Tone of voice gets written about a lot. When it comes to your content marketing, the blog posts you produce are central to that effort. But how do you write them so that readers engage with your call to action?
Not all writers are good at producing blog posts. And blog posts are a way to reach your customers. So, they need to be engaging. They also need to sound natural. That needs the tone of voice to work.
That’s another way of saying: if you want readers to do something after reading a post, talk to them. Talk to them instead of lecturing them.
Wow, that’s a good point. Let’s start there.
Talking beats business speak
Nobody likes business speak. It creates an overbearing tone of voice. You know the sort of thing: going forward and paradigm shifts. It sounds trite and doesn’t feel like the author is having a conversation with you.
Writing how you talk is a better option. People don’t talk using words like those above. So, you can leave them out.
The same goes for writing about your business. Nothing makes a readers’ eyes glaze over than lines like this:
“We are delighted to announce…”
“We are pleased to inform you that…”
The trouble with that kind of writing is: nobody cares. And, as before, nobody talks like that.
The conversational tone of voice
Stuffy, overdone business speak (or marketing speak) comes over that way. Simple language stands a chance of not losing the intended message.
Writing how you speak is a learned skill. And your blog posts are the perfect place to get the technique right.
It’s not rocket science. Your content marketing should reach a target audience. It seems a shame to reach that audience and then ruin things with stuffy writing.
There’s an easy test for how conversational your posts are.
Read them out loud.
You’ll know straight away if the writing sounds dry and overbearing.
Don’t write to everyone
Here’s the problem: you visualise that you are writing to everyone that visits your blog.
Here’s the solution: write to your ideal customer.
The point here is, writing to faceless thousands will make your writing come across bland and… faceless.
While writing to a person will be much more natural.
Don’t write to sound clever
The use of big words and technical prose will make your copy difficult to read.
Writing works when simplicity is the main approach. Complex paragraphs with long words might sound clever. But they’ll be difficult to read.
It comes from understanding the problems your readers are battling with. So, to reach them, you write using the words they’ll recognise.
Simple writing isn’t the same as simplistic writing.
Dump the ‘we’ and ‘our’
There’s a big difference between:
“Thanks for visiting our blog. We’ll be providing you with some great tips and information.”
“Learn how you can get the best out of your [product name here] today. You can read through the tips and information available to you at any time.
Writing in a conversational tone is always preferable to overbearing, stuffy business speak. If you need to review your blog posts, why not get in touch?