Whom versus who Particularly when used in speech, whom can sound a bit stiff. Chapter 2 Image credit Once you have identified your company values, you can start thinking about your personality. The use of obscure or unknown terms may alienate a customer who, as a result, will find the text overly difficult to read.
Whether highly colloquial, dialectic or slang language is appropriate, in part, depends on the diversity of your audience.
Remember, a successful tone of voice relies on consistency, and grammar falls within this. Scottish beer seller BrewDog was featured in many publications for its dealings with the ASA after being accused of using offensive language.
If one way sticks out, try to identify what you like about it. Studies have shown that customers tend to favour more naturalistic language in marketing copy.
Everyone who works here knows the innocent story inside out. Some examples of contentious grammar rules: Apart from no swearing. But is this really what your customers want? If you could have any celebrity as a spokesperson for your company, who would it be and why?
Consider how you might tell a client about your business over the phone or face-to-face. We always try to keep things clear and simple wherever we can, and people have always seemed to like that.
If values are what you say, personality is how you say it. How formal do you want your tone to be? The innocent story is a real story, about real friends, told truthfully.
We just try to speak and write as clearly as we can, telling the truth about our drinks and the other things we make, and hope that all the parts add up to some kind of coherent whole. The level of formality and type of language will differ from platform to platform, so keep this in mind.
With such an emphasis on great content these days, companies may be keen to tighten up their use of grammar. But mm hmm they can make for punchy sentence openings and helpfully break up long, flagging sentences. The first suggests that the company reacts to the customer.
Each medium will have its own conventions. We do this, in case you want that. Perhaps we should all get less hung up on restrictive clauses. However, there may be times when it lends a certain gravity to a sentence.
I asked writer Lucie Bright a few questions: Words and meaning must be squashed into punchy sayings, slogans and copy on the side of teeny tiny packaging. Are there things you do to help your tone of voice be consistent?
For example, collate all Twitter messages and identify any commonly used words. How would you describe your company in three different ways, using different degrees of colloquial language?
There are some grammatical rules you may not wish to follow because you see them to be out-of-date or unhelpful to your way of speaking.
We write the way we speak, and we speak to everyone the same way we speak to our friends. How formal are people? Yet, wherever possible, consider using everyday language that your audience will understand. Having said that, take the dictum too far and you might end up patronising your audience with babyish language.
For example, when the writer wants to create a sense of distance, such as when referring to something unpleasant or awkward in nature. Easy on the wallet, this hotel enjoys having the city on its doorstep.Pro BUSINESS auf einen Blick Drucken können wir sowieso.
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Image credit. A tone of voice is an expression of a company’s values and way of thinking. It cannot be plucked from thin air, created on a whim or entirely based on a trend you think is cool.
Rather, it must grow out of who you already are as a company.Download