Do-Re-Me-Fa-So What's With This "Tone of Voice" Thing?

You see it everywhere: Everybody says, "you have to do copywriting in X tone of voice," or "write your content in Y tone of voice." Can you write in our tone of voice? You'll need to know how to write in our specific tone of voice! So, there are lots of voices and lots of voices. Just like an opera lover doesn't go to the opera expecting music by Queen, so does a country music aficionado turn on a country music radio station to listen to hip-hop music.

One of the problems, I think, of today's marketing world, is the over-segmentation - perhaps due to overuse of analytics, or just plain overthinking. And the "tone of voice" thing is part of it. We didn't particularly think of different tones of voice 20 years ago, and yet products and services sold, and sold well.

Now, there's the standard "tone of voice" people are talking about, like witty, sleek, timeless, warm, helpful, etc., etc. But, there are other types of 'tones of voices I think people should be aware of...

The Talker/The conversationalist

"Hi,

The 'straight shooter'

In this white paper/case study/brochure, you'll find all the information you need to understand how [our service/product] can empower you/your company to achieve [whatever]

The Whisperer

'Can you keep a secret? Good, because few people know about what we/I am about the amazing benefits that....'

The Teaser

'Pssst! We have a great offer, but it's only for a limited time, and for a select members of our customers. Want to know what it is? Click here, before it's too late!

The Rhymer

'What rhymes with lime, is for a limited time, you can get it right now - for a price that's really, like 'wow!'

The Laugher

[funny image] along with a text such as 'another one who failed to [do this in time/use product properly/order service].' Don't be unprepared!' For example.

The Shocker

a) Shocking image followed by...'Brace yourself!/We don't want to alarm you (which you really are)/ 'Be a killer salesman today!'

b) Shocking statistic, like: 'Over 5,000 monkeys got hooked on Disney movies since the summer. Let's help them recover.'

The Screamer - aka the "hard seller"

'Buy our product/service today. You won't regret it/you will regret it if you don't.'

The Tone Deaf

'We don't care who/what/where you are or what/why you're doing it...stop what you're doing right now!'