Tone of voice
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Transcript of Tone of voice
Tone of Voice
What is a tone of voice?
• Branding
• Story-telling
• Differentiation
• Personality
• Proof of ‘why’
• Emotional connection
What are they for?
• Insight
• Change
• Permission
• Consistency
• Briefing
• Inspiration
Do Your Research
Talk to Your Tribes
Let’s write a TOV!
Overview
• Audience
• Voice
• Language
• Viewpoint
• Relationship
Audience
• Who are you writing for?
• Personas?
• Reading age
• Education
Voice For example: • Ironic • Cheeky • Serious • Earnest • Jokey • Formal • Conversational • Who speaks like this? • What other companies use this voice?
Language
• Mandatory words?
• Forbidden words?
• Readability requirements?
• Style guide?
• British English? American English?
• For translation?
Viewpoint
• What is your attitude?
• What do you know?
• Why should people listen?
• Who has this attitude?
• Platform
• Permission
• Authority
Relationship
• Actual?
• Desired?
• Who has this relationship?
What To Do Next
• Get some paper and a pen
• Have a go
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