you can’t! Segment your data into the various groups and change the tone of voice to suit, remembering that it should still reflect your brand.

For more help on creating customer profiles and setting tone why not come along to one of our priceless ‘Grow Your Business with Email Marketing’ seminars. Visit our events page for more information on how to book!


Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.