Writing tone affects how your work will be perceived. If your tone appears or sounds sincere, then people are more inclined to believe what you say. This can translate to good sales, or a good perception of your work. But if your writing tone sounds fake, people will mistrust your content. And that won’t be good for you.
So in copywriting, as well as conversational marketing, the tone is incredibly important. What you say and, more importantly, how you say your message determine the reaction of people.
When determining what writing tone to use, keep this in mind. Be strategic. In fact, your writing should be a favorable experience for people. When people read your articles, they should feel trust and confidence. They should feel good.
The importance of writing tone is a lot like the importance of good interpersonal skills in real life. Most people and customers also want favorable experiences which reinforce trust. The interactions you have with them can influence whether or not others will engage with you.
Read on to find out more about the ways perception and writing tone affect trust and confidence.
Demanding Writing Tone: The Salesman
Imagine your average car dealership salesman. The moment you enter the door of the automobile store, this salesman in a regular suit will immediately smile at you. And they’ll bombard you with every closing tactic known to man.
They’ll keep pursuing you around the showroom, following all of your steps. This salesman is clearly sending a message. He wants to sell you a car at all costs, and he doesn’t care if you know it.
This is an intense level of transparency and authenticity. In theory, it should make us trust the salesman more. And yet we hate this guy.
His intensity disregards our needs for personal space and time for deliberation. So no matter how hard this salesman tries, we don’t want to buy anything from him.
When it comes to your writing tone, we prefer the same thing. We want something in between too aggressive and too fake. A tone that is friendly, regardless of their authenticity, sells more than a transparent and obnoxious salesman.
Loud and Confusing Writing Tone: The Marketing Consultant
This time, imagine a scenario where you are at a party with several professionals and executives. You are talking to a young marketing consultant, who’s becoming louder by the minute.
This consultant has had several drinks already. And his inhibitions are so loose that he’s insulting random passers-by. He has even insulted you and your wife several times –all, apparently, in a misguided attempt at humor.
But at the same time, this consultant wants you to hire him.
This conflicting and aggressive style is unsuitable for personal interactions, as well as for your writing tone. Always be clear and genuine. More importantly, your tone should be consistent in its authenticity. That’s were you’ll inspire confidence from your readers.
Attractive Writing Tone: The Businessman
This last scenario involves a businessman that everyone loves and admires. He has all the good qualities of a conversationalist and colleague. He is humorous and funny, telling jokes and making friendly banter. He’s also a very good listener. He takes time to address people’s concerns, making people feel good.
These good qualities have made the businessman highly successful. It attracts people. But the truth of the matter is that all of these good qualities are a lie. They are not genuine.
According to a close friend of this businessman, he actually has no sense of humor. He’s only repeating what he knows to be funny, even if he himself doesn’t get the joke. His stellar listening skills are also just learned behavior. All he knows is that it’s good for business to look like a man who cares.
This businessman displays a very pragmatic style. Similarly, your writing tone can adopt an appearance of authenticity, without actually being genuine about content. Whether or not this is a tone that would work for you is up to you.
At the end of the day, regardless of the tone you use, keep in mind that you need to build trust, confidence and belief.