Writing: Tone it up!
You may not realise it, but you write every day. Whether you’re a novelist, prolific emailer, or just an enthusiastic texter, you write every day to communicate to others.
For brands especially, communication is so important when you are connecting to an audience. Improving your writing skills can help your brand engage with customers. A simple way to do this is by looking at the tone of your writing.
Talk to your readers
First decide what kind of conversation you’d like to have with the reader and then choose your voice accordingly. So if you’re looking to set a more authoritative tone, try to use an imperative voice. If you’d like to bridge the gap between you and your reader, try using collective pronouns such as “we,” which will help channel an understanding that they are sharing an experience with the brand.
Of course you will choose different tones to suit different subjects, just as you would dress differently for a first date than you would for a job interview. However, it’s important to stay away from changing tones within a single piece of writing. If one minute you’re taking your readers through a comical scenario and the next minute the reader is caught mid-chuckle when you shift to a dramatic scene, the entire piece of writing can be thrown off.
Sound Like Somebody
Resist the urge to come off as uncomplicated, reasonable or polite. If you’re expressing opinions, express them! Take a position and always look for opportunities to bring a human voice into your work.
Consider the difference between “in October” and “under an October sky.” A description of scenery, however luscious, can tire the reader if that’s all it is. Use the imagery you create to show your mood. When adding details to enrich your writing, tone comes from being as specific as possible.
Also pay attention to how many genres actually have tone in their names: thriller, romance, mystery, horror, etc. Choosing a clear genre before you start writing can guide you to choose appropriate wording and phrases.
Read your work looking for places where the tone fades or shifts and put your focus on these areas to create a piece of writing readers will want to read!