The Pippin A-Z of Copywriting: Natural

in Top copywriting tips

My definition of natural touches on what copywriters call ‘tone of voice’. It’s an elusive thing to describe but in essence it’s about sounding natural – sounding like you or your business. When you sound like you, people are more likely to trust you, interact with you and – ultimately – buy from you.

Tone of voice is what makes Innocent sound like Innocent and Ronseal sound like Ronseal.

On the other hand, have you ever read a piece of copy and thought, that doesn’t sound like I’d expect that business to sound? (I was uncomfortable about TSB’s tone of voice back in 2014 and I’m still not happy about it now.)

So how do you find the tone of voice for your business?

It’s a complex area that I won’t try to do justice to in a single blog post, but in essence, it comes out of a combination of looking at your business and looking at your customers.

Ask yourself what makes your business unique, what it stands for (simplicity? excitement? service?) and the culture you have (friendly? formal? fun?).

Then ask yourself about your customer and work out how the way you see your business fits together with the way your customer and what they want to see your business. (For example, no one wants a courier company to be quirky and fun first and foremost, they want it to be reliable first and foremost and if it’s quirky and fun too, then that’s OK).

And somewhere in the middle of you and your customer is the tone of voice that’s right for you.

If you’re interested in finding out more about tone of voice, this article is a great read.

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