Tone of voice copywriting
Your tone of voice is how your brand sounds when it speaks.
It’s the style, attitude, and personality behind the words on your website, emails, ads – the lot.
Really, your brand should write how you talk – within reason.
So, if your tone isn’t hitting the right tone, it probably needs some tuning.
What is a tone of voice copywriter?
Tone of voice refers to the style and personality of your copy. It’s how you sound to your audience.
Think of it like casting. If Danny Dyer turned up to play Mr Darcy in Pride and Prejudice, people might not buy it. Not because our pal Danny isn’t great… just not exactly Regency-era heart-throb material, is he.
Your tone of voice needs to match the part.
It should fit your brand, feel natural to your audience, and sound consistent wherever people come across you.
A tone of voice copywriter helps make sure it does.
How to know if your copy needs tuning
There are a few reasons you might need a tone of voice reshape:
- Your website sounds different from your emails.
- Your emails sound different from your social posts.
- And none of them sound like the people behind the brand.
Or your copy feels a bit generic. Perfectly polite. Perfectly clear. Just… not very memorable.
Sometimes the problem is the opposite. The tone tries so hard to sound “on brand” it becomes forced, awkward, or full of buzzwords no normal person actually says.
Or if they do say them, they become quite punchable, quite quickly.
And occasionally the tone simply doesn’t fit the audience. Too formal. Too casual, maybe trying to be funny when it shouldn’t be.
Yeah, don’t try that in medical copy. Really doesn’t work.
Trust is the Core Pillar of the Buyer’s Journey
Earlier I said your brand should write roughly how it talks. Within reason.
Let’s say you’ve got toothache and need a dentist. Before you book anything, you want to feel two things straight away:
- they know what they’re doing
- and they understand you might be a bit nervous about it.
Now imagine you land on a dentist’s website and read this:
“Hey there! Need some quick dental work? You’ve stumbled upon the right place. We’ve got great equipment and we’ll do our best to fix whatever’s bothering you.
Book an appointment and let the adventure begin!”
You don’t need to overthink it. Something feels off.
- “Stumbled upon.”
- “We’ll do our best.”
- “Let the adventure begin.”
Not exactly the words you want to see before someone starts drilling your molars.
Now compare it to this:
“Brighton Dental Clinic is an award-winning dental practice focused on patient comfort and safety. Our modern facility uses advanced imaging technology to support accurate diagnosis and effective treatment across a wide range of procedures.
Book an appointment today or speak to a member of our team for more information.”
Same service. Very different feeling.
The second one sounds calm, competent and professional – which is exactly what you want from someone holding pointy dental tools.
Most examples won’t be this obvious. But tone works in the details. When your words match your brand and your audience, people feel more confident about choosing you.
And confidence, more often than not, is what turns interest into action.
How we’ll find your voice
Before we start writing, we need to understand how your brand should sound.
- Intro call – We start with a quick chat about your brand, audience, and goals.
- Tone of voice questionnaire – You complete a short questionnaire to uncover your brand personality.
- Audience and brand review – I look at your audience, competitors, and current copy.
- Tone definition – We define your tone – how you sound, and how you don’t.
- Tone guidelines – You get clear tone of voice guidelines your brand can use everywhere.
Hit that big button below to get in touch and book an intro call.